Thesis Abstract

Abstract
This research project aimed to investigate the impact of social media influencers on consumer behavior. The study utilized a mixed-methods approach, combining quantitative survey data with qualitative interviews to provide a comprehensive analysis. The quantitative data was collected through an online survey distributed to a sample of 500 participants, focusing on their perceptions and behaviors related to social media influencers. The results indicated a significant influence of social media influencers on consumer behavior, with a majority of respondents reporting that they had made purchasing decisions based on influencer recommendations. The qualitative interviews were conducted with a subset of survey participants to gain deeper insights into the reasons behind their behavior. Thematic analysis revealed several key themes, including trust in influencers, identification with influencers' lifestyles, and the impact of influencer authenticity on purchasing decisions. The findings suggest that social media influencers play a crucial role in shaping consumer attitudes and behaviors, acting as trusted sources of information and inspiration for their followers. Moreover, the study explored the differences in influencer impact across various demographic groups, such as age, gender, and income level. The results showed that younger participants were more likely to be influenced by social media influencers, while income level did not have a significant effect on influencer impact. Gender differences were also observed, with female participants being more influenced by beauty and fashion influencers, while male participants were more influenced by technology and gaming influencers. Overall, this research contributes to the growing body of literature on social media marketing and consumer behavior by providing empirical evidence of the impact of social media influencers. The findings have important implications for businesses and marketers seeking to leverage influencer marketing strategies to reach and engage consumers effectively. By understanding the mechanisms through which influencers influence consumer behavior, companies can develop more targeted and successful marketing campaigns that resonate with their target audience.

Thesis Overview