Thesis Abstract

Abstract
In recent years, influencer marketing has emerged as a powerful tool for brands to reach and engage with consumers. This study investigates the impact of influencer marketing on consumer purchase decisions. The research aims to explore the effectiveness of influencer marketing in influencing consumer behavior and driving purchase decisions. The study will also examine the factors that contribute to the success of influencer marketing campaigns and the challenges faced by brands in implementing such strategies. The research methodology includes a comprehensive literature review to provide a theoretical framework for understanding the role of influencers in the marketing landscape. A mixed-method approach will be employed, combining qualitative interviews with marketing professionals and quantitative surveys with consumers to gather insights into the effectiveness of influencer marketing. The findings of the study are expected to shed light on the significance of influencer marketing in shaping consumer perceptions and influencing purchasing behavior. The results will also provide practical recommendations for brands looking to leverage influencer marketing as part of their overall marketing strategy. Overall, this study contributes to the existing body of knowledge on influencer marketing and its impact on consumer purchase decisions. By examining the key factors that influence the effectiveness of influencer marketing campaigns, this research aims to provide valuable insights for marketers and brands seeking to capitalize on this growing trend in the digital marketing landscape.

Thesis Overview

The project titled "The Impact of Influencer Marketing on Consumer Purchase Decisions" aims to explore and analyze the influence of influencer marketing on consumer behavior and purchase decisions. Influencer marketing has become a prominent strategy for brands to reach and engage with their target audience in the digital age. This research seeks to provide valuable insights into how influencer marketing affects consumer perceptions, attitudes, and ultimately their purchase decisions. The study will begin by examining the background of influencer marketing, its evolution, and the key factors that contribute to its effectiveness in influencing consumer behavior. This will be followed by a detailed literature review that will explore existing research on influencer marketing, consumer behavior theories, and the impact of social media on consumer decision-making processes. The research methodology will involve a combination of qualitative and quantitative approaches to gather data from both influencers and consumers. Surveys and interviews will be conducted to collect primary data, while secondary data from industry reports and academic literature will also be analyzed to provide a comprehensive understanding of the subject matter. The findings from the research will be presented and discussed in detail in chapter four, where the impact of influencer marketing on various aspects of consumer purchase decisions will be analyzed. This will include examining the role of trust, credibility, and authenticity in influencer marketing, as well as the effectiveness of different types of influencers and content in influencing consumer behavior. In conclusion, this study will provide valuable insights for marketers, brands, and influencers on how to leverage influencer marketing effectively to drive consumer engagement, build brand loyalty, and ultimately influence purchase decisions. By understanding the dynamics of influencer marketing and its impact on consumer behavior, businesses can develop more strategic and targeted marketing campaigns to maximize their ROI and achieve their marketing objectives.