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Introduction

In recent years, influencer marketing has become a popular strategy for brands to reach their target audience and increase engagement. While many studies have focused on the impact of macro-influencers with a large following, there is a growing interest in the role of micro-influencers in niche markets. Micro-influencers are individuals who have a smaller but highly engaged following within a specific niche. This thesis aims to examine the impact of micro-influencers on niche market engagement.

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 Definition of micro-influencers
2.2 Difference between micro and macro influencers
2.3 Benefits of using micro-influencers
2.4 Challenges of working with micro-influencers
2.5 Niche marketing strategies
2.6 Influence of social media on niche marketing
2.7 Previous studies on influencer marketing
2.8 Relationship between influencers and engagement
2.9 Impact of influencer authenticity
2.10 Measurement metrics for influencer success

Chapter 3: Research Methodology
3.1 Research design
3.2 Sampling method
3.3 Data collection techniques
3.4 Data analysis methods
3.5 Ethical considerations
3.6 Pilot study
3.7 Data validity and reliability
3.8 Limitations of the research

Chapter 4: Discussion of Findings
4.1 Demographic characteristics of micro-influencers
4.2 Engagement levels of micro-influencers in niche markets
4.3 Influence of product type on engagement
4.4 Effectiveness of different types of content
4.5 Comparison of micro-influencers and macro-influencers
4.6 Impact of influencer authenticity on engagement
4.7 Measurement metrics used by brands
4.8 Challenges faced by brands when working with micro-influencers

Chapter 5: Conclusion and Summary
5.1 Summary of findings
5.2 Implications for marketers
5.3 Recommendations for future research
5.4 Conclusion

Thesis Overview:

The use of influencers in marketing has become increasingly popular in recent years, with many brands turning to these individuals to promote their products or services. While macro-influencers have traditionally been the focus of influencer marketing campaigns due to their large following, micro-influencers are gaining traction for their ability to engage with niche audiences. This thesis aims to explore the impact of micro-influencers on niche market engagement.

The first chapter provides an introduction to the topic, outlining the background of the study, problem statement, objectives, limitations, scope, significance, and structure of the thesis. Chapter two delves into the existing literature on micro-influencers, niche marketing, and influencer authenticity to provide a comprehensive understanding of the topic.

Chapter three outlines the research methodology, including the research design, sampling method, data collection techniques, analysis methods, ethical considerations, and limitations. The fourth chapter presents the findings of the study, analyzing the demographic characteristics of micro-influencers, engagement levels, the influence of product type, different types of content, comparison with macro-influencers, authenticity, measurement metrics, and challenges faced by brands.

Finally, the fifth chapter concludes the thesis, summarizing the findings, discussing implications for marketers, providing recommendations for future research, and offering a conclusive end to the study. Through this research, we aim to contribute to the growing body of knowledge on influencer marketing and provide valuable insights for brands looking to engage with niche markets through micro-influencers.

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