Thesis Abstract

Abstract
In the rapidly evolving digital landscape, social media influencers have emerged as powerful figures shaping consumer behavior. This thesis examines the impact of social media influencers on consumer behavior in the digital age. The study delves into the dynamics of influencer marketing, exploring how influencers leverage their online presence to influence consumer decisions and preferences. The research investigates the reasons behind the effectiveness of influencer marketing, shedding light on the psychological mechanisms at play in the influencer-consumer relationship. Through a comprehensive literature review, this thesis analyzes existing studies on social media influencers, consumer behavior, and digital marketing strategies. The review highlights the key theories and concepts that underpin the influence of social media influencers on consumer behavior, providing a theoretical framework for the empirical research conducted in this study. The research methodology section outlines the approach taken to investigate the impact of social media influencers on consumer behavior. Utilizing both qualitative and quantitative methods, the study collects data through surveys, interviews, and content analysis of social media platforms. The research design aims to provide a comprehensive understanding of the factors that drive consumer engagement with social media influencers and the implications for brand perception and purchase behavior. Findings from the study reveal the significant influence that social media influencers wield over consumer behavior in the digital age. The analysis uncovers the key factors that contribute to the effectiveness of influencer marketing campaigns, including authenticity, credibility, and relatability. The study also identifies the challenges and limitations associated with influencer marketing, such as issues of transparency, trust, and audience fatigue. This thesis concludes by summarizing the main findings and implications of the research. The study underscores the importance of social media influencers as key players in shaping consumer behavior in the digital age and provides insights for marketers and brands seeking to leverage influencer partnerships effectively. The implications of the research extend to academia, industry practitioners, and policymakers, as they navigate the evolving landscape of digital marketing and consumer engagement. In conclusion, this thesis contributes to the existing body of knowledge on social media influencers and consumer behavior, offering valuable insights into the mechanisms driving consumer engagement with influencers in the digital age. The findings provide a foundation for future research in this field and offer practical recommendations for marketers looking to harness the power of influencer marketing to reach and engage with target audiences effectively.

Thesis Overview