Thesis Abstract

Abstract
The fashion industry has undergone significant transformations in recent years due to the rise of social media influencers and their impact on consumer behavior. This case study explores the influence of social media influencers on consumer behavior within the fashion industry, aiming to provide insights into the changing dynamics of consumer-brand relationships in the digital age. The research methodology employed a mixed-methods approach, combining qualitative interviews with fashion consumers and quantitative analysis of social media engagement metrics. The study revealed that social media influencers play a crucial role in shaping consumer perceptions, preferences, and purchasing decisions in the fashion industry. Through aspirational content creation, authentic storytelling, and strategic brand partnerships, influencers establish strong connections with their followers, leading to increased brand awareness and loyalty. Moreover, consumers perceive influencers as relatable and trustworthy sources of fashion inspiration, leading to higher engagement levels and purchase intent. The findings also highlight the importance of transparency and authenticity in influencer marketing practices. Consumers value honesty and genuine recommendations from influencers, emphasizing the need for ethical guidelines and disclosure standards within the industry. Additionally, the study identifies the key factors influencing consumer trust in influencers, including credibility, expertise, and alignment with personal values. Overall, this research contributes to a deeper understanding of the complex relationship between social media influencers and consumer behavior in the fashion industry. By examining the various dimensions of influencer marketing and its impact on consumer perceptions, this study offers valuable insights for fashion brands, marketers, and influencers seeking to navigate the evolving landscape of digital marketing. Keywords Social Media Influencers, Consumer Behavior, Fashion Industry, Influencer Marketing, Brand Engagement, Authenticity, Trust, Digital Marketing.

Thesis Overview