Table of Contents
Chapter 1: 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 Limitations of the Study
1.7 Scope of the Study

Chapter 2: Literature Review
2.1 Theoretical Framework
2.2 Social Media Influencers and Consumer Behavior
2.3 Generation Z and Social Media
2.4 Influence of Social Media on Generation Z in Nigeria
2.5 Summary of Literature Review

Chapter 3: Research Methodology
3.1 Research Design
3.2 Data Collection Methods
3.3 Sampling Technique
3.4 Data Analysis Techniques

Chapter 4: Discussion of Findings
4.1 Overview of Findings
4.2 Analysis of Data
4.3 Discussion of Results in Relation to Literature
4.4 Implications of Findings

Chapter 5: Conclusion and Summary
5.1 Summary of Findings
5.2 Conclusions
5.3 Recommendations for Future Research
5.4 Practical Implications
5.5 Suggestions for Marketers

Project Summary:

The final year project thesis titled “Exploring the Impact of Social Media Influencers on Consumer Behavior: A Case Study of Generation Z in Nigeria” aims to investigate the influence of social media influencers on the consumer behavior of Generation Z in Nigeria. The study is driven by the increasing popularity of social media platforms and the rise of influencer marketing as a significant strategy for brands to reach and engage with their target audience.

Chapter 1 provides an introduction to the study, highlighting the background, problem statement, research questions, objectives, significance, limitations, and scope of the research. Chapter 2 presents a comprehensive review of relevant literature on social media influencers, consumer behavior, Generation Z, and the impact of social media on this demographic in Nigeria.

In Chapter 3, the research methodology is discussed, including the research design, data collection methods, sampling technique, and data analysis techniques employed in the study. Chapter 4 presents the findings of the research, analyzing and discussing the data collected in relation to the literature reviewed.

The final chapter, Chapter 5, summarizes the findings, draws conclusions, provides recommendations for future research, discusses practical implications, and suggests strategies for marketers targeting Generation Z in Nigeria. The study contributes to the existing body of knowledge on social media marketing, influencer marketing, and consumer behavior, providing insights for academics, marketers, and policymakers.

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