Thesis Abstract

Abstract
This research project examines the impact of social media influencers on consumer behavior. Social media influencers have become a prominent part of marketing strategies for many companies due to their ability to reach and engage with a large audience. The study aims to investigate how social media influencers affect consumer purchasing decisions and brand perception. The research will utilize a mixed-methods approach, combining quantitative surveys with qualitative interviews to gather data on consumer attitudes and behaviors towards social media influencers. The quantitative surveys will provide a broad overview of consumer preferences and behaviors, while the qualitative interviews will offer more in-depth insights into the reasons behind consumer choices. The study will focus on several key aspects, including the types of social media influencers that are most effective in influencing consumer behavior, the trustworthiness of influencers, and the impact of influencer endorsements on brand perception. By analyzing these factors, the research aims to provide valuable insights for companies looking to leverage social media influencers in their marketing campaigns. The findings of this research project are expected to contribute to the existing body of knowledge on social media marketing and consumer behavior. Understanding the impact of social media influencers can help companies develop more effective marketing strategies and build stronger relationships with their target audience. Overall, this research project seeks to provide a comprehensive analysis of the role of social media influencers in shaping consumer behavior and brand perception. By examining the various factors that influence consumer attitudes towards influencers, this study aims to offer practical recommendations for companies seeking to enhance their marketing efforts through influencer partnerships.

Thesis Overview