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Introduction

In recent years, influencer marketing has emerged as a powerful tool for brands to reach their target audiences and increase consumer engagement. While much research has focused on the impact of influencer marketing on millennials and Gen Z consumers, there is a growing interest in understanding how this marketing strategy can influence senior citizens’ adoption of technology.

This research project aims to explore the impact of influencer marketing on senior citizens’ technology adoption and identify the key factors that influence their decision-making process. By examining the role of influencers in promoting technology products to older consumers, this study seeks to provide valuable insights for marketers and policymakers looking to target this demographic segment.

Chapter 1: Introduction
1.1 Introduction
1.2 Background of study
1.3 Problem Statement
1.4 Objective of study
1.5 Limitation of study
1.6 Scope of study
1.7 Significance of study
1.8 Structure of the Thesis
1.9 Definition of terms

Chapter 2: Literature Review
2.1 Evolution of influencer marketing
2.2 Senior citizens and technology adoption
2.3 Influence of influencers on consumer behavior
2.4 Differences in influencer marketing strategies for different age groups
2.5 Benefits and challenges of influencer marketing for senior citizens
2.6 Case studies of successful influencer marketing campaigns targeting older consumers
2.7 Regulations and ethical considerations in influencer marketing
2.8 Effectiveness of influencer marketing in driving technology adoption among senior citizens
2.9 Role of social media platforms in influencer marketing targeting senior citizens
2.10 Future trends in influencer marketing for older consumers

Chapter 3: Research Methodology
3.1 Research design
3.2 Sampling technique
3.3 Data collection methods
3.4 Data analysis techniques
3.5 Ethical considerations
3.6 Measures of variables
3.7 Research hypotheses
3.8 Research limitations

Chapter 4: Discussion of Findings
4.1 Demographic profile of senior citizens targeted by influencer marketing
4.2 Influence of influencers on technology adoption behavior among older consumers
4.3 Factors influencing senior citizens’ decision to adopt technology products promoted by influencers
4.4 Comparison of influencer marketing strategies for different age groups
4.5 Impact of influencer marketing on brand perception and purchase intent among senior citizens
4.6 Recommendations for marketers targeting older consumers through influencer marketing
4.7 Implications of findings for future research
4.8 Conclusion

Chapter 5: Conclusion and Summary
5.1 Summary of key findings
5.2 Contributions and implications of the study
5.3 Recommendations for future research
5.4 Conclusion

Thesis Overview

The impact of influencer marketing on senior citizen technology adoption is a timely and important research topic that seeks to understand the influence of influencers on older consumers’ adoption of technology products. This thesis aims to provide a comprehensive analysis of the role of influencer marketing in shaping the technology adoption behavior of senior citizens, with a focus on key factors influencing their decision-making process.

Chapter 1 introduces the research topic, provides background information, identifies the problem statement, objectives, limitations, scope, significance of the study, and the structure of the thesis. This chapter also defines key terms used throughout the thesis.

Chapter 2 presents a thorough literature review on influencer marketing, technology adoption among senior citizens, the influence of influencers on consumer behavior, differences in influencer marketing strategies for different age groups, benefits and challenges of influencer marketing for senior citizens, case studies of successful campaigns, regulations, and ethical considerations, effectiveness in driving technology adoption, and future trends in influencer marketing targeting older consumers.

Chapter 3 outlines the research methodology, including research design, sampling technique, data collection methods, analysis techniques, ethical considerations, measures of variables, research hypotheses, and limitations.

Chapter 4 discusses the findings of the study, including the demographic profile of senior citizens targeted by influencer marketing, influencers’ influence on technology adoption behavior, factors influencing senior citizens’ decisions, comparison of influencer marketing strategies, impact on brand perception and purchase intent, recommendations for marketers, implications for future research, and a conclusion.

Finally, Chapter 5 provides a summary of key findings, contributions, implications, recommendations for future research, and a conclusion. This thesis aims to advance our understanding of the impact of influencer marketing on senior citizen technology adoption and provide valuable insights for marketers targeting older consumers through this marketing strategy.

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