Thesis Abstract

Abstract
In recent years, influencer marketing has emerged as a powerful tool for brands to connect with consumers and enhance brand engagement. This thesis explores the impact of influencer marketing on consumer behavior and brand engagement, aiming to provide valuable insights for marketers and businesses seeking to leverage this marketing strategy effectively. The study delves into the theoretical foundations of influencer marketing, consumer behavior theories, and brand engagement concepts to establish a comprehensive framework for analysis. Chapter One introduces the research topic, providing a background of the study, problem statement, objectives, limitations, scope, significance, structure of the thesis, and definitions of key terms. Chapter Two presents a detailed literature review that examines previous research on influencer marketing, consumer behavior, and brand engagement. This chapter synthesizes existing knowledge to identify gaps and opportunities for further investigation. Chapter Three outlines the research methodology, including research design, data collection methods, sampling techniques, and data analysis procedures. This chapter also discusses ethical considerations and limitations of the research approach. Chapter Four presents the findings of the study, analyzing the impact of influencer marketing on consumer behavior and brand engagement based on empirical data gathered through surveys, interviews, and case studies. The results reveal insights into the effectiveness of different influencer marketing strategies, the influence of influencers on consumer perceptions and purchasing decisions, and the role of brand engagement in building customer loyalty and advocacy. Chapter Five concludes the thesis by summarizing the key findings, discussing implications for marketers, and suggesting avenues for future research. Overall, this thesis contributes to the growing body of knowledge on influencer marketing and its effects on consumer behavior and brand engagement, offering practical recommendations for businesses to optimize their marketing efforts in the digital age.

Thesis Overview

Research Overview: In recent years, influencer marketing has emerged as a powerful strategy for brands to connect with consumers in authentic and engaging ways. This research project, titled "The Impact of Influencer Marketing on Consumer Behavior and Brand Engagement," aims to delve into the dynamic relationship between influencer marketing, consumer behavior, and brand engagement. The rise of social media platforms has given influencers a unique role in shaping consumer perceptions and purchasing decisions. By partnering with influencers who have a loyal following and strong influence within specific niches, brands can reach their target audiences in a more personalized and persuasive manner. This project seeks to explore how influencer marketing strategies influence consumer behavior, such as purchase intentions, brand loyalty, and engagement with the brand. Understanding the impact of influencer marketing on consumer behavior is crucial for brands looking to enhance their marketing strategies and drive business growth. By analyzing the effectiveness of different influencer marketing approaches, this research aims to provide valuable insights that can help brands optimize their influencer partnerships and maximize their impact on consumer engagement. Furthermore, the project will investigate the importance of authenticity and transparency in influencer marketing campaigns. Consumers today value authenticity and transparency from brands and influencers, and any perceived lack of genuineness can have a negative impact on consumer trust and brand reputation. By examining how authenticity and transparency influence consumer perceptions and behaviors in the context of influencer marketing, this research aims to shed light on best practices for brands to build genuine and meaningful relationships with their audiences. Overall, this research project on "The Impact of Influencer Marketing on Consumer Behavior and Brand Engagement" seeks to contribute to the existing body of knowledge on influencer marketing and provide practical insights for marketers and brands looking to leverage influencers effectively to drive consumer engagement and brand success in the digital age.