Thesis Abstract

Abstract
In recent years, the marketing landscape has witnessed a significant shift with the rise of influencer marketing as a powerful tool for engaging consumers and driving purchase decisions. This thesis explores the impact of influencer marketing on consumer purchase decisions, seeking to understand the mechanisms through which influencers influence consumer behavior and the implications for brands. The study is guided by the following objectives to examine the role of influencers in shaping consumer attitudes and perceptions, to analyze the effectiveness of influencer marketing in driving purchase intent, and to explore the factors that enhance or diminish the influence of influencers on consumer decision-making. Chapter One provides an introduction to the research topic, outlining the background of the study, problem statement, objectives, limitations, scope, significance, structure of the thesis, and definition of key terms. The chapter sets the stage for the subsequent chapters by establishing the context and rationale for investigating the impact of influencer marketing on consumer purchase decisions. Chapter Two presents a comprehensive literature review that synthesizes existing research on influencer marketing, consumer behavior, and purchase decisions. The review covers key concepts such as social influence theory, source credibility, brand endorsement, and the role of trust in influencer-brand-consumer relationships. By reviewing relevant studies, this chapter aims to provide a theoretical foundation for understanding the impact of influencer marketing on consumer behavior. Chapter Three outlines the research methodology employed in this study, including the research design, data collection methods, sample selection, and data analysis techniques. The chapter also discusses ethical considerations and limitations of the research approach. By detailing the methodology, this chapter ensures the rigor and validity of the research findings. Chapter Four presents the findings of the study, highlighting the key insights derived from the analysis of data collected from surveys, interviews, and content analysis. The chapter examines the influence of influencers on consumer purchase decisions, the factors that drive consumer engagement with influencers, and the challenges faced by brands in leveraging influencer marketing effectively. Chapter Five offers a conclusion and summary of the thesis, presenting the main findings, implications for theory and practice, and recommendations for future research. The chapter underscores the significance of influencer marketing as a strategic tool for brands seeking to engage consumers and drive purchase decisions in a dynamic and competitive marketplace. In conclusion, this thesis contributes to the growing body of literature on influencer marketing by providing insights into the impact of influencers on consumer purchase decisions. By examining the role of influencers in shaping consumer behavior, this study offers valuable implications for marketers, brands, and influencers seeking to harness the power of influencer marketing in driving consumer engagement and loyalty.

Thesis Overview

The project titled "The Impact of Influencer Marketing on Consumer Purchase Decisions" aims to explore the significant influence of influencer marketing on consumer behavior and purchase decisions in the contemporary digital marketing landscape. With the rise of social media platforms and the increasing popularity of influencers as key opinion leaders, understanding the impact of influencer marketing on consumer behavior has become crucial for businesses seeking to effectively engage with their target audience and drive sales. The research will delve into the various aspects of influencer marketing, including the types of influencers, the strategies employed by brands, and the ways in which consumers perceive and interact with influencer content. By examining existing literature on influencer marketing and consumer behavior, the study aims to provide insights into the effectiveness of influencer marketing in influencing consumer attitudes, preferences, and purchase decisions. Key areas of focus will include the role of trust and credibility in influencer marketing, the impact of influencer endorsements on brand perception, and the effectiveness of different types of influencers in engaging and persuading consumers. The research will also explore the potential benefits and limitations of influencer marketing, as well as the ethical considerations surrounding influencer-brand partnerships. Through a comprehensive analysis of relevant theories and empirical studies, the project seeks to contribute valuable insights to the field of marketing by shedding light on the complex dynamics between influencers, brands, and consumers. By gaining a deeper understanding of how influencer marketing influences consumer purchase decisions, businesses can enhance their marketing strategies and improve their overall performance in the digital marketplace. Overall, the research overview highlights the importance of investigating the impact of influencer marketing on consumer behavior and purchase decisions to help businesses navigate the evolving digital marketing landscape and effectively engage with their target audience.