Thesis Abstract

Abstract
The fashion industry has experienced a significant transformation with the rise of social media influencers who have become powerful catalysts in shaping consumer behavior. This thesis explores the impact of social media influencers on consumer behavior within the fashion industry. The research investigates how social media influencers influence consumer decisions, perceptions, and purchasing behaviors in relation to fashion products and brands. Through a comprehensive literature review, a research methodology employing both quantitative and qualitative approaches, and an in-depth analysis of findings, this study aims to provide valuable insights into the complex dynamics between social media influencers and consumer behavior in the fashion industry. Chapter One provides an introduction to the research topic, highlighting the background of the study, the problem statement, research objectives, limitations, scope, significance, structure of the thesis, and key definitions. Chapter Two presents a detailed literature review encompassing ten key themes related to social media influencers, consumer behavior, and the fashion industry. The literature review examines existing theories, models, and empirical studies to establish a theoretical framework for the research. Chapter Three outlines the research methodology, including the research design, data collection methods, sampling techniques, and data analysis procedures. The chapter also discusses ethical considerations and limitations that may impact the research process. Chapter Four presents the findings of the study, analyzing the impact of social media influencers on various aspects of consumer behavior in the fashion industry. The discussion delves into the influence of social media content, engagement strategies, authenticity, trust, and brand perceptions on consumer decision-making processes. In Chapter Five, the conclusion and summary of the project thesis are provided, highlighting the key findings, implications, and recommendations for industry practitioners, marketers, and future research. This thesis contributes to the existing body of knowledge by shedding light on the evolving role of social media influencers in shaping consumer behavior and preferences in the dynamic landscape of the fashion industry. The insights gained from this research have practical implications for fashion brands seeking to leverage social media influencers as strategic partners in engaging and influencing consumers in the digital age.

Thesis Overview