Thesis Abstract

The rise of social media influencers has transformed the way fashion brands engage with consumers, shaping their purchasing decisions and overall behavior. This thesis explores the impact of social media influencers on consumer behavior within the fashion industry. Through a comprehensive analysis, this study aims to provide insights into the effectiveness of influencer marketing strategies and their influence on consumer perceptions and preferences. The research begins by examining the theoretical framework underpinning social media influencer marketing and its relevance in the context of the fashion industry. By delving into the concepts of consumer behavior, social influence, and brand engagement, the study establishes a foundation for understanding the dynamics at play in this evolving landscape. A critical literature review is conducted to explore existing studies, theories, and empirical evidence related to social media influencers and consumer behavior in the fashion industry. This review highlights key trends, challenges, and opportunities in influencer marketing, shedding light on the factors that drive consumer engagement and brand loyalty. The research methodology section outlines the approach taken to investigate the impact of social media influencers on consumer behavior. Through a combination of quantitative and qualitative methods, including surveys, interviews, and content analysis, the study gathers data from fashion consumers to analyze their perceptions and behaviors in response to influencer marketing campaigns. Findings from the study reveal the significant influence of social media influencers on consumer behavior in the fashion industry. Consumers exhibit varying levels of trust, engagement, and purchase intent based on the type of influencer, content authenticity, and brand alignment. The study identifies key factors that contribute to the effectiveness of influencer marketing strategies and offers insights into best practices for fashion brands seeking to leverage this powerful marketing tool. In conclusion, this thesis provides a comprehensive analysis of the impact of social media influencers on consumer behavior in the fashion industry. By illuminating the complex interplay between influencers, brands, and consumers, the study offers valuable insights for marketers, researchers, and industry practitioners looking to navigate the ever-changing landscape of digital marketing and brand engagement. Overall, this research contributes to the growing body of knowledge on influencer marketing and consumer behavior, offering practical implications and recommendations for fashion brands aiming to harness the power of social media influencers to drive consumer engagement, loyalty, and purchase decisions.

Thesis Overview