Thesis Abstract

Abstract
This thesis investigates the profound influence of social media influencers on consumer behavior within the dynamic landscape of the fashion industry. The study adopts a case study approach to delve into the intricate relationship between social media influencers and consumer decision-making processes, with a specific focus on the fashion sector. The research aims to explore how social media influencers shape consumer perceptions, preferences, and purchasing behaviors in the context of fashion products and brands. Through an in-depth analysis of relevant literature, this study seeks to provide valuable insights into the mechanisms through which social media influencers impact consumer behavior in the fashion industry. Chapter 1 sets the foundation for the research by introducing the topic and outlining the background of the study. The problem statement highlights the significance of understanding the role of social media influencers in shaping consumer behavior, while the objectives of the study and the scope of research are clearly defined. The limitations of the study are also acknowledged, along with the structure of the thesis and the key terms defined to ensure clarity and consistency throughout the research. Chapter 2 presents a comprehensive literature review that examines existing research on social media influencers, consumer behavior, and the fashion industry. The review encompasses various aspects such as the characteristics of social media influencers, the psychological mechanisms underlying consumer behavior, and the impact of digital marketing strategies on consumer decision-making processes. By synthesizing relevant literature, this chapter aims to provide a theoretical framework for the study and identify gaps in current knowledge that the research seeks to address. Chapter 3 outlines the research methodology employed in this study, detailing the research design, data collection methods, and data analysis techniques. The chapter discusses the rationale behind the chosen methodology and justifies the selection of a case study approach to investigate the research questions. Methodological considerations, ethical issues, and potential limitations of the research methodology are also addressed to ensure the rigor and validity of the study. Chapter 4 presents a detailed discussion of the research findings derived from the case study analysis. The chapter explores the impact of social media influencers on various aspects of consumer behavior, including brand awareness, brand perception, purchase intentions, and loyalty. The findings are analyzed in relation to existing theories and empirical evidence, providing insights into the mechanisms through which social media influencers influence consumer decision-making processes in the fashion industry. Chapter 5 offers a conclusive summary of the research findings, highlighting the key insights and implications for theory and practice. The conclusion reflects on the research objectives, discusses the contributions of the study to the existing literature, and suggests avenues for future research. By elucidating the impact of social media influencers on consumer behavior in the fashion industry, this thesis contributes to a deeper understanding of the evolving dynamics of digital marketing and consumer engagement in contemporary markets.

Thesis Overview