Thesis Abstract

Abstract
This thesis investigates the impact of social media influencers on consumer behavior within the fashion industry through a comprehensive case study. With the rise of social media platforms, influencers have become pivotal in shaping consumer choices and preferences, particularly in the fashion sector. The study aims to explore how social media influencers influence consumer behavior, specifically in terms of purchasing decisions, brand loyalty, and overall engagement with fashion brands. The research methodology employed a combination of qualitative and quantitative approaches to gather data and analyze the findings effectively. Through in-depth interviews with both social media influencers and fashion consumers, as well as surveys and content analysis of social media platforms, the study delves into the intricate dynamics of influencer marketing in the fashion industry. The literature review section critically examines existing research on social media influencers, consumer behavior, and the fashion industry to provide a theoretical framework for the study. It discusses key concepts such as influencer credibility, source attractiveness, social identity theory, and consumer engagement to elucidate the mechanisms through which influencers impact consumer behavior. The findings reveal that social media influencers play a significant role in shaping consumer behavior within the fashion industry. Consumers often look to influencers for inspiration, trend guidance, and validation of their own fashion choices. Factors such as authenticity, relatability, and trustworthiness of influencers are crucial in influencing consumer perceptions and decisions. The discussion section analyzes the implications of the findings on marketing strategies employed by fashion brands. It highlights the importance of building authentic relationships with influencers, aligning influencer partnerships with brand values, and fostering genuine engagement with consumers to maximize the impact of influencer marketing campaigns. In conclusion, this thesis underscores the profound influence that social media influencers wield over consumer behavior in the fashion industry. By understanding the mechanisms through which influencers shape consumer perceptions and preferences, fashion brands can strategically leverage influencer partnerships to enhance brand visibility, engagement, and ultimately drive sales. Keywords Social Media Influencers, Consumer Behavior, Fashion Industry, Influencer Marketing, Brand Engagement

Thesis Overview