Thesis Abstract

Abstract
In the contemporary digital age, the rise of social media influencers has significantly transformed the landscape of brand marketing and consumer behavior. This thesis delves into the profound impact that social media influencers have on brand perception and consumer behavior, exploring the dynamics of influence, trust, and engagement in the digital realm. The study aims to provide insights into how social media influencers shape consumer attitudes towards brands and influence their purchasing decisions. The research begins with an introduction that sets the context for the study, followed by a comprehensive background that examines the evolution of social media influencers and their role in the digital marketing ecosystem. The problem statement highlights the gaps in existing literature and the need to understand the nuanced relationship between influencers, brands, and consumers. The objectives of the study are outlined to investigate the key factors driving consumer engagement with social media influencers and their impact on brand perception. Acknowledging the limitations of the study, the scope is defined to focus on specific social media platforms and industries to provide a detailed analysis of the phenomenon. The significance of the study lies in its contribution to the academic understanding of influencer marketing and its practical implications for marketers and brand managers. The structure of the thesis is outlined to guide the reader through the research methodology, findings, and conclusions. The literature review delves into ten key themes, including influencer authenticity, credibility, and the role of social media platforms in shaping consumer behavior. Drawing on existing research and theoretical frameworks, the review provides a comprehensive understanding of the factors influencing consumer perceptions of brands promoted by social media influencers. The research methodology section details the quantitative and qualitative approaches employed to gather data from consumers, influencers, and brand representatives. The sampling strategy, data collection methods, and analysis techniques are described to ensure the rigor and validity of the study findings. The discussion of findings presents an in-depth analysis of the data collected, highlighting the key findings and their implications for brand marketing strategies. In conclusion, the thesis synthesizes the key findings to offer insights into the impact of social media influencers on brand perception and consumer behavior in the digital age. The implications for marketers, brand managers, and influencers are discussed, along with recommendations for future research in this rapidly evolving field. Overall, this study contributes to the growing body of knowledge on influencer marketing and its role in shaping consumer attitudes and behaviors in the digital era.

Thesis Overview

The project titled "The Impact of Social Media Influencers on Brand Perception and Consumer Behavior in the Digital Age" aims to explore and analyze the significant influence that social media influencers have on brand perception and consumer behavior in the current digital era. With the rise of social media platforms and the emergence of influencers as powerful online personalities, there is a growing interest in understanding how their activities impact consumer decision-making processes and brand image. The research will delve into the dynamic relationship between social media influencers, brands, and consumers, focusing on how influencers shape brand perceptions and influence consumer behavior through their online content and engagement strategies. By examining this relationship, the study seeks to provide valuable insights into the effectiveness of influencer marketing as a strategic tool for brands to engage with their target audiences in the digital landscape. The project will utilize a mixed-method approach, combining quantitative analysis of consumer responses and qualitative assessment of influencer-brand collaborations to gain a comprehensive understanding of the impact of social media influencers on brand perception and consumer behavior. Through surveys, interviews, and content analysis, the research will explore the factors that contribute to the success of influencer marketing campaigns and the potential challenges and limitations associated with this marketing strategy. Moreover, the study will also investigate the role of authenticity, credibility, and trust in influencer-brand partnerships, as well as the ethical considerations and regulatory issues that influence the effectiveness and transparency of influencer marketing practices. By critically examining these factors, the research aims to provide practical recommendations for brands and marketers seeking to leverage social media influencers to enhance brand perception and drive consumer engagement in the digital age. Overall, the project on "The Impact of Social Media Influencers on Brand Perception and Consumer Behavior in the Digital Age" aspires to contribute to the existing body of knowledge on influencer marketing and offer valuable insights for academics, practitioners, and industry professionals interested in understanding the evolving dynamics of brand-consumer relationships in the contemporary digital landscape.