Objective: Examine how influencer marketing affects consumer behavior

Instructions:

Influencer Marketing and Consumer Behavior Overview $(8$ points$)$

Concept Overview: Define influencer marketing and consumer behavior.

Discuss how influencer marketing has evolved and its current significance in

shaping consumer behavior.

Theoretical Framework: Introduce and explain relevant theories related to

consumer behavior, such as the Theory of Planned Behavior or the Social

Proof Theory, and how they apply to influencer marketing.

Impact Analysis $(8$ points$)$

Influencer Influence: Analyze how influencers impact consumer decision$-$

making processes.

Consumer Behavior Trends: Identify and describe specific consumer behavior

trends influenced by social media and influencers. Include examples such as

changes in purchasing behavior, brand loyalty, or shifts in consumer

preferences.

Case Studies: Provide at least two case studies where influencer marketing

significantly impacted consumer behavior. Include data or metrics to support

your analysis, such as engagement rates, conversion rates, or changes in

brand perception.

$**$Present your work in a professional and neat report and Use harvard referencing $(3$

marks$)$

Potential references

Ajzen, I. $(1991).$ The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, $50(2),$