Thesis Abstract

Abstract
In recent years, influencer marketing has emerged as a powerful tool for brands to connect with consumers and drive purchasing decisions. This thesis explores the impact of influencer marketing on consumer purchase intentions, aiming to provide valuable insights for marketers and businesses seeking to leverage this strategy effectively. The study begins with an overview of the increasing popularity and effectiveness of influencer marketing in the digital age, setting the stage for a comprehensive examination of its influence on consumer behavior. The research methodology employed in this study includes a thorough literature review, quantitative analysis, and qualitative interviews with both influencers and consumers. Chapter two presents a detailed review of existing literature on influencer marketing, highlighting key theories, concepts, and empirical findings that inform the research framework. The literature review encompasses ten critical aspects of influencer marketing, including the role of trust, authenticity, and engagement in shaping consumer attitudes and purchase intentions. Chapter three delves into the research methodology used to investigate the impact of influencer marketing on consumer purchase intentions. This chapter outlines the research design, data collection methods, sampling techniques, and analytical tools employed to analyze the findings. The methodology section includes eight key components, such as research approach, data collection instruments, and data analysis procedures, ensuring the rigor and validity of the study. Chapter four presents a detailed discussion of the research findings, examining the relationship between influencer marketing strategies and consumer purchase intentions. The results of the study reveal significant insights into the factors that influence consumer attitudes towards influencer content and their subsequent purchase decisions. The discussion chapter provides a nuanced analysis of the data, highlighting key trends, patterns, and implications for marketers and businesses. Finally, chapter five offers a comprehensive conclusion and summary of the thesis, synthesizing the key findings, implications, and recommendations for future research and practice. The conclusion chapter underscores the importance of influencer marketing as a strategic tool for brands to engage with consumers, build brand awareness, and drive purchase intentions. The abstract concludes with a call to action for marketers to adopt best practices and innovative strategies in influencer marketing to achieve sustainable growth and success in an increasingly competitive marketplace. In conclusion, this thesis contributes to the evolving literature on influencer marketing by shedding light on its impact on consumer purchase intentions. By examining the role of influencers in shaping consumer behavior, this study provides valuable insights and practical recommendations for marketers seeking to harness the power of influencer marketing to drive business growth and enhance brand loyalty.

Thesis Overview

The project titled "The Impact of Influencer Marketing on Consumer Purchase Intentions" aims to investigate the increasingly prevalent marketing strategy of influencer marketing and its effect on consumer purchase intentions. Influencer marketing has emerged as a powerful tool for brands to reach their target audience through individuals with large social media followings and perceived expertise in specific niches. This research seeks to explore the various aspects of influencer marketing, including the types of influencers, strategies utilized, and the impact on consumer behavior. The study will begin by providing an introduction to influencer marketing, outlining its evolution, and discussing its significance in the current marketing landscape. The background of the study will delve into the theoretical foundations of influencer marketing, drawing on relevant literature to establish a framework for the research. The problem statement will highlight the gaps in existing literature and underscore the need for further investigation into the impact of influencer marketing on consumer purchase intentions. The objectives of the study will be clearly defined, aiming to examine the factors that influence consumer purchase decisions in response to influencer marketing campaigns. The limitations of the study will be acknowledged, recognizing potential constraints such as sample size, data collection methods, and external factors that may impact the research findings. The scope of the study will be outlined to clarify the specific areas of influencer marketing and consumer behavior that will be explored. The significance of the study lies in its potential to provide valuable insights for marketers, brands, and influencers looking to optimize their strategies and maximize the impact of influencer marketing on consumer purchase intentions. By understanding the mechanisms through which influencers influence consumer behavior, businesses can tailor their campaigns to better resonate with their target audience and drive sales. The structure of the thesis will be outlined to guide the reader through the research process, from the introduction to the conclusion. Definitions of key terms related to influencer marketing and consumer purchase intentions will be provided to ensure a clear understanding of the concepts discussed throughout the study. Overall, this research overview sets the stage for a comprehensive investigation into the impact of influencer marketing on consumer purchase intentions. By exploring the dynamics between influencers, brands, and consumers, this study aims to contribute to the growing body of knowledge in the field of marketing and provide actionable insights for industry practitioners.