Thesis Abstract

Abstract
This research project aims to investigate the impact of social media influencers on consumer behavior in the fashion industry. Social media has revolutionized the way consumers interact with brands and make purchasing decisions. Influencers, who are individuals with a significant following on platforms like Instagram, YouTube, and TikTok, have emerged as powerful figures shaping consumer preferences and trends. The study focuses on understanding how social media influencers affect different aspects of consumer behavior, including brand awareness, purchase intentions, and perceived credibility of brands. By analyzing data from surveys and interviews with consumers, the research aims to uncover the underlying mechanisms through which influencers influence consumer choices in the fashion industry. Furthermore, the project seeks to explore the role of authenticity and trust in influencer marketing. With concerns about fake followers and sponsored content, maintaining authenticity is crucial for influencers to retain their credibility and influence over their audience. The study will examine how consumers perceive authenticity in influencer content and its impact on their purchasing decisions. In addition, the research will investigate the effectiveness of influencer marketing strategies employed by fashion brands. By analyzing case studies and industry trends, the study aims to identify best practices for brands looking to collaborate with influencers to promote their products. Understanding the factors that contribute to successful influencer partnerships can help brands optimize their marketing efforts and reach their target audience more effectively. Overall, this research project will contribute to the existing literature on social media marketing and consumer behavior by providing insights into the role of influencers in the fashion industry. The findings will have practical implications for marketers, brands, and influencers, helping them navigate the evolving landscape of digital marketing and leverage the power of social media to engage with consumers. By shedding light on the influence of social media influencers on consumer behavior, this study aims to provide valuable recommendations for industry professionals looking to enhance their marketing strategies and connect with their target audience in a meaningful way.

Thesis Overview