Social Media Influencers in Stakeholder Engagement among Kenyan University Students: A Case Study of Presbyterian University of East Africa

Abstract

This study examined the role of social media influencers (SMIs) in corporate stakeholder engagement among Kenyan university students, a demographic that dominates digital spaces and frequently interacts with influencer-driven content. Guided by Personal Influence Theory and Para-Social Interaction Theory, the study explored three objectives: to identify influencer traits that appeal to young, educated Kenyans, to assess whether these traits correspond with corporate selection criteria, and to document brands whose visibility and reputation have improved through influencer partnerships. A qualitative exploratory design was employed, with purposive sampling to select 10 students from the Presbyterian University of East Africa (PUEA). Data was collected through semi-structured interviews and was analyzed thematically. The Findings revealed that students value authenticity, relatability, humor, and creativity as core traits of appealing influencers. These attributes foster trust and emotional bonds, aligning with the para-social dynamics students form with influencers. In contrast, corporates often prioritize reach, follower count, and professional image, leading to a misalignment that risks weakening engagement effectiveness. The study also identified brands whose visibility and reputation improved among students due to influencer partnerships, including Nivea, Garnier, Softcare, Downy, Ilara Milk, Infinix, and NRG Radio. Influencers enhanced brand discovery, reshaped perceptions, and amplified campus-level conversations, strengthening visibility and reputation. The study concludes that influencer marketing is most effective when corporates align strategies with youth values of authenticity and trust. It recommends stronger collaborations with micro- and nano-influencers, fostering transparency, and leveraging peer influence to build sustainable corporate–student engagement.