I had to do some major rethinking of my topic of choice to make it work. So, I have updated my title and researched a little bit. So, for this qualitative study the article is still working with my updates.

Qualitative Study Article

The references by Malik, Thapa, and Paswan (2023) delve into the concept of social media influencers (SMIs) as human brands and examine their role in fulfilling the needs of their followers. This perspective emphasizes the importance of understanding how SMIs meet the needs of their audience and the implications this has for branding and marketing strategies. The researchers likely employed qualitative data analysis techniques such as thematic or content analysis to gain insights into this phenomenon. These methods enable systematic examination and identification of themes, patterns, and insights derived from qualitative data collected through interviews, focus groups, or other qualitative research methods. Through this analysis, the study sheds light on how SMEs fulfill the needs of their followers and explores the implications of this perspective for branding and marketing efforts.

This research makes a valuable contribution to the existing literature by offering a deeper understanding of the role of SMIs as human brands and their ability to satisfy the needs of their audience. Additionally, the insights from this study can inform marketing and branding strategies, helping businesses effectively leverage SMIs in their marketing efforts. Further research in this area can explore additional dimensions of need-fulfillment by SMIs and investigate its influence on consumer behavior and brand perception.

Problem Statement: The problem statement addresses the need to understand the influence of social media influencers on business sales in the retail industry (Malik et al., 2023). It highlights the importance of exploring this phenomenon to gain insights into the impact of influences on consumer behavior and purchasing decisions.

Purpose Statement: The purpose of the study is to qualitatively explore the influence of social media influencers on business sales in the retail industry (Malik et al., 2023). The study aims to provide insights into how influencers affect consumer behavior and purchasing decisions, specifically focusing on the role of self-determination theory as a theoretical framework.

Conceptual Framework: This study's conceptual approach is based on Self-Determination Theory (SDT), which investigates how social media impacts consumer behavior by meeting psychological demands such as autonomy, competence, and relatedness. The study of the fundamental mechanisms influencing customers' buying decisions in shopping settings using SDT as a lens Gao, Liu, Liu, and Li's (2018) study investigates how presence influences purchase intention in retail purchasing marketplaces by proposing an explanation based on the Self-Determination Theory (SDT).

Research Question(s): The following are potential research questions for this study could include:

• How do social media influencers satisfy the psychological needs of autonomy, competence, and relatedness, and how does this influence consumer behavior in the retail industry?
• What are the specific strategies employed by social media influencers to fulfill these psychological needs and impact business sales?
• How do consumers perceive the influence of social media influences on their purchasing decisions in the retail industry?

Interview Questions: Interview questions for this qualitative study could explore topics such as:

• Can you describe a specific instance where a social media influencer influenced your purchasing decision? How did they satisfy your need for autonomy, competence, or relatedness in that situation?
• How do you perceive the credibility and expertise of social media influencers in the retail industry? How does that influence your purchasing behavior?
• In what ways do you feel connected to social media influencers? How does this connection affect your purchasing decisions?

Alignment and Misalignment: The problem statement aligns with the purpose statement, focusing on the influence of social media influencers on business sales in the retail industry. The conceptual framework of self-determination theory aligns with the purpose, providing a theoretical lens for analyzing the influence of influencers on consumer behavior. However, the lack of specific research questions and interview questions creates misalignment within the study as it is unclear which aspects and dimensions will be explored.

Recommendation: To improve alignment within the study, it is necessary to develop specific research questions and interview questions that directly align with the problem and purpose statement. This will provide a clear focus for the study and guide the data collection and analysis process. Additionally, the research questions should be formulated to capture a comprehensive understanding of how social media influencers influence business sales in the retail industry, utilizing the self-determination theory framework.

References:

Gao, W., Liu, Y., Liu, Z., & Li, J. (2018). How does presence influence purchase intention in online shopping markets? An explanation based on self-determination theory. Behavior & Information Technology, 37(8), 786-799. https://doi.org/10.1080/0144929x.2018.1484514

Malik, A. Z., Thapa, S., & Paswan, A. K. (2023). "Social media influencer (SMI) as a human brand - a need fulfillment perspective." Journal of Product & Brand Management, 32(2), 173-190.

Respond to two or more of your colleagues' postings in one or more of the following ways:

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• Address a question posed by your colleague for further Discussion.
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