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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 Definition of Social Media Influencers
2.3 Generation Z and Consumer Behavior
2.4 Influence of Social Media on Consumer Behavior
2.5 Previous Studies on Social Media Influencers and Consumer Behavior

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

Chapter 4: Discussion of Findings
4.1 Profile of Social Media Influencers Among Generation Z
4.2 Impact of Social Media Influencers on Consumer Behavior
4.3 Factors Influencing the Effectiveness of Social Media Influencers
4.4 Comparison with Previous Studies
4.5 Implications for Marketers

Chapter 5: Conclusion and Summary
5.1 Summary of Findings
5.2 Conclusion
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 Generation Z” aims to investigate the role of social media influencers in influencing the purchasing behavior of Generation Z consumers. The study will focus on understanding how social media influencers affect Generation Z’s brand perceptions, purchase decisions, and overall consumer behavior.

The project will begin with an introduction that provides background information on social media influencers, Generation Z, and consumer behavior. The objectives of the study are to explore the impact of social media influencers on Generation Z’s consumer behavior, identify the limitations of the study, and define the scope of the research.

The literature review will examine existing theories and research on social media influencers, Generation Z, and consumer behavior. This will provide a theoretical framework for the study and help in developing research hypotheses.

The research methodology chapter will outline the research design, sampling methods, data collection techniques, and data analysis procedures. The study will use a mixed-methods approach, combining quantitative surveys and qualitative interviews with Generation Z consumers.

The discussion of findings chapter will present the results of the study, including the profile of social media influencers among Generation Z, the impact of influencers on consumer behavior, factors influencing the effectiveness of influencers, and comparisons with previous research studies.

The conclusion and summary chapter will summarize the key findings, draw conclusions, and provide recommendations for marketers targeting Generation Z consumers. The study will contribute to the existing body of knowledge on social media influencers and consumer behavior, with implications for marketing strategies in the digital age.

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