In the digital age, the proliferation of social media platforms has transformed communication, entertainment, and commerce, catalyzing the rise of social media influencers as pivotal figures in shaping consumer behavior. Particularly in Nigeria, where platforms like Instagram, Twitter, YouTube, and TikTok boast millions of users, influencers wield significant influence over their audiences. Nigerian university students, comprising a sizable portion of the country’s tech-savvy youth demographic, are highly engaged with these platforms, relying on them for news, social interaction, and entertainment. Influencers, spanning from celebrities to niche content creators, leverage their authority to endorse products and lifestyles, thereby impacting purchasing decisions among their followers. Despite their pervasive influence, empirical research specific to Nigerian university students remains sparse, necessitating a deeper investigation into how influencers’ reach, authenticity, and psychological appeals shape consumer behavior. This study aims to address this gap, offering insights crucial for marketers, policymakers, and educators seeking to understand and harness the dynamics of influencer marketing in Nigeria’s evolving digital landscape.