Thesis Abstract

Abstract
In the digital age, social media influencers have emerged as powerful entities shaping consumer behavior and brand perception. This thesis investigates the impact of social media influencers on brand perception and consumer behavior, focusing on the dynamic relationship between influencers, brands, and consumers in the digital landscape. The study aims to provide insights into how social media influencers influence brand perception and consumer behavior and the implications for marketing strategies in the digital age. The research methodology employed a mixed-methods approach, combining qualitative and quantitative data collection techniques. A comprehensive literature review was conducted to explore existing theories and research on social media influencers, brand perception, and consumer behavior. The study also involved primary data collection through surveys and interviews with consumers, social media influencers, and marketing professionals. The findings reveal that social media influencers play a significant role in shaping brand perception and influencing consumer behavior. Consumers tend to trust and engage with influencers who align with their values, interests, and preferences. The authenticity and credibility of influencers emerged as critical factors influencing brand perception and consumer trust. The study also identified the importance of transparency and disclosure in influencer marketing to maintain credibility and trust with consumers. The implications of the study suggest that brands need to carefully select and collaborate with influencers whose values and image align with their brand identity. Marketers should focus on building authentic relationships with influencers and consumers to create meaningful and engaging content that resonates with their target audience. Additionally, marketers need to be transparent and ethical in their influencer marketing practices to maintain consumer trust and credibility. Overall, this thesis contributes to the understanding of the impact of social media influencers on brand perception and consumer behavior in the digital age. The findings provide valuable insights for marketers, brands, and influencers to develop effective strategies for engaging with consumers and building strong brand relationships in the digital landscape.

Thesis Overview

The research project titled "The Impact of Social Media Influencers on Brand Perception: A Study of Consumer Behavior in the Digital Age" aims to investigate the significant influence that social media influencers have on shaping brand perception among consumers in the contemporary digital landscape. In recent years, social media platforms have become integral channels for marketing and promotion, with influencers playing a crucial role in shaping consumer attitudes and behaviors towards brands. This study seeks to explore the extent to which social media influencers impact brand perception, how consumers engage with influencer content, and the implications for brand management strategies in the digital age. The project will begin with a comprehensive review of relevant literature on social media marketing, influencer marketing, consumer behavior, and brand perception. This review will provide a theoretical framework for understanding the dynamics between social media influencers and brand perception, highlighting key concepts, theories, and empirical studies in the field. By synthesizing existing knowledge, the research aims to identify gaps in the current literature and establish a foundation for the empirical investigation. Through a mixed-methods approach, the research will collect and analyze data from both qualitative and quantitative sources. Surveys, interviews, and content analysis of social media platforms will be employed to gather insights into consumer perceptions of brands promoted by influencers, the factors influencing their purchasing decisions, and their engagement with influencer-generated content. By triangulating data from multiple sources, the study intends to provide a comprehensive understanding of the complexities involved in the relationship between social media influencers and brand perception. The findings of this research are expected to contribute to both academia and industry by shedding light on the mechanisms through which social media influencers influence consumer behavior and brand perception. The implications of the study may inform marketing practitioners, brand managers, and social media influencers on effective strategies for leveraging influencer marketing to enhance brand image and consumer engagement. Ultimately, the research aims to advance knowledge in the field of social media marketing and provide practical insights for businesses seeking to navigate the evolving digital landscape and capitalize on the power of influencer endorsements.