Thesis Abstract

Abstract
This research project focused on analyzing the impact of social media on consumer behavior in the fashion industry. The study aimed to understand how social media platforms influence consumers' purchasing decisions, brand perceptions, and engagement with fashion brands. The research employed a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather data from fashion consumers. The findings revealed that social media plays a significant role in shaping consumer behavior in the fashion industry. The study identified key factors such as influencer marketing, user-generated content, and social media advertising as crucial elements that influence consumers' perceptions and preferences. Social media platforms were found to be powerful tools for brand discovery, product research, and social interaction in the fashion sector. Moreover, the research highlighted the importance of authenticity and transparency in social media marketing strategies. Consumers value genuine content and meaningful interactions with brands, leading to increased trust and loyalty. The study also emphasized the impact of social media on consumer empowerment, as individuals have more control over their shopping experiences and can actively participate in brand conversations. Overall, the findings suggest that social media has transformed the way consumers engage with fashion brands and make purchasing decisions. By leveraging social media platforms effectively, fashion companies can enhance brand visibility, build relationships with customers, and drive sales. The study provides valuable insights for fashion marketers and industry professionals seeking to understand and leverage the power of social media in influencing consumer behavior and driving brand success in the digital age.

Thesis Overview