Thesis Abstract

The abstract for the project is as follows Abstract
This research project focuses on exploring the impact of social media influencers on consumer behavior. In recent years, social media influencers have become powerful figures in shaping consumer preferences and purchasing decisions. With the rise of platforms like Instagram, YouTube, and TikTok, influencers have gained massive followings and are able to reach millions of users with their content. The study aims to investigate how social media influencers affect consumer behavior through various mechanisms such as credibility, trust, and social proof. By conducting surveys and interviews with consumers, the research will analyze the factors that make influencers influential and how their recommendations impact consumer choices. Furthermore, the project will assess the role of authenticity and transparency in influencer marketing. As influencer partnerships with brands become more common, there is a growing concern about the authenticity of sponsored content and the potential impact on consumer trust. By examining the perceptions of consumers towards sponsored posts and disclosures, this study will provide insights into how transparency can affect consumer trust and engagement. In addition, the research will explore the effectiveness of different types of influencers, such as macro-influencers, micro-influencers, and nano-influencers, in influencing consumer behavior. By comparing the reach, engagement, and conversion rates of different influencer tiers, the project aims to identify the most effective strategies for brands to collaborate with influencers and drive consumer action. Overall, this project seeks to contribute to the existing literature on social media marketing and consumer behavior by providing a comprehensive analysis of the impact of social media influencers. The findings will offer valuable insights for marketers, brands, and influencers on how to leverage influencer partnerships to engage consumers, build trust, and drive sales. By understanding the dynamics of influencer marketing, businesses can develop more effective strategies to connect with their target audience and achieve their marketing objectives.

Thesis Overview