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 Concept of Social Media Influencers
2.2 Influence of Social Media on Consumer Behavior
2.3 Generation Z Consumer Behavior Trends
2.4 The Role of Social Media Influencers in Generation Z Consumer Behavior
2.5 Previous Studies on Social Media Influencers and Consumer Behavior

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

Chapter 4: Discussion of Findings
4.1 Profile of Social Media Influencers in Nigeria
4.2 Impact of Social Media Influencers on Generation Z Consumer Behavior
4.3 Factors Influencing Generation Z’s Decision Making Process
4.4 Comparison of Influencer Marketing Strategies
4.5 Implications for Marketers and Recommendations for Future Research

Chapter 5: Conclusion and Summary
5.1 Summary of Key Findings
5.2 Conclusion
5.3 Implications of the Study
5.4 Recommendations for Future Research

Project Summary:

The Impact of Social Media Influencers on Consumer Behavior: A Study of Generation Z in Nigeria

Social media has become an integral part of everyday life, especially among Generation Z consumers who heavily rely on platforms such as Instagram, TikTok, and YouTube for information, entertainment, and inspiration. One key aspect of social media that has been gaining traction in recent years is influencer marketing, where individuals with a large following on social media platforms promote products and services to their audience.

This study aims to investigate the impact of social media influencers on the consumer behavior of Generation Z in Nigeria. The research is guided by the following objectives:

1. To explore the concept of social media influencers and their role in shaping consumer behavior.
2. To analyze the influence of social media on Generation Z consumers in Nigeria.
3. To examine the factors that influence Generation Z’s decision-making process when interacting with social media influencers.
4. To compare different influencer marketing strategies and their effectiveness among Generation Z consumers.
5. To provide insights for marketers on how to effectively engage with Generation Z through social media influencers.

The study will involve a mixed-methods approach, combining both qualitative and quantitative data collection methods. Data will be collected through surveys, interviews, and content analysis of social media profiles of influencers targeting Generation Z in Nigeria.

The findings of the study are expected to contribute to the existing literature on social media influencers and consumer behavior, particularly among Generation Z consumers. The research will also provide valuable insights for marketers on how to effectively leverage social media influencers to engage with the younger generation in Nigeria.

In conclusion, this study aims to shed light on the growing phenomenon of influencer marketing and its impact on consumer behavior, particularly among Generation Z in Nigeria. By understanding the dynamics of social media influence, marketers can develop more targeted and effective strategies to reach their target audience in the digital age.

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