The aim of this marketing dissertation is to evaluate how social media influencers impact consumer behaviour - Influencer Marketing. Influencer Marketing and Consumer Behaviour Dissertation – With such an immense number of active users and small businesses on social media, a natural opportunity emerged: have relatable, genuine, everyday people use social media as an outlet to share products and services with people of similar interests. This began the concept that we now know of as influencer marketing. Using social media influencers is a fast way to increase brand awareness for any size business and for countless industries. Influencer marketing has continued to steadily grow as an industry over the last few years. The influencer industry grew from being worth $1.7 billion in 2016 to being worth $6.5 billion in 2019. With an increased interest in using influencer marketing, more companies are planning to invest in this marketing technique.
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