Thesis Abstract

Abstract
This thesis investigates the impact of social media influencers on consumer behavior within the fashion industry. The study aims to provide a comprehensive understanding of how influencers on platforms such as Instagram, YouTube, and TikTok influence consumer attitudes, perceptions, and purchasing decisions. The research utilizes a mixed-methods approach, combining quantitative survey data with qualitative interviews to gain insights into the dynamics of influencer marketing in the fashion sector. The introduction sets the foundation for the study by outlining the importance of social media influencers as key players in contemporary marketing strategies. The background of the study delves into the evolution of influencer marketing and its relevance in the fashion industry. The problem statement highlights the gaps in existing literature regarding the specific impact of influencers on consumer behavior, prompting the need for this research. The objectives of the study are to investigate the extent to which social media influencers influence consumer behavior, identify the factors that make influencers effective in promoting fashion products, and examine the role of trust and authenticity in influencer-brand relationships. The study also explores the limitations and scope of the research, acknowledging potential challenges and constraints in data collection and analysis. The significance of the study lies in its potential to contribute to both academic research and industry practice. By shedding light on the mechanisms through which influencers shape consumer behavior, this research offers valuable insights for marketers, brands, and influencers seeking to optimize their strategies. The structure of the thesis outlines the organization of the chapters, providing a roadmap for the reader. The literature review synthesizes existing studies on influencer marketing, consumer behavior, and the fashion industry. Ten key themes emerge from the review, including influencer credibility, engagement, brand partnerships, and consumer trust. Drawing on theoretical frameworks such as social influence theory and parasocial interaction theory, the review sets the stage for the empirical investigation. Chapter three details the research methodology, including the research design, sampling strategy, data collection methods, and analysis techniques. The study employs a mixed-methods approach to capture both quantitative trends and qualitative insights. Eight methodological considerations are discussed, ranging from ethical considerations to data validation procedures. Chapter four presents the findings of the study, analyzing survey data and interview responses to uncover patterns and trends in consumer behavior influenced by social media influencers. The discussion delves into themes such as influencer authenticity, product recommendations, and the impact of sponsored content on consumer trust. The findings offer nuanced perspectives on the complexities of influencer marketing in the fashion industry. The conclusion synthesizes the key findings and implications of the study, highlighting actionable insights for marketers and influencers. The summary encapsulates the main contributions of the research and suggests avenues for future research in this dynamic field. Overall, this thesis advances our understanding of the role of social media influencers in shaping consumer behavior within the fashion industry, offering valuable insights for academics and practitioners alike.

Thesis Overview