Thesis Abstract

Abstract
In the contemporary digital landscape, social media influencers have emerged as powerful brand advocates, capable of shaping consumer perceptions and fostering engagement. This thesis explores the utilization of social media influencers for brand promotion and investigates its impact on consumer perceptions and engagement. The study is grounded in the recognition of the increasing significance of social media influencers in marketing strategies and the need to understand their role in shaping consumer behavior. The research begins with a comprehensive review of existing literature on social media influencers, brand promotion, consumer perceptions, and engagement. Through a systematic analysis of relevant studies and theoretical frameworks, this review establishes a foundation for understanding the key concepts and relationships that underpin the research. Building on the literature review, the research methodology section outlines the approach taken to investigate the utilization of social media influencers for brand promotion. The methodology encompasses the research design, sampling strategy, data collection methods, and data analysis techniques employed in the study. By detailing the research process, this section provides transparency and clarity regarding the methods used to gather and analyze data. The empirical findings section presents the results of the study, highlighting the impact of social media influencers on consumer perceptions and engagement. Through the analysis of survey data and interviews with consumers and influencers, the study uncovers valuable insights into the effectiveness of utilizing social media influencers for brand promotion. The findings shed light on the factors that influence consumer perceptions of brands endorsed by influencers and the mechanisms through which influencers drive engagement with brands. The discussion of findings section delves into the implications of the study results and their relevance to marketing practice and theory. By critically analyzing the findings in the context of existing research and industry trends, this section offers a nuanced understanding of the role of social media influencers in brand promotion. Moreover, it explores practical recommendations for marketers seeking to leverage influencers effectively and enhance consumer engagement with their brands. In conclusion, this thesis underscores the growing importance of social media influencers in contemporary marketing strategies and their potential to influence consumer perceptions and engagement. By elucidating the dynamics of utilizing social media influencers for brand promotion, the study contributes to the body of knowledge on influencer marketing and offers valuable insights for marketers aiming to optimize their brand promotion strategies in the digital age.

Thesis Overview

The project titled "Utilizing Social Media Influencers for Brand Promotion: A Study on Consumer Perception and Engagement" aims to investigate the impact of social media influencers on brand promotion, specifically focusing on consumer perception and engagement. In recent years, social media influencers have become powerful assets for brands looking to reach their target audience in a more authentic and relatable way. This research seeks to delve into the dynamics of how social media influencers influence consumer behavior and brand perceptions. The study will begin with an exploration of the background of using social media influencers in marketing strategies, highlighting the evolution of influencer marketing and its increasing significance in the digital age. The problem statement will emphasize the need to understand the effectiveness of utilizing social media influencers and the potential challenges associated with this marketing approach. The objectives of the study will outline the specific goals, such as examining consumer attitudes towards influencer-promoted brands and analyzing the level of consumer engagement generated through influencer marketing campaigns. Limitations and scope of the study will be clearly defined to provide context for the research methodology. The significance of the study will be highlighted to underscore the potential contributions to the field of marketing and provide practical insights for brands seeking to enhance their promotional strategies. The structure of the thesis will outline the organization of the research, guiding the reader through the various chapters and sections. The literature review will provide a comprehensive analysis of existing studies and theories related to social media influencers, brand promotion, consumer behavior, and engagement. This section will serve as the foundation for the research framework and help establish the theoretical underpinnings of the study. The research methodology will detail the approach adopted for data collection and analysis, including research design, sampling techniques, data collection methods, and statistical tools utilized. The discussion of findings will present the results of the study, analyzing the data collected and interpreting the implications for brand promotion strategies. In conclusion, the study will offer a summary of the key findings, discussing the implications for marketers and suggesting future research directions in the field of influencer marketing. Overall, this research aims to shed light on the effectiveness of utilizing social media influencers for brand promotion, providing valuable insights for businesses looking to leverage influencer partnerships to enhance consumer perception and engagement.