Thesis

The Impact of Social Media Influencers on Brand Perception through Creative Storytelling in the Apparel Industry of United Kingdom

TABLE OF CONTENTS

Abstract 2

Acknowledgement 3

1 Chapter 01: Introduction 6

1.1 Background 7

1.2 Research Aim and Objectives 9

1.3 Research Questions 9

1.4 Research Rationale 10

1.5 Significance 10

1.6 Methodology 11

1.7 Chapters Outline 11

2 Chapter 02: Literature Review 13

2.1 Introduction 13

2.2 Parent Fields 14

2.3 Analytical Models 14

2.3.1 Source Credibility Theory 14

2.3.2 Parasocial Interaction Theory 15

2.3.3 Theory of Planned Behaviour 15

2.4 Main Theme: “The impact of social media influencers on brand perception and consumer decision-making” 15

2.4.1 Sub-theme 1: Factors influencing the effectiveness of influencer marketing campaigns. 16

2.4.2 Trustworthiness and Credibility of Influencers 16

2.4.3 Relevance and Fitment with Brand 17

2.4.4 Content Creativity and Attractiveness 17

2.4.5 Selection and Management of Influencers 18

2.4.6 Sub-theme 2: Comparison of effect of influencer marketing on social media platforms 19

2.4.7 Sub-theme 3: Case studies and examples of successful influencer marketing campaigns 19

2.4.8 Sub-theme 4: Critiques and challenges of influencer marketing 20

2.5 Conceptual Framework 21

2.6 Research Gaps 22

2.7 Summary 23

3 Chapter 03: Methodology 23

3.1 Introduction 23

3.2 Research Philosophy 24

3.3 Research Approach 25

3.4 Research Strategy 25

3.5 Choices 26

3.6 Time Horizon 26

3.7 Data collection Method 26

3.8 Questionnaire 27

3.9 Sampling Technique 27

3.10 Sample Size 27

3.11 Data Analysis 27

3.12 Ethics 28

3.13 Summary 28

4 Chapter 04: Findings and Interpretations 29

4.1 Introduction 29

4.2 Findings and Interpretations 29

4.2.1 Correlation 29

4.2.2 Descriptive 29

4.2.3 T-Test 30

4.2.4 Regression 30

4.2.5 ANOVA 31

4.3 Critical Discussion 32

4.4 Summary 34

5 Chapter 05: Conclusions and Recommendations 36

5.1 Conclusion 36

5.2 Evaluation of Objectives 36

5.2.1 1st Objective 36

5.2.2 2nd Objective 36

5.2.3 3rd Objective 37

5.3 Research Questions 37

5.3.1 Question 1 37

5.3.2 Question 2 37

5.3.3 Question 3 37

5.4 Evaluation of Methodology 37

5.5 Limitations 38

5.5.1 Generalizability 38

5.5.2 Self-Report Bias 38

5.5.3 Temporal Factors 38

5.5.4 Influencer Selection Criteria 38

5.6 Recommendations 38

References 40

Appendices A 46

Appendices B 47

Appendices C 47

Appendices D 48

Appendices E 48