Thesis Abstract

Abstract
The fashion industry has witnessed a significant transformation in recent years due to the rise of social media influencers as key players in shaping consumer purchase intentions. This thesis explores the impact of social media influencers on consumer purchase intentions in the fashion industry. The study seeks to understand the role of social media influencers in influencing consumer behavior and driving purchasing decisions in the context of fashion products. Chapter One provides an introduction to the research topic, presenting the background of the study, problem statement, objectives, limitations, scope, significance, and structure of the thesis. The chapter also includes definitions of key terms relevant to the study. Chapter Two presents a comprehensive literature review on the topic, covering ten key areas that examine the relationship between social media influencers and consumer purchase intentions in the fashion industry. The review explores existing theories, empirical studies, and trends in influencer marketing and consumer behavior. Chapter Three outlines the research methodology employed in the study, detailing the research design, data collection methods, sampling techniques, data analysis procedures, and ethical considerations. The chapter also discusses the limitations and challenges encountered during the research process. Chapter Four delves into the findings of the study, providing an in-depth analysis of the impact of social media influencers on consumer purchase intentions in the fashion industry. The chapter presents the results of data analysis, including trends, patterns, and relationships identified in the study. Chapter Five offers a conclusion and summary of the thesis, highlighting the key findings, implications, and recommendations for practitioners and future research. The chapter discusses the theoretical and practical implications of the study and suggests areas for further exploration in the field of influencer marketing and consumer behavior in the fashion industry. In conclusion, this thesis contributes to the existing body of knowledge by shedding light on the role of social media influencers in shaping consumer purchase intentions in the fashion industry. The study provides valuable insights for marketers, brands, and influencers seeking to understand and leverage the power of influencer marketing in driving consumer behavior and enhancing brand engagement in the digital age.

Thesis Overview

The project titled "The Impact of Social Media Influencers on Consumer Purchase Intentions in the Fashion Industry" aims to investigate the significant influence of social media influencers on consumer purchase intentions within the dynamic context of the fashion industry. This research overview provides an in-depth understanding of the key components and objectives of the study. As digital platforms continue to reshape the landscape of marketing and consumer behavior, social media influencers have emerged as powerful drivers of consumer purchase decisions, particularly in the fashion sector. This study seeks to explore the various ways in which social media influencers impact consumer perceptions, attitudes, and behaviors towards fashion products and brands. The research will begin with a comprehensive review of relevant literature on social media marketing, influencer marketing, consumer behavior, and the fashion industry. By synthesizing existing knowledge and theories, the study will establish a theoretical framework that guides the investigation into the relationship between social media influencers and consumer purchase intentions. Through a mixed-methods approach, the research will collect data from both qualitative and quantitative sources to provide a holistic view of the phenomenon. Surveys, interviews, and content analysis will be utilized to gather insights from both consumers and industry experts, shedding light on the mechanisms through which social media influencers influence consumer decision-making processes. The findings of this study are expected to contribute valuable insights to academia, industry practitioners, and policymakers. By uncovering the underlying mechanisms and effects of social media influencer marketing in the fashion industry, the research aims to provide actionable recommendations for marketers seeking to leverage this influential channel effectively. Overall, this project seeks to advance our understanding of the impact of social media influencers on consumer purchase intentions in the fashion industry, offering valuable implications for marketing strategies, consumer engagement, and brand management in an increasingly digital and socially connected world.