Tansian University Journal of Arts, Management & Social Sciences

This study examined the relationship between creator marketing and online patronage of sustainable electronic products in Rivers State. Specifically, it assessed how authenticity and audience engagement influence consumers’ online patronage. Two research questions and hypotheses guided the study. A descriptive research design was adopted, with a population of 300 and a sample size of 169 respondents determined using Krejcie and Morgan’s table (1970). Data were collected through structured questionnaires and analyzed using Pearson’s Product Moment Correlation Coefficient with SPSS version 23. The findings revealed a significant positive relationship between creator marketing (authenticity and audience engagement) and online patronage of sustainable electronic products in Rivers State. The study concludes that creator marketing plays an important role in enhancing patronage and recommends that brands collaborate with influencers to create engaging, trustworthy content that promotes sustainable electronic products.

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