Source Credibility, Audience Engagement and Brand Perception among Lagos Residents

This study investigated source credibility, audience engagement and brand perception among Lagos residents, with a focus on the urban districts of Ikeja, Lekki, Yaba and Surulere. Guided by the source credibility theory, the researchers employed a survey method with a population of 28,000 residents. Using the Taro Yamane (1967) formula, a representative sample size of 400 respondents was determined. Data were collected through a structured 5-point Likert scale questionnaire, designed to capture respondents’ perceptions of source credibility, engagement practices and brand image. The instrument’s validity was ensured through expert review, while reliability was confirmed using Cronbach’s alpha test, yielding acceptable coefficients across the constructs. Responses were analysed using descriptive statistics, specifically. The data collected through the questionnaire were analysed using descriptive techniques consisting of mean and standard deviation and results were presented in tabular form for clarity. Findings revealed that source credibility significantly influences brand perception among Lagos residents, confirming that consumers are more likely to develop positive attitudes toward brands endorsed by sources perceived as knowledgeable, trustworthy and authentic. The study concluded that that source credibility and audience engagement are pivotal factors shaping brand perception among Lagos residents, with both independent and combined effects significantly enhancing consumer trust, brand image and purchase intentions. Based on the findings and conclusion, the study recommended that brands in Lagos should prioritise using credible sources such as trusted influencers and industry experts to enhance brand perception. Keywords: Source Credibility, Audience Engagement, Brand Perception, Consumer Trust, Brand Image