Table of Contents

Chapter One: Introduction
1.1 Background of the Study
1.2 Problem Statement
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 Two: Literature Review
2.1 The Concept of Social Media Influencers
2.2 The Role of Social Media Influencers in Marketing
2.3 Consumers’ Purchasing Decisions
2.4 The Influence of Social Media Influencers on Consumers
2.5 The Impact of Social Media Influencers on Nigerian Millennials

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

Chapter Four: Discussion of Findings
4.1 Overview of Findings
4.2 Analysis of Results
4.3 Comparison with Existing Literature
4.4 Implications of Findings

Chapter Five: Conclusion and Summary
5.1 Summary of Findings
5.2 Conclusion
5.3 Recommendations
5.4 Contributions to Knowledge

Project Summary

Title: The Impact of Social Media Influencers on Consumers’ Purchasing Decisions: A Case Study of Nigerian Millennials

The rise of social media influencers has revolutionized the way brands reach out to consumers, especially among millennials in Nigeria. This final year project aims to examine the impact of social media influencers on the purchasing decisions of Nigerian millennials.

Chapter One provides an introduction to the study, outlining the background, problem statement, research questions, objectives, significance, limitations, and scope of the study.

Chapter Two delves into the existing literature on social media influencers, their role in marketing, consumers’ purchasing decisions, and the influence of social media influencers on consumers, with a specific focus on Nigerian millennials.

Chapter Three details the research methodology employed in the study, including the research design, data collection methods, sample population, and data analysis techniques.

Chapter Four presents the discussion of findings, analyzing the results, comparing them with existing literature, and discussing the implications of the findings.

Chapter Five concludes the study, providing a summary of findings, conclusions drawn, recommendations for future research, and contributions to knowledge in the field.

Overall, this final year project sheds light on the significant impact social media influencers have on the purchasing decisions of Nigerian millennials, offering valuable insights for marketers and businesses operating in the Nigerian market.

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