Thesis Abstract

Abstract
The fashion industry has witnessed a significant transformation with the rise of social media influencers who have become powerful players in shaping consumer behavior. This thesis explores the impact of social media influencers on consumer behavior in the fashion industry. The study aims to understand how social media influencers influence consumer purchasing decisions, brand loyalty, and engagement with fashion brands. Chapter One provides an introduction to the research topic, presenting the background of the study, problem statement, objectives, limitations, scope, significance, structure of the thesis, and definition of key terms. Chapter Two presents a comprehensive literature review that covers ten key aspects related to social media influencers, consumer behavior, and the fashion industry. Chapter Three outlines the research methodology employed in this study, including research design, data collection methods, sampling techniques, data analysis, and ethical considerations. The chapter also discusses the operationalization of variables and the conceptual framework guiding the research. Chapter Four presents the findings of the research, analyzing how social media influencers impact various aspects of consumer behavior in the fashion industry. The chapter discusses the influence of social media influencers on consumer trust, purchase intentions, brand perceptions, and engagement with fashion brands. Chapter Five concludes the thesis by summarizing the key findings, discussing the implications for marketers and fashion brands, and suggesting areas for future research. The study contributes to the existing literature by providing insights into the evolving role of social media influencers in shaping consumer behavior in the fashion industry. Keywords Social media influencers, consumer behavior, fashion industry, brand loyalty, purchase intentions, engagement.

Thesis Overview

"The Impact of Social Media Influencers on Consumer Behavior in the Fashion Industry" is a comprehensive research project that seeks to explore the influential role of social media influencers on consumer behavior within the fashion industry. With the rise of social media platforms and the increasing popularity of influencers, this study aims to provide valuable insights into how these influencers impact consumer decision-making processes when it comes to fashion-related purchases. The research will delve into the various aspects of social media influencer marketing, examining how influencers build their personal brands, engage with their followers, and promote products within the fashion industry. By analyzing the strategies employed by influencers and the types of content they create, the study will investigate how these factors influence consumer perceptions and purchasing behaviors. Furthermore, the project will examine the psychological mechanisms at play when consumers interact with social media influencers, considering factors such as trust, credibility, and social influence. By understanding the underlying motivations behind consumer behavior in response to influencer marketing, this research aims to provide valuable insights for fashion brands and marketers looking to leverage the power of social media influencers to drive sales and brand engagement. Through a combination of theoretical frameworks, empirical research, and case studies, this project will contribute to the existing body of knowledge on social media marketing and consumer behavior in the fashion industry. By shedding light on the impact of social media influencers, this research seeks to provide practical recommendations for businesses seeking to navigate the evolving landscape of digital marketing and engage with consumers in a meaningful and effective manner.