Project Abstract

Abstract
The rise of social media has revolutionized the way brands engage with consumers, leading to the emergence of influencer marketing as a powerful tool for enhancing brand engagement and influencing purchasing behavior. This research explores the effectiveness of utilizing social media influencers to enhance brand engagement and purchasing behavior. The study aims to investigate the impact of influencer marketing on consumer perceptions, attitudes, and behaviors towards brands. Chapter One provides an introduction to the research topic, including the background of the study, problem statement, objectives, limitations, scope, significance, structure of the research, and definition of key terms. Chapter Two presents a comprehensive literature review on influencer marketing, brand engagement, and purchasing behavior, covering ten key aspects that inform the research context. Chapter Three outlines the research methodology, detailing the research design, data collection methods, sampling techniques, data analysis procedures, ethical considerations, and limitations of the study. The chapter also discusses the theoretical framework guiding the research and the selection criteria for social media influencers. Chapter Four presents a detailed discussion of the research findings, analyzing the impact of influencer marketing on brand engagement and purchasing behavior. The chapter examines how different types of influencers, content strategies, and engagement tactics influence consumer perceptions and behaviors. Finally, Chapter Five offers a conclusion and summary of the research, highlighting key findings, implications for theory and practice, recommendations for marketers, and suggestions for future research directions. This research contributes to the existing body of knowledge on influencer marketing and provides valuable insights for brands seeking to enhance their engagement with consumers and drive purchasing behavior through social media influencers.

Project Overview