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Table of Contents

Chapter 1: Introduction
1.1 Background of the Study
1.2 Statement of the Problem
1.3 Objectives of the Study
1.4 Research Questions
1.5 Scope of the Study
1.6 Significance of the Study

Chapter 2: Literature Review
2.1 Theoretical Framework
2.2 Conceptual Framework
2.3 Social Media Influencers and Consumer Behavior
2.4 Impact of Social Media Influencers on Fashion and Beauty Brands
2.5 Previous Studies on Influencer Marketing

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

Chapter 4: Discussion of Findings
4.1 Profile of Social Media Influencers
4.2 Influence of Social Media Influencers on Consumer Buying Behavior
4.3 Effectiveness of Influencer Marketing for Fashion and Beauty Brands
4.4 Challenges and Opportunities for Brands

Chapter 5: Conclusion and Summary
5.1 Summary of Findings
5.2 Implications for Fashion and Beauty Brands
5.3 Recommendations for Future Research
5.4 Conclusion

Project Summary

Title: The Impact of Social Media Influencers on Consumer Behavior: A Case Study of Fashion and Beauty Brands

The final year project thesis titled “The Impact of Social Media Influencers on Consumer Behavior: A Case Study of Fashion and Beauty Brands” aims to explore the influence of social media influencers on consumer buying behavior in the fashion and beauty industry. The study will focus on understanding how social media influencers affect consumer perceptions, attitudes, and purchasing decisions towards fashion and beauty brands.

The research will be conducted using a mixed-method approach, incorporating both qualitative and quantitative data collection methods. The study will involve interviews with social media influencers, consumers, and brand managers, as well as a survey questionnaire distributed to a sample of target consumers. Data analysis will involve thematic analysis of qualitative data and statistical analysis of quantitative data.

The findings of the study are expected to provide insights into the effectiveness of influencer marketing for fashion and beauty brands, as well as the challenges and opportunities that brands face in utilizing social media influencers as part of their marketing strategy. The results will also contribute to the existing body of knowledge on influencer marketing and consumer behavior, and provide recommendations for brands looking to leverage social media influencers in their marketing efforts.

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