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Introduction

The use of influencer marketing has become a prevalent and powerful tool for brands to reach their target audience in the era of social media. Influencers, who are individuals with a significant online following and influencing power, have the ability to sway consumer behavior and attitudes towards brands through their authentic and relatable content. However, the rise of influencer marketing has raised questions about its impact on brand authenticity. This thesis aims to explore the relationship between influencer marketing and brand authenticity, and how it can affect consumer perceptions and loyalty towards brands.

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 Definition and concept of brand authenticity
2.3 Theoretical framework of influencer marketing and brand authenticity
2.4 Impact of influencer marketing on consumer behavior
2.5 Trust and credibility in influencer marketing
2.6 Authenticity in influencer content
2.7 Measurement of brand authenticity in influencer marketing
2.8 Challenges and criticisms of influencer marketing
2.9 Best practices for authentic influencer partnerships
2.10 Future trends in influencer marketing

Chapter 3: Research Methodology
3.1 Research design
3.2 Sampling methods
3.3 Data collection techniques
3.4 Data analysis methods
3.5 Ethical considerations
3.6 Pilot study
3.7 Variables and measures
3.8 Hypotheses

Chapter 4: Findings and Discussion
4.1 Demographic profile of respondents
4.2 Perception of influencer marketing
4.3 Impact of influencer marketing on brand authenticity
4.4 Consumer trust and loyalty towards brands with influencer marketing
4.5 Comparison of different types of influencers
4.6 Analysis of influencer content authenticity
4.7 Recommendations for brands engaging in influencer marketing
4.8 Implications for theory and practice
4.9 Limitations of the study
4.10 Future research directions

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

Thesis Overview:
The impact of influencer marketing on brand authenticity has become a topic of interest for marketers and researchers alike. This thesis aims to provide a comprehensive analysis of the relationship between influencer marketing and brand authenticity, exploring how influencers can affect consumer perceptions and loyalty towards brands. By examining the evolution of influencer marketing, the concept of brand authenticity, and the challenges and best practices in influencer partnerships, this study seeks to provide insights for brands looking to enhance their authenticity and credibility in the digital age. Through a combination of literature review, research methodology, findings, and discussion, this thesis will contribute to the growing body of knowledge on influencer marketing and brand authenticity, offering practical recommendations and future research directions for marketers in the field.

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