Authors: Divya Singh
Abstract: The rise of social media influencers has transformed the marketing landscape for startups in Nigeria. This study examines the role of crowdfunding as a marketingfinance tool for startups among social media influencers in NorthCentral Nigeria. Utilizing a survey of 300 social media influencers, the study employs moderated regression analysis to test three hypotheses. Results indicate that crowdfunding significantly influences startup visibility (β = 0.487, p < 0.001) and financial support (β = 0.392, p < 0.001). Moreover, the presence of a strong social media following moderates the relationship between crowdfunding and startup success (β = 0.215, p < 0.01), enhancing the overall model fit (R² = 0.765). The findings underscore the potential of crowdfunding as an effective tool for marketing and financing startups in the digital age. Recommendations include developing training programs for influencers on effective crowdfunding strategies and enhancing regulatory frameworks to support crowdfunding initiatives
