Thesis Abstract

Abstract
This research project focuses on analyzing the impact of social media influencers on consumer behavior and purchase decisions. With the rise of social media platforms such as Instagram, YouTube, and TikTok, influencers have become powerful figures in shaping consumer preferences and trends. The study aims to investigate how influencer marketing strategies influence consumers' attitudes, perceptions, and ultimately their purchasing behavior. The research methodology involves a combination of qualitative and quantitative approaches. Data will be collected through surveys and interviews with both consumers and influencers to gain insights into their perspectives on influencer marketing. The survey will include questions about the frequency of interaction with influencers, the types of products promoted, and the influence of influencers on purchase decisions. The research also considers factors such as trust, credibility, and authenticity in influencer marketing. Consumers often develop parasocial relationships with influencers, which can impact their trust and loyalty towards the brands promoted by these influencers. Understanding the role of trust and authenticity in influencer marketing is crucial for brands looking to leverage this marketing channel effectively. Additionally, the study explores the differences in consumer behavior based on demographic factors such as age, gender, and income level. These factors can influence how consumers engage with influencer content and the extent to which they are influenced by it. By segmenting the data based on demographics, the research aims to provide a comprehensive analysis of the varying effects of influencer marketing on different consumer groups. Furthermore, the research considers the ethical implications of influencer marketing, especially regarding disclosure and transparency. As influencers often blur the lines between personal recommendations and paid promotions, there is a growing concern about the transparency of these marketing practices. The study will examine consumers' perceptions of transparency in influencer marketing and its impact on their trust and credibility towards influencers and brands. Overall, this research project contributes to the existing literature on influencer marketing by providing a detailed analysis of the factors that influence consumer behavior in response to influencer content. The findings will offer valuable insights for marketers and brands seeking to optimize their influencer marketing strategies and enhance their relationships with consumers in the digital age.

Thesis Overview