Thesis Abstract

Abstract
This research project aims to investigate the impact of social media marketing on consumer behavior in the fashion industry. Social media has become an integral part of marketing strategies for fashion brands, with platforms like Instagram, Facebook, and TikTok being widely used to engage with consumers. The study will explore how social media marketing techniques such as influencer collaborations, sponsored content, and user-generated content influence consumer perceptions, attitudes, and purchase intentions in the fashion industry. The research will employ a mixed-methods approach, combining both quantitative and qualitative methods to gain a comprehensive understanding of the topic. A survey questionnaire will be distributed to a sample of fashion consumers to gather quantitative data on their social media usage, exposure to marketing content, and purchasing behavior. In addition, interviews will be conducted with fashion industry professionals to obtain qualitative insights into the effectiveness of social media marketing strategies. The findings of this study are expected to contribute to the existing body of knowledge on social media marketing and consumer behavior in the fashion industry. By examining the impact of specific social media marketing techniques on consumer behavior, the research aims to provide valuable insights for fashion brands looking to optimize their marketing strategies. The results may help businesses tailor their social media campaigns to better resonate with their target audience and ultimately drive sales and brand engagement. Overall, this research project seeks to shed light on the complex relationship between social media marketing and consumer behavior in the fashion industry. As social media continues to evolve and shape consumer preferences and purchasing decisions, understanding the mechanisms through which marketing strategies influence behavior is crucial for businesses seeking to stay competitive in the digital landscape. By exploring the nuances of social media marketing in the context of fashion, this study aims to provide practical recommendations for fashion brands aiming to leverage social media effectively to connect with consumers and drive business growth.

Thesis Overview