Instagram Lifestyle Influencers and Luxury Brands Preference among Female Residents of Maitama, Abuja

This paper examines the Instagram lifestyle influencers and luxury brand preference among female residents of Maitama, Abuja. It is motivated by the increasing role of social media influencers in shaping consumer perceptions of luxury goods through visual storytelling, lifestyle presentation, and symbolic branding. The paper is anchored on Source Credibility Theory. The target population for this paper encompassed female residents of Maitama, Abuja who are exposed to Instagram lifestyle influencer content and the sample size for this study was 264. Following the distribution of both physical and electronic questionnaires, 149 valid responses were retrieved and subsequently analyzed, representing a response rate of 56.4%. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Findings reveal a high level of exposure to Instagram lifestyle influencer content among respondents. Also, respondents frequently encounter influencer posts showcasing luxury fashion, accessories, and lifestyle products. This paper also found a strong luxury brand preference influenced by Instagram lifestyle influencers. Respondents indicated that influencer endorsements enhance perceived brand status, increase trust, and strengthen purchase intention toward luxury products. The findings further show that luxury brand preference is shaped not only by product quality but also by emotional attachment, aspirational consumption, and perceived influencer credibility. The paper concludes that Instagram lifestyle influencers significantly shape luxury brand preference among residents of Maitama, Abuja through repeated exposure, lifestyle framing, and perceived credibility. It was recommended that luxury brands collaborate with credible influencers and adopt long-term influencer marketing strategies to sustain consumer engagement and strengthen brand preference.