Thesis Abstract

Abstract
The fashion industry has experienced a significant transformation in recent years, largely due to the rise of social media influencers. This study aims to explore the impact of social media influencers on consumer behavior within the fashion industry. Through a comprehensive literature review, this research investigates how social media influencers have changed the way consumers engage with fashion brands, make purchasing decisions, and perceive themselves in relation to the latest trends. The study also examines the role of authenticity, trust, and engagement in influencer marketing strategies, as well as the potential drawbacks and limitations associated with influencer collaborations. Methodologically, this research employs a mixed-methods approach, combining quantitative surveys with qualitative interviews to gather insights from both consumers and industry professionals. The findings reveal that social media influencers play a crucial role in shaping consumer preferences, attitudes, and purchasing behavior, with authenticity emerging as a key factor in building trust and credibility among followers. Moreover, the study highlights the importance of engagement metrics and the need for brands to carefully select influencers whose values align with their target audience. In discussing the implications of these findings, this thesis emphasizes the need for fashion brands to adopt a strategic approach to influencer marketing, focusing on long-term partnerships and genuine storytelling rather than short-term promotional campaigns. By cultivating authentic relationships with influencers and prioritizing transparency and ethical practices, brands can enhance their credibility and establish meaningful connections with consumers. This research contributes to the existing literature by offering practical recommendations for fashion marketers seeking to leverage the power of social media influencers effectively. In conclusion, this thesis underscores the significant impact of social media influencers on consumer behavior in the fashion industry and underscores the importance of authenticity, trust, and engagement in influencer marketing strategies. By understanding the dynamics of influencer-consumer relationships and adapting to evolving trends in digital communication, fashion brands can capitalize on the opportunities presented by social media influencers to build brand loyalty, drive sales, and foster a sense of community among consumers in the digital age.

Thesis Overview