You need to conduct a marketing research project (and write the report accordingly). I have attached relevant lectures/seminars, and the relevant assessment information; the brief, the layout and the marking criteria. Please do not use the lectures as a reference, only for help. If you need to use the lectures as a reference, please find the original reference (i.e. the source (book/website) the information was taken from).
The Research Problem is “Evaluate some factors related to online influencers that drive potential customers’ behaviour for luxury brands in the fashion industry”.
All of the attachments explain this, but I wanted to make it clear for you:
You then need to use 3 hypotheses for the framework of the report. My 1st hypothesis is “The perceived expertise of online influencers for the brand has a positive effect on customers’ perception towards the brand”.
The 2nd hypothesis is “The number of followers an account has directly relates to their perceived trustworthiness”
The 3rd hypothesis I will leave for you to make, if that is possible, as I am struggling to think of one.
I have attached data from a survey I carried out on Qualtrics, file name “Default_Report” and the data from which must be used in the report to give evidence.