Thesis Abstract

Abstract
This thesis investigates the impact of social media influencers on consumer behavior within the fashion industry. In recent years, social media has become a powerful platform for marketing and influencing consumer decisions. The rise of social media influencers, individuals with large followings who endorse products and trends, has transformed the way consumers engage with brands and make purchasing decisions. This study aims to provide a comprehensive analysis of how social media influencers influence consumer behavior in the context of the fashion industry. The research methodology employed in this study includes a thorough review of existing literature on social media marketing, influencer marketing, and consumer behavior. A qualitative research approach was used to gather insights from both consumers and social media influencers through interviews and surveys. The data collected was analyzed using thematic analysis to identify key themes and patterns relating to the impact of social media influencers on consumer behavior. The findings of this study reveal that social media influencers play a significant role in shaping consumer attitudes and purchasing decisions within the fashion industry. Consumers often look to influencers for inspiration, product recommendations, and style advice. The credibility and relatability of influencers were found to be crucial factors influencing consumer trust and loyalty towards brands. Furthermore, this study examines the ethical implications of influencer marketing, such as transparency and authenticity, and their effects on consumer trust. The results suggest that transparency in influencer-brand partnerships is essential for maintaining consumer trust and credibility. Consumers value authenticity and genuine recommendations from influencers, and any perceived lack of transparency can lead to skepticism and disengagement. The implications of this research are significant for marketers and brand managers in the fashion industry. Understanding the influence of social media influencers on consumer behavior can help companies develop more effective marketing strategies and partnerships with influencers. By leveraging the power of influencers in a transparent and authentic manner, brands can enhance consumer engagement, brand loyalty, and ultimately drive sales. In conclusion, this thesis contributes to the existing body of knowledge on social media marketing and consumer behavior by providing insights into the impact of social media influencers in the fashion industry. The findings highlight the importance of building authentic relationships with influencers and maintaining transparency in influencer marketing practices. This study offers valuable recommendations for brands seeking to leverage social media influencers to engage with consumers and drive business growth in the dynamic landscape of the fashion industry.

Thesis Overview