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 Social Media Influencers and Consumer Behavior
2.2 Generation Z and Social Media
2.3 Theoretical Framework
2.4 Previous Studies on Social Media Influencers and Consumer Behavior

Chapter 3: Research Methodology
3.1 Research Design
3.2 Population and Sample
3.3 Data Collection Methods
3.4 Data Analysis Techniques

Chapter 4: Discussion of Findings
4.1 Profile of Social Media Influencers in Nigeria
4.2 Influence of Social Media Influencers on Generation Z in Nigeria
4.3 Factors Influencing Consumer Behavior among Generation Z in Nigeria

Chapter 5: Conclusion and Summary
5.1 Summary of Findings
5.2 Implications for Marketing Strategies
5.3 Recommendations for Future Research

Project Summary

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

Introduction:
Social media has become an integral part of everyday life for Generation Z, who are considered digital natives. Social media influencers have gained prominence in recent years, with many brands collaborating with them to reach their target audience. This study aims to investigate the impact of social media influencers on consumer behavior among Generation Z in Nigeria.

Objective of Study:
The main objective of this study is to analyze the influence of social media influencers on the purchasing decisions of Generation Z in Nigeria. Specifically, the study aims to explore the role of social media influencers in shaping consumer behavior, identify the factors that influence Generation Z’s engagement with social media influencers, and assess the effectiveness of influencer marketing strategies in reaching Generation Z.

Limitation of Study:
One of the limitations of this study is the reliance on self-reported data from respondents, which may introduce bias or inaccuracies in the results. Additionally, the study is limited to Generation Z in Nigeria, and the findings may not be generalized to other demographic groups or regions.

Scope of Study:
This study will focus on Generation Z in Nigeria, specifically those aged between 18 and 24 years old. The research will examine popular social media platforms such as Instagram, TikTok, and YouTube, and will analyze the content and strategies used by social media influencers to engage with their audience.

In conclusion, this study will contribute to the existing literature on social media influencers and consumer behavior by providing insights into the effectiveness of influencer marketing strategies in reaching Generation Z in Nigeria. The findings of this research can inform marketing practitioners and businesses on how to leverage social media influencers to engage with their target audience and drive consumer behavior.

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