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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 Social Media Influencers
2.2 Consumer Behavior
2.3 Impact of Social Media Influencers on Consumer Behavior
2.4 Millennial and Gen Z Consumers

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

Chapter 4: Discussion of Findings
4.1 Overview of Findings
4.2 Analysis of Findings
4.3 Implications of Findings

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

Project Summary:

The final year project titled “Exploring the Impact of Social Media Influencers on Consumer Behavior: A Case Study of Millennial and Gen Z Consumers” aims to investigate the influence of social media influencers on the purchasing behavior of Millennial and Gen Z consumers. The study seeks to understand how social media influencers affect the decision-making process of these consumer segments and the factors that contribute to their effectiveness in shaping consumer attitudes and behaviors.

The research will employ a mix of qualitative and quantitative methods, including surveys, interviews, and content analysis of social media platforms. The sample will consist of Millennial and Gen Z consumers who follow social media influencers and regularly engage with their content. Data analysis will involve thematic analysis and statistical techniques to identify patterns and correlations between social media influencer content and consumer behavior.

The findings of the study are expected to provide valuable insights into the role of social media influencers in shaping consumer preferences and behaviors, particularly among Millennial and Gen Z demographics. The implications of the research will contribute to the existing literature on influencer marketing and consumer behavior, offering recommendations for marketers and brands looking to leverage social media influencers as part of their marketing strategies.

Overall, the project aims to deepen our understanding of the impact of social media influencers on consumer behavior and provide practical recommendations for businesses seeking to engage with Millennial and Gen Z consumers through influencer marketing.

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