Thesis Abstract

Abstract
Social media has revolutionized the way individuals interact with brands and make purchasing decisions. In recent years, social media influencers have emerged as powerful figures in shaping consumer behavior, particularly in the fashion industry. This thesis explores the impact of social media influencers on consumer behavior in the fashion industry, with a focus on understanding how these influencers influence purchasing decisions, brand perception, and consumer engagement. Chapter One provides an introduction to the topic, discussing the background of the study, problem statement, objectives of the study, limitations, scope, significance, structure of the thesis, and definition of key terms. The rise of social media influencers as key players in the fashion industry is highlighted, setting the stage for the research that follows. Chapter Two presents a comprehensive literature review, examining existing research on social media influencers, consumer behavior, and the fashion industry. Ten key themes are explored, including the role of influencers in marketing, the impact of influencer authenticity, and the influence of social media platforms on consumer engagement. Chapter Three outlines the research methodology used in this study. The chapter covers the research design, sampling methods, data collection techniques, and data analysis procedures. Additionally, ethical considerations and potential limitations of the methodology are discussed. Chapter Four presents the findings of the study, detailing the impact of social media influencers on consumer behavior in the fashion industry. The chapter discusses how influencers shape consumer perceptions, influence purchasing decisions, and drive engagement with fashion brands. The findings are supported by data collected through surveys, interviews, and social media analytics. Chapter Five provides a conclusion and summary of the thesis, highlighting key findings, implications for the fashion industry, and recommendations for future research. The study concludes that social media influencers play a significant role in shaping consumer behavior in the fashion industry and emphasizes the importance of brands leveraging influencer partnerships to drive engagement and sales. Overall, this thesis contributes to the growing body of research on social media influencers and consumer behavior in the fashion industry. By exploring the impact of influencers on consumer behavior, the study provides valuable insights for marketers, brands, and influencers looking to capitalize on the power of social media in the digital age.

Thesis Overview