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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 The Influence of Social Media Influencers on Nigerian Millennials
2.5 Gaps in Current Literature

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 Demographic Profile of Nigerian Millennials
4.2 Social Media Usage Patterns of Nigerian Millennials
4.3 Influence of Social Media Influencers on Consumer Behavior
4.4 Factors Influencing Nigerian Millennials’ Purchase Decisions

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

Project Summary

This final year project thesis aims to explore the impact of social media influencers on consumer behavior, specifically focusing on Nigerian Millennials. Social media has become an integral part of everyday life for many individuals, with influencers playing a significant role in shaping consumer decisions. The study seeks to understand how Nigerian Millennials are influenced by social media influencers in their purchasing decisions.

The research will utilize a mixed-methods approach, incorporating quantitative surveys and qualitative interviews to gather data. The study will focus on key aspects such as the demographic profile of Nigerian Millennials, their social media usage patterns, and the factors influencing their purchase decisions.

The findings of this study will provide valuable insights for marketers and brands looking to target the Nigerian Millennial demographic through influencer marketing strategies. By understanding the impact of social media influencers on consumer behavior, companies can tailor their marketing efforts to effectively reach and engage this target audience.

Overall, this research project aims to contribute to the existing literature on social media influencer marketing and consumer behavior, with a specific focus on the Nigerian Millennial demographic. The study will provide practical recommendations for marketers and offer directions for future research in this field.

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