Thesis Abstract

Abstract
This research project focuses on investigating the impact of social media influencers on consumer behavior. Social media influencers have become a prominent marketing tool in recent years, with brands leveraging their reach and credibility to promote products and services. The study aims to explore how social media influencers influence consumer decision-making processes, including awareness, attitudes, and purchase intentions. The research will adopt a mixed-methods approach, combining qualitative and quantitative data collection techniques to provide a comprehensive analysis. Qualitative interviews with consumers will be conducted to gain insights into their perceptions of social media influencers and how they affect their purchasing behavior. On the other hand, quantitative surveys will be used to gather data on the extent to which consumers are influenced by social media influencers and the factors that contribute to their influence. The study will also examine the role of different types of social media influencers, such as macro-influencers, micro-influencers, and celebrity influencers, in shaping consumer behavior. By comparing the effectiveness of various types of influencers, the research aims to provide valuable insights for marketers on selecting the most suitable influencer for their campaigns. Furthermore, the research will investigate the ethical considerations surrounding influencer marketing, including issues related to transparency, authenticity, and trust. As influencer marketing continues to evolve, it is crucial to address ethical concerns to maintain consumer trust and credibility in the long term. The findings of this research project are expected to contribute to the existing body of knowledge on social media influencer marketing and consumer behavior. By understanding the mechanisms through which social media influencers influence consumers, marketers can develop more effective strategies to engage their target audience and drive purchase decisions. Overall, this research project aims to provide actionable insights for marketers seeking to leverage social media influencers in their marketing campaigns. By examining the impact of social media influencers on consumer behavior and addressing ethical considerations, this study seeks to enhance the effectiveness of influencer marketing strategies and contribute to the sustainable growth of this marketing practice.

Thesis Overview