Thesis Abstract

Abstract
This thesis explores the impact of influencer marketing on consumer behavior in the fashion industry, focusing on how influencers shape consumer perceptions, preferences, and purchasing decisions. In recent years, influencer marketing has emerged as a powerful tool for brands to reach and engage with consumers in a more authentic and relatable way. By leveraging the influence and reach of social media personalities, brands can effectively promote their products and connect with target audiences on a personal level. However, the effectiveness of influencer marketing in driving consumer behavior in the fashion industry remains a topic of debate and further investigation. The study begins with a comprehensive review of the literature on influencer marketing and consumer behavior in the context of the fashion industry. Drawing on existing research and theoretical frameworks, the thesis examines the role of influencers as opinion leaders and trendsetters, the mechanisms through which they influence consumer behavior, and the factors that affect the effectiveness of influencer marketing campaigns. The literature review also explores the impact of social media platforms on consumer-brand relationships and the rise of influencer culture in the digital age. The research methodology section outlines the approach and methods used to investigate the research questions. A mixed-methods approach is employed, combining qualitative and quantitative data collection techniques to provide a holistic understanding of the impact of influencer marketing on consumer behavior. The study includes surveys, interviews, and content analysis of influencer marketing campaigns to gather insights from both consumers and industry professionals. The findings of the study reveal the significant influence that influencers have on consumer behavior in the fashion industry. Consumers are more likely to trust and engage with brands that are endorsed by influencers they follow and admire. Influencers play a key role in shaping consumer perceptions of fashion trends, styles, and brands, and can drive purchasing decisions through their recommendations and endorsements. However, the study also highlights the importance of authenticity, transparency, and credibility in influencer marketing to maintain consumer trust and loyalty. In conclusion, the thesis provides a comprehensive analysis of the impact of influencer marketing on consumer behavior in the fashion industry. The study underscores the power of influencers in shaping consumer preferences and purchasing decisions, and the implications for brands seeking to leverage influencer marketing as part of their marketing strategy. The findings offer valuable insights for marketers, brands, and influencers looking to optimize their influencer marketing efforts and engage with consumers in a meaningful and impactful way.

Thesis Overview