Table of Contents:

Chapter One: Introduction
1.1 Background of the Study
1.2 Statement of the Problem
1.3 Research Questions
1.4 Objectives of the Study
1.5 Significance of the Study
1.6 Scope of the Study
1.7 Limitations of the Study

Chapter Two: Literature Review
2.1 Overview of Social Media Influencers
2.2 Conceptual Framework
2.3 Theoretical Perspectives on Consumer Behavior
2.4 Previous Studies on Social Media Influencers and Consumer Behavior
2.5 Gaps in Literature

Chapter Three: Research Methodology
3.1 Research Design
3.2 Sampling Technique
3.3 Data Collection Methods
3.4 Data Analysis Techniques

Chapter Four: Discussion of Findings
4.1 Analysis of Data
4.2 Interpretation of Results
4.3 Comparison with Previous Studies
4.4 Implications for Practice

Chapter Five: Conclusion and Summary
5.1 Summary of Findings
5.2 Conclusion
5.3 Recommendations for Future Research

Project Summary:

The final year project titled “Examining the Impact of Social Media Influencers on Consumer Behavior: A Case Study of Nigerian Millennials” aims to investigate the relationship between social media influencers and consumer behavior among Nigerian millennials. The study will explore how social media influencers influence the purchasing decisions and brand preferences of millennials in Nigeria.

The introduction provides a background of the study, stating the importance of social media influencers in today’s digital age and the rise of influencer marketing. It also outlines the objectives of the study, research questions, significance, scope, and limitations.

The literature review delves into the concepts of social media influencers, consumer behavior, and theoretical perspectives on the topic. Previous studies on social media influencers and consumer behavior are examined to identify gaps in literature that the current study aims to fill.

The research methodology chapter explains the research design, sampling technique, data collection methods, and data analysis techniques that will be used in the study. It provides a detailed explanation of the research process and how the data will be collected and analyzed.

The discussion of findings chapter presents the analysis of data collected from the study, interpreting the results and comparing them with previous studies. The implications of the findings for practice are also discussed, highlighting the practical relevance of the research.

Finally, the conclusion and summary chapter provides a summary of the findings, concluding the study with recommendations for future research. The project aims to contribute to the existing body of knowledge on social media influencers and consumer behavior, particularly among Nigerian millennials.

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