Thesis Abstract

Abstract
In the contemporary digital landscape, the role of social media influencers has become increasingly prominent in shaping consumer behavior. This thesis investigates the impact of social media influencers on consumer behavior through a detailed case study analysis. The study delves into how influencers leverage their online presence to influence consumer perceptions, attitudes, and purchasing decisions. By examining the strategies employed by influencers and their effects on consumer behavior, this research contributes to the understanding of the evolving dynamics between social media influencers and consumers. The first chapter provides an introduction to the topic, outlining the background of the study, stating the problem statement, setting the objectives, discussing the limitations and scope of the study, highlighting the significance of the research, and presenting the structure of the thesis. Chapter two conducts a comprehensive literature review, exploring ten key areas related to social media influencers, consumer behavior, and their interplay. Chapter three details the research methodology employed in this study, including the research design, data collection methods, sampling techniques, and data analysis procedures. The chapter also discusses ethical considerations, reliability, and validity issues in the research process. Chapter four presents an in-depth discussion of the findings derived from the case study analysis, examining how social media influencers influence various aspects of consumer behavior. The findings reveal the mechanisms through which influencers impact consumer perceptions, preferences, and purchasing decisions. The chapter also explores the implications of these findings for marketers, businesses, and influencers themselves. Finally, chapter five offers a conclusive summary of the research findings, reiterates the key insights gained from the study, discusses the implications for theory and practice, and suggests avenues for future research. Overall, this thesis sheds light on the complex relationship between social media influencers and consumer behavior, offering valuable insights for marketers, businesses, and scholars interested in understanding and leveraging the power of influencer marketing in the digital age.

Thesis Overview