Thesis Abstract

Abstract
The research project focused on analyzing the impact of social media influencers on consumer purchasing behavior. The study utilized a mixed-methods approach, combining quantitative data analysis with qualitative insights from interviews with both influencers and consumers. The quantitative analysis involved examining the correlation between the number of followers an influencer has and the engagement levels on sponsored posts. The results indicated a strong positive relationship, suggesting that influencers with a larger following tend to generate higher engagement rates. Additionally, the qualitative interviews provided valuable insights into the factors that influence consumer trust in influencers and their recommendations. Trust emerged as a critical factor, with consumers highlighting authenticity, transparency, and expertise as key elements that shape their perception of influencers. Moreover, the study explored the role of influencer marketing in different industries, including fashion, beauty, travel, and food. The findings revealed that while influencers play a significant role in shaping consumer preferences and driving purchase decisions across various sectors, the effectiveness of influencer marketing strategies may vary based on the industry and target audience. Furthermore, the research investigated the impact of influencer collaborations with brands on consumer behavior. The analysis of consumer responses to sponsored content indicated that strategic partnerships between influencers and brands can enhance brand awareness, credibility, and purchase intent. Overall, the study provides valuable insights into the complex dynamics of influencer marketing and its influence on consumer behavior. The findings highlight the importance of trust, authenticity, and strategic partnerships in building successful influencer marketing campaigns. This research contributes to the existing literature by offering a comprehensive analysis of the factors that drive consumer purchasing decisions in the context of social media influencers.

Thesis Overview