Thesis Abstract

Abstract
In recent years, the role of social media influencers in shaping consumer behavior, particularly in the fashion industry, has become increasingly significant. This study explores the impact of social media influencers on consumer behavior within the context of the fashion industry through a detailed case study analysis. The research delves into how social media influencers influence consumer perceptions, preferences, and purchasing decisions in the fashion sector, examining the underlying mechanisms and implications for both consumers and fashion brands. The study begins with an introduction to the topic, providing a background of the study, outlining the problem statement, objectives, limitations, scope, significance, and structure of the thesis. Chapter two presents a comprehensive literature review that synthesizes existing research on social media influencers, consumer behavior, and the fashion industry. The literature review examines key concepts, theories, and empirical studies related to the topic, providing a theoretical framework for the research. Chapter three details the research methodology employed in this study, including research design, data collection methods, sampling techniques, and data analysis procedures. The methodology section also discusses ethical considerations and limitations of the research process. Chapter four presents the findings of the case study analysis, exploring the influence of social media influencers on consumer behavior in the fashion industry. The discussion covers themes such as influencer credibility, authenticity, engagement strategies, and the impact on consumer purchasing decisions. Finally, chapter five provides a summary of the research findings, conclusions drawn from the analysis, and implications for theory and practice. The study concludes with recommendations for fashion brands and marketers seeking to leverage social media influencers to influence consumer behavior effectively. Overall, this research contributes to the existing literature on social media marketing, influencer marketing, and consumer behavior, offering valuable insights for both academia and industry practitioners in the fashion sector.

Thesis Overview