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Table of Contents:

Chapter 1: 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 2: Literature Review
2.1 Theoretical Framework
2.2 Conceptual Framework
2.3 Influence of Social Media on Consumer Behavior
2.4 Role of Social Media Influencers
2.5 Gen Z Consumer Behavior in Nigeria

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

Chapter 4: Discussion of Findings
4.1 Overview of the Findings
4.2 Analysis of the Findings
4.3 Implications of the Findings
4.4 Recommendations for Future Research

Chapter 5: Conclusion and Summary
5.1 Conclusion
5.2 Summary of the Study
5.3 Contributions to Knowledge
5.4 Practical Implications
5.5 Suggestions for Further Research

Project Summary:

Title: The Impact of Social Media Influencers on Consumer Behavior: A Case Study of Gen Z in Nigeria.

The study aims to explore the impact of social media influencers on the consumer behavior of Generation Z in Nigeria. Generation Z, born between 1997 and 2012, is known for being digital natives and highly influenced by social media. With the rise of social media influencers as key opinion leaders, this study seeks to understand how their content and engagement affect the purchasing decisions of Gen Z consumers in Nigeria.

The research will be guided by a mixed-methods approach, combining both qualitative and quantitative data collection methods. The study will involve surveys, interviews, and content analysis of social media platforms to gather insights into the perceptions, attitudes, and behaviors of Gen Z consumers towards social media influencers.

Through a thorough literature review, the study will explore the theoretical and conceptual frameworks surrounding social media influence and consumer behavior. It will also examine previous studies on Gen Z consumer behavior in both global and Nigeria-specific contexts to provide a comprehensive analysis of the subject matter.

Overall, this research aims to contribute to the existing body of knowledge on social media influencer marketing and consumer behavior, specifically focusing on the Gen Z demographic in Nigeria. The findings of the study will offer valuable insights for marketers, brands, and influencers seeking to engage effectively with this generation and drive successful marketing campaigns in the digital landscape.

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