Thesis Abstract

Abstract
In the contemporary era of digital marketing, the utilization of social media influencers has emerged as a prevalent strategy for brand promotion. This thesis explores the impact of social media influencers on consumer engagement and purchase intentions within the context of marketing. The study delves into the dynamic relationship between social media influencers and consumer behavior, aiming to provide insights into how brands can effectively leverage influencer partnerships to enhance customer engagement and drive purchase decisions. The research begins with a comprehensive review of the existing literature on social media influencers, consumer engagement, and purchase intentions. Through an analysis of relevant studies and theoretical frameworks, the thesis establishes a solid foundation for understanding the key concepts and relationships underpinning the research topic. Moving on to the methodology chapter, the research design, data collection methods, and analytical techniques employed in the study are detailed. Through a combination of quantitative surveys and qualitative interviews, data is collected from consumers to examine their perceptions and behaviors regarding social media influencers and brand engagement. The findings chapter presents the results of the empirical investigation, highlighting the impact of social media influencers on consumer attitudes, preferences, and purchase decisions. Through statistical analysis and thematic coding of qualitative data, key patterns and trends emerge, shedding light on the mechanisms through which influencers influence consumer behavior. In the discussion chapter, the implications of the findings are critically analyzed and contextualized within the broader marketing landscape. The thesis explores the practical implications for marketers seeking to optimize influencer partnerships and maximize consumer engagement and purchase intentions. Finally, the conclusion chapter synthesizes the key findings and contributions of the study, offering recommendations for future research and practical implications for marketing practitioners. By elucidating the complex interplay between social media influencers, consumer engagement, and purchase intentions, this thesis aims to advance our understanding of modern marketing strategies and enhance the effectiveness of brand promotion in the digital age.

Thesis Overview

The research project titled "Utilizing Social Media Influencers for Brand Promotion: A Study of Consumer Engagement and Purchase Intentions" aims to investigate the impact of social media influencers on consumer engagement and purchase intentions in the context of brand promotion. Social media influencers have become a prominent marketing tool for brands seeking to reach and engage with their target audience in a more authentic and relatable manner. This study seeks to explore how consumers interact with influencer-generated content, how this engagement influences their perceptions of the brand, and ultimately, how it affects their purchase decisions. The project will begin with a comprehensive introduction that sets the stage for the research by providing background information on the use of social media influencers in marketing and highlighting the significance of studying consumer engagement and purchase intentions in this context. The problem statement will outline the gaps in existing literature and the research objectives will clearly define the goals of the study. The limitations and scope of the research will also be discussed to provide a clear understanding of the boundaries within which the study will be conducted. The literature review section will delve into existing research on social media influencers, consumer behavior, brand promotion, and related concepts. It will critically analyze previous studies, identify key trends and theories, and establish a theoretical framework for the current research. This section will provide a solid foundation for understanding the factors that influence consumer engagement and purchase intentions in the context of social media influencer marketing. The research methodology chapter will detail the research design, data collection methods, sample selection, and data analysis techniques to be used in the study. It will explain how the research aims will be achieved and how the data collected will be analyzed to draw meaningful conclusions. The chapter will also discuss ethical considerations and potential limitations of the chosen methodology. The findings chapter will present the results of the study, analyzing the data collected to evaluate the impact of social media influencers on consumer engagement and purchase intentions. The discussion will interpret the findings in relation to the research objectives and existing literature, drawing conclusions and implications for theory and practice. Finally, the conclusion and summary chapter will summarize the key findings of the research, discuss their implications for marketers and brands, and suggest avenues for future research. The project will contribute to the growing body of knowledge on social media influencer marketing and provide valuable insights for marketers looking to enhance consumer engagement and drive purchase intentions through influencer collaborations.