Project Director

Gillison, Stephanie

Department Examiner

Franklin, Alycia; Russell, Ryan

Department

Dept. of Marketing and Entrepreneurship

Publisher

University of Tennessee at Chattanooga

Place of Publication

Chattanooga (Tenn.)

Abstract

In recent years, influencer marketing has emerged as a popular strategy for brands to connect with consumers on social media. This study examines the impact of influencer follower count on consumer purchase behavior and perception of influencers in the context of influencer marketing. A qualitative research approach was employed, surveying 60 participants familiar with the concept. The findings suggest a relationship between influencer follower count and consumer perceptions of influencer attractiveness indicating that influencers with larger followings are more likely to be deemed attractive to social media users. This research contributes to the growing body of literature on influencer marketing and provides valuable insights for marketers seeking to optimize their influencer marketing strategies for maximum impact.

Acknowledgments

Gary W. Rollins College of Business

IRB Number

24-025

Degree

B. S.; An honors thesis submitted to the faculty of the University of Tennessee at Chattanooga in partial fulfillment of the requirements of the degree of Bachelor of Science.

Date

5-2024

Subject

Consumer behavior; Internet personalities--Influence; Social media--Influence

Keyword

Influencer Marketing; Social Media; Consumer Perception; Purchase Behavior; Marketing Strategy

Discipline

Marketing

Document Type

Theses

Extent

iii, 47 leaves

DCMI Type

Text

Language

English

Rights

http://rightsstatements.org/vocab/InC/1.0/

License

http://creativecommons.org/licenses/by-nc-nd/4.0/

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Included in

Marketing Commons

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