Thesis Abstract

In today's saturated advertising landscape, brands are constantly seeking innovative ways to cut through the noise and connect with their target audience. This project explores the growing phenomenon of influencer marketing and its impact on brand promotion and consumer engagement. By partnering with individuals who hold social authority and credibility with specific communities, brands gain access to authentic storytelling, targeted reach, and increased trust among consumers. This project delves into the various strategies and tactics employed by influencer marketing, analyzes its effectiveness in generating engagement and driving sales, and examines the ethical considerations surrounding this powerful marketing tool. Ultimately, the project aims to provide a comprehensive understanding of how influencer marketing impacts brand promotion and consumer engagement, offering valuable insights for both businesses and influencers looking to navigate this dynamic space responsibly.

Thesis Overview

The traditional marketing landscape is evolving at a rapid pace, with consumers increasingly turning to trusted individuals for recommendations and purchase decisions. Influencer marketing has emerged as a powerful tool, leveraging the social authority and credibility of individuals (influencers) to promote brands and engage with their audience. This project aims to shed light on the intricate relationship between influencer marketing, brand promotion, and consumer engagement.

By exploring the different strategies and tactics employed by influencers, analyzing the factors that drive engagement, and examining the ethical considerations surrounding this practice, the project strives to provide a comprehensive and balanced understanding of this dynamic marketing tool. Ultimately, the goal is to offer valuable insights for both businesses and influencers looking to harness the power of influencer marketing responsibly and effectively.