Thesis Abstract

Abstract
This research project investigates the impact of social media influencers on consumer behavior. With the rise of social media platforms, influencer marketing has become a popular strategy for brands to reach their target audience. The study aims to explore how social media influencers affect consumer perceptions, attitudes, and purchase intentions. A comprehensive literature review is conducted to understand the theoretical foundations of influencer marketing and consumer behavior. The research methodology includes both qualitative and quantitative analyses to provide a holistic view of the topic. Data is collected through surveys and interviews with consumers to gather insights into their interactions with social media influencers. The findings suggest that social media influencers play a significant role in shaping consumer behavior, influencing purchasing decisions, and building brand loyalty. The study also identifies key factors that contribute to the effectiveness of influencer marketing, such as authenticity, credibility, and relevance. Practical implications are discussed for marketers looking to leverage social media influencers in their marketing strategies. Overall, this research contributes to the growing body of knowledge on influencer marketing and its impact on consumer behavior.

Thesis Overview