Thesis Abstract

Abstract
In the rapidly evolving landscape of digital marketing, the role of influencer marketing has become increasingly prominent, shaping consumer behavior in novel ways. This thesis investigates the impact of influencer marketing on consumer behavior in the digital age, seeking to understand the mechanisms through which influencers influence consumer perceptions, preferences, and purchasing decisions. The study employs a mixed-methods approach, combining quantitative surveys with qualitative interviews to provide a comprehensive analysis of the subject matter. The introductory chapter sets the stage for the research by presenting the background of the study, defining key terms, outlining the problem statement, objectives, limitations, scope, significance of the study, and the structure of the thesis. Chapter two conducts an extensive literature review, analyzing existing research on influencer marketing, consumer behavior, digital marketing trends, and relevant theoretical frameworks. Chapter three details the research methodology, including the research design, sampling techniques, data collection methods, and analysis procedures. The study engages with a diverse sample of consumers across different demographic profiles to capture a broad spectrum of insights into the topic. The methodology chapter also discusses ethical considerations and potential limitations of the research process. Chapter four presents the findings of the study, offering a detailed analysis of the data collected through surveys and interviews. The results shed light on the various ways in which influencer marketing influences consumer behavior, including brand awareness, purchase intent, trust in influencers, and authenticity perceptions. The chapter also explores the role of social media platforms and the types of influencers that resonate most with consumers. Finally, chapter five provides a comprehensive conclusion and summary of the thesis, highlighting key findings, implications for theory and practice, and avenues for future research. The study contributes to the existing body of knowledge by offering new insights into the complex interplay between influencer marketing and consumer behavior in the digital age. Overall, this thesis provides a deep dive into the impact of influencer marketing on consumer behavior, offering valuable insights for marketers, brands, influencers, and scholars seeking to navigate the dynamic landscape of digital marketing in the contemporary era.

Thesis Overview

The project titled "Exploring the Impact of Influencer Marketing on Consumer Behavior in the Digital Age" aims to investigate the influence of influencer marketing on consumer behavior within the context of the digital era. In recent years, influencer marketing has emerged as a powerful tool for brands to reach their target audience through social media platforms and online channels. This research project seeks to delve into the dynamics of influencer marketing and its impact on consumer behavior in the digital age. The study will begin with a comprehensive literature review to explore existing theories, concepts, and research findings related to influencer marketing and consumer behavior. This will provide a solid theoretical foundation for the research and help identify gaps in the current knowledge that warrant further investigation. The research methodology will involve both qualitative and quantitative approaches to gather data from relevant sources such as surveys, interviews, and content analysis of social media platforms. By combining these methods, the study aims to obtain a holistic understanding of how influencer marketing strategies influence consumer perceptions, attitudes, and purchasing decisions in the digital age. The findings of the research will be presented and analyzed in detail in the discussion section, highlighting key insights, trends, and implications for marketers and businesses. This section will offer a nuanced perspective on the role of influencer marketing in shaping consumer behavior and the effectiveness of different strategies in engaging and influencing target audiences. In conclusion, the research will provide valuable insights into the impact of influencer marketing on consumer behavior in the digital age, shedding light on the evolving dynamics of online marketing and the changing landscape of consumer-brand interactions. The study aims to contribute to the existing body of knowledge in the field of marketing and provide practical implications for businesses looking to leverage influencer marketing strategies to enhance their brand visibility and engage with consumers in the digital realm.