Thesis Abstract

Abstract
In recent years, influencer marketing has emerged as a powerful tool for brands to reach and engage with their target consumers. This study investigates the impact of influencer marketing on consumer purchase behavior, aiming to provide insights into how influencers influence consumer decision-making processes. The research adopts a mixed-methods approach, combining quantitative surveys with qualitative interviews to gather comprehensive data from both consumers and influencers. The study begins with an exploration of the theoretical foundations of influencer marketing and consumer behavior, providing a background for understanding the interactions between influencers and consumers. It then identifies and analyzes the key factors that influence consumer purchase behavior in the context of influencer marketing, such as credibility, trust, and authenticity. Through a thorough review of relevant literature, the study presents a comprehensive analysis of existing theories and empirical studies on influencer marketing and consumer behavior. The literature review highlights the current state of research in the field and identifies gaps that this study aims to address. The research methodology section outlines the research design, data collection methods, and analysis techniques employed in the study. Surveys are conducted to gather quantitative data on consumer perceptions and behaviors related to influencer marketing, while interviews with influencers provide qualitative insights into their strategies and experiences. The findings of the study reveal the significant impact of influencer marketing on consumer purchase behavior. Consumers are found to be influenced by various factors, including the credibility and expertise of influencers, the relevance of the content, and the perceived authenticity of brand partnerships. The study also uncovers differences in consumer responses to different types of influencers, such as macro- and micro-influencers. The discussion section delves into the implications of the findings for marketers and offers practical recommendations for developing effective influencer marketing strategies. The study concludes with a summary of key findings, implications for theory and practice, and suggestions for future research directions in the field of influencer marketing and consumer behavior. Overall, this study contributes to the existing body of knowledge by providing valuable insights into the impact of influencer marketing on consumer purchase behavior. The findings have important implications for marketers seeking to leverage influencer partnerships to enhance brand engagement and drive consumer purchasing decisions.

Thesis Overview