Utilizing Social Media Influencers for Brand Promotion: A Study on Consumer Engagement and Purchase Intentions

Thesis Abstract

Abstract
With the digital landscape continuously evolving, the utilization of social media influencers has emerged as a popular strategy for brand promotion. This thesis investigates the impact of social media influencers on consumer engagement and purchase intentions. The study aims to explore how consumers interact with brands through influencers on social media platforms and how this engagement influences their purchase decisions. The research methodology employed a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather data from a diverse sample of consumers. The findings reveal the significant role that social media influencers play in shaping consumer perceptions and behaviors towards brands. Through the analysis of consumer engagement metrics and purchase intent indicators, the study uncovers the mechanisms through which influencers influence consumer decision-making processes. The literature review delves into the theoretical foundations of influencer marketing, consumer behavior, and social media engagement. It examines previous studies on the effectiveness of influencer marketing strategies and the psychological factors that underlie consumer engagement with influencers. The research methodology section outlines the sampling strategy, data collection methods, and analytical techniques used to investigate the research questions. The discussion of findings section presents a detailed analysis of the survey results and interview findings, highlighting the key themes and patterns that emerged from the data. The findings indicate that social media influencers have a significant impact on consumer engagement levels, affecting brand perceptions and purchase intentions. Factors such as influencer credibility, authenticity, and relevance influence consumer trust and willingness to purchase promoted products. In conclusion, this thesis contributes to the existing literature on influencer marketing by providing empirical evidence of the effectiveness of social media influencers in brand promotion. The study offers practical insights for marketers and brand managers seeking to leverage influencers as part of their marketing strategies. By understanding the dynamics of consumer engagement with influencers, brands can optimize their influencer partnerships to enhance brand visibility, credibility, and ultimately drive purchase behavior.