The Role of Influencer Marketing in Building Brand

Trust and Customer Loyalty

BY

Manish Lamichhane

T.U. Reg. No: 7-2-745-20-2020

A Summer Project Report Submitted to

Faculty of Management,
Tribhuvan University

In the partial fulfillment of the requirements for the degree of

Bachelor of Business Studies

at the

Newton International College

Narayantar, Kathmandu, Nepal

January, 2025
 Declaration

I hereby declare that the project work entitled “The Role of Influencer Marketing in Building
Brand Trust and Customer Loyalty” submitted to the Faculty of Management, Tribhuvan
University, Kathmandu is an original piece of work under the supervision of NAMEE faculty
member NEWTON INTERNATIONAL COLLEGE and is submitted in partial fulfillment of
the requirement for award of the DEGREE OF BACHELOR OF BUSINESS STUDIES
(BBS). This project work report has not submitted to any other university or institution for the
award of any degree or diploma.

Signature

Manish Lamichhane

Date: JANUARY, 2025

The project work report entitled “The Role of Influencer Marketing in Building Brand Trust
and Customer Loyalty” submitted by Manish Lamichhane of NEWTON INTERNATIONAL
COLLEGE, Narayantar, Kathmandu, is prepared under my supervision as per the procedure and
format requirement laid by the Faculty of Management, Tribhuvan University, as partial
fulfillment of the requirements for the award of the DEGREE OF BACHELOR OF
BUSINESS STUDIES (BBS). I, therefore, recommend the project work report for evaluation.

Signature
Name of Supervisor: Dr.
NEWTON INTERNATIONAL COLLEGE
Date: JANUARY, 2025
 Endorsement

We hereby endorse the project work report “The Role of Influencer Marketing in Building
Brand Trust and Customer Loyalty.” Submitted by Manish Lamichhane of NEWTON
INTERNATIONAL COLLEGE, Narayantar, Kathmandu, Nepal, in partial fulfillment of the
requirements for award of the BACHELOR OF BUSINESS STUDIES (BBS) for external
evaluation.

……………………… ……………………..
Dr. Dr.
Chairman, Research Committee Campus Chief/ Principal
Date: JANUARY, 2025 Date: JANUARY, 2025
 Acknowledgement

I would like express my gratitude to my respected supervisor Dr., Campus Chief of NEWTON
INTERNATIONAL COLLEGE, T.U for the valuable suggestions and encouragement without
which this work would not have been completed. I also extend my sincere gratitude to staff
members of my college for providing me continuous inspiration and support.

I must give special thanks to the respected teachers, library staffs compliment for their ideas,
opinions, suggestions and valuable time and effort in going through my work.

I found myself indebted to SBL and all the staff members of this bank, who provided us their
valuable time and the information required for this study, Family Members and Friends.This
report entitled ‘Website Review of the Daraz.com.np ’ has been an output of dedication and
efforts for the partial fulfillment of the requirements of internal evaluation for the
degree
Bachelor of Business Administration. However, it wouldn’t have been possible without the kind
support and help of many individuals. Therefore we would like to acknowledge with gratitude to
all of them.
We wish to express our deep sense gratitude towards faculty of E-commerce Mr. RoshanBhusal
for giving me the responsibility to prepare this report along with his guidance, valuable advice,
support, and inspiration. Our thanks also go to our colleagues and well-wishers for their valuable
comments, understandings, and encouragement when it was required.
This report entitled ‘Website Review of the Daraz.com.np ’ has been an output of dedication and
efforts for the partial fulfillment of the requirements of internal evaluation for the
degree
Bac
This report entitled ‘Website Review of the Daraz.com.np ’ has been an output of dedication and
efforts for the partial fulfillment of the requirements of internal evaluation for the
degree
Bac
This report entitled ‘Website Review of the Daraz.com.np ’ has been an output of dedication and
efforts for the partial fulfillment of the requirements of internal evaluation for the
degree
Bac
This report entitled ‘Website Review of the Daraz.com.np ’ has been an output of dedication and
efforts for the partial fulfillment of the requirements of internal evaluation for the
degree
Bac

I found myself indebted to all the staff members of this company, who provided us their
valuable time and the information required for this study, Family Members and Friends.
Finally, I offer thanks to all who directly or indirectly contributed to prepare this report.

Thank you

Manish Lamichhane

NEWTON INTERNATIONAL COLLEGE

Research structure
Chapter 1: Introduction provides an overview of influencer marketing in Nepal and globally,
highlighting its significance. It also discusses the importance of brand trust and customer loyalty
in marketing and presents the research problem, which explores the impact of influencer
marketing on consumer trust and loyalty.

Chapter 2: Literature Review defines influencer marketing and traces its history while
examining theories related to trust-building and brand loyalty. Additionally, it includes case
studies of successful influencer marketing campaigns and a comparison between traditional and
influencer marketing. Chapter 3: Research Methodology outlines the methods used for data
collection and analysis.

Chapter 4: Results and Discussion presents an analysis of primary data collected during the
research, evaluates the reliability scale, and explores factors such as trust and brand loyalty.
Chapter 5: Conclusion and Recommendations summarizes key findings, offers
recommendations for businesses using influencer marketing, and discusses the study’s
limitations while suggesting areas for future research.