Thesis Abstract

Abstract
This thesis investigates the impact of social media influencers on consumer behavior within the fashion industry. The rise of social media platforms has transformed the way consumers engage with brands, and influencers have become powerful agents in shaping consumer perceptions and purchasing decisions. The study aims to provide a comprehensive analysis of how social media influencers influence consumer behavior in the context of the fashion industry. The research begins with an exploration of the theoretical background of social media marketing and influencer marketing, highlighting the evolution of these concepts and their relevance to the fashion industry. A review of relevant literature examines key studies and theoretical frameworks that contribute to understanding the dynamics of social media influencer marketing and consumer behavior in the fashion sector. Methodologically, this study employs a mixed-methods approach, combining qualitative interviews with fashion consumers and quantitative surveys to gather data on their perceptions, attitudes, and behaviors towards social media influencers. The research methodology section details the sampling strategy, data collection methods, and analytical techniques used to analyze the data and draw meaningful insights. The findings of the study reveal the significant impact of social media influencers on various aspects of consumer behavior in the fashion industry, including brand awareness, purchase intentions, and brand loyalty. The discussion of findings delves into the nuances of influencer marketing strategies, the types of influencers that resonate with consumers, and the factors that influence consumer trust and engagement with influencers. In conclusion, this thesis summarizes the key findings and implications for both theory and practice in the field of social media influencer marketing in the fashion industry. The study contributes to the existing body of knowledge by providing a deeper understanding of how social media influencers shape consumer behavior and offering valuable insights for marketers and brands seeking to leverage influencer partnerships effectively. Overall, this research sheds light on the evolving landscape of digital marketing and consumer engagement in the fashion industry, highlighting the crucial role of social media influencers as key drivers of consumer behavior and brand perceptions.

Thesis Overview