Table of Contents

Chapter 1: Introduction
1.1 Background of the Study
1.2 Rationale of the Study
1.3 Research Questions
1.4 Objectives of the Study
1.5 Limitations of the Study
1.6 Scope of Study

Chapter 2: Literature Review
2.1 Introduction to Social Media Influencers
2.2 Definition of Consumer Behavior
2.3 Theoretical Framework
2.4 Previous Studies on Social Media Influencers and Consumer Behavior
2.5 Gaps in Literature

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 Overview of Findings
4.2 Analysis of Data
4.3 Comparison with Literature
4.4 Implications for Marketing Strategies

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

Project Summary

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

The final year project focuses on exploring the impact of social media influencers on the consumer behavior of Generation Z. The study aims to investigate how social media influencers influence the purchasing decisions of young consumers and how this affects their overall consumer behavior.

Chapter 1 provides an introduction to the topic, discussing the background of the study, rationale, research questions, objectives, limitations, and scope of the study. Chapter 2 reviews relevant literature on social media influencers, consumer behavior, and previous studies in the field. Chapter 3 outlines the research methodology, including the research design, population, sample, data collection methods, and analysis techniques.

Chapter 4 presents the discussion of findings, analyzing the data collected and comparing it with existing literature. The chapter examines the implications of the findings for marketing strategies and discusses the practical implications of the study.

The final chapter, Chapter 5, offers a conclusion and summary of the study, highlighting key findings, conclusions, recommendations for future research, and practical implications for marketers targeting Generation Z consumers.

Overall, the project aims to contribute to the existing body of knowledge on social media influencers and consumer behavior, providing valuable insights for marketers and researchers in the field.

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