Thesis Abstract

Abstract
Social media has revolutionized the way individuals interact and consume information, particularly in the fashion industry. In recent years, social media influencers have emerged as key players in shaping consumer behavior and preferences. This thesis explores the impact of social media influencers on consumer behavior in the fashion industry, focusing on how these influencers influence consumer purchasing decisions, brand perception, and engagement with fashion brands. Chapter 1 provides an introduction to the topic, discussing the background of the study, problem statement, objectives, limitations, scope, significance, structure of the thesis, and definition of key terms. Chapter 2 comprises a comprehensive literature review, analyzing existing research on social media influencers, consumer behavior, and the fashion industry. Chapter 3 details the research methodology, including research design, data collection methods, sampling techniques, and data analysis procedures. This chapter also discusses ethical considerations and limitations of the research process. Chapter 4 presents the findings of the study, highlighting the key insights into how social media influencers impact consumer behavior in the fashion industry. The discussion delves into the various ways in which influencers influence consumer decision-making processes, brand loyalty, and engagement levels. Chapter 5 concludes the thesis by summarizing the key findings and implications of the study. Recommendations for fashion brands and influencers are provided to enhance their strategies and maximize the impact on consumer behavior. The thesis contributes to the existing body of knowledge by providing valuable insights into the evolving role of social media influencers in shaping consumer behavior in the fashion industry. Keywords Social media influencers, consumer behavior, fashion industry, brand perception, purchasing decisions, engagement.

Thesis Overview