This study assesses the effects of social media marketing and influencer collaboration on brand equity in the Nigerian market with a focus on the role of customer-brand engagement. By utilising a quantitative design, data was collected from 359 active social media users in Nigeria. Descriptive statistics was used to analyse the survey data, while regression analysis and PLS-SEM was used to test the relationship between variables, validating the hypothesis of the study.

Results show that social media advertising and collaborations with influencers play a crucial role in enhancing brand value, especially when consumer involvement is substantial. The success of these techniques depends on factors like the influencer’s relevance, the authenticity of brand communication, and the level of consumer engagement with the brand. Furthermore, brands are susceptible to potential risks such as facing negative feedback, which has the potential to harm brand perceptions if not managed effectively. In the concluding chapter, recommendations encompassing investments in training programs, utilising analytics, and collaboration of influencers with shared values were proposed to increase brand equity in Nigeria.