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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 Conceptual Framework
2.2 Theoretical Framework
2.3 Social Media Influencers and Consumer Behavior
2.4 Influence of Social Media Influencers on Nigerian Millennials
2.5 Previous Studies on Social Media Influencers

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 Perceived Influence of Social Media Influencers on Consumer Behavior
4.3 Factors Influencing Nigerian Millennials’ Decision Making Process
4.4 Relationship Between Social Media Influencers and Purchase Intentions

Chapter 5: Conclusion and Summary
5.1 Summary of Findings
5.2 Conclusions
5.3 Recommendations for Future Research
5.4 Implications for Practitioners
5.5 Limitations of the Study

Project Summary

Title: The Impact of Social Media Influencers on Consumer Behavior: A Study of Nigerian Millennials

The project focuses on examining the impact of social media influencers on the consumer behavior of Nigerian millennials. The study aims to understand how social media influencers are perceived by Nigerian millennials and how they influence their purchasing decisions. The research is significant as social media has become an essential tool for marketers to reach their target audience, especially the younger generation.

Through a thorough literature review, the project lays the foundation for understanding the concepts of social media influencers, consumer behavior, and their relationship. The research methodology involves a quantitative approach, where data is collected from Nigerian millennials through surveys and analyzed using statistical tools.

The findings of the study reveal the profile of social media influencers in Nigeria, the perceived influence they have on consumer behavior, and the factors influencing Nigerian millennials’ decision-making process. The discussion highlights the implications of these findings for marketers and provides recommendations for future research.

Overall, the project contributes to the existing body of knowledge on social media marketing and consumer behavior, particularly focusing on the Nigerian context. The conclusions drawn from the study provide valuable insights for practitioners looking to leverage social media influencers to target the millennial demographic.

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