Thesis Abstract

Abstract
This thesis explores the impact of social media influencers on consumer behavior within the fashion industry. With the rise of social media platforms, influencers have become powerful marketing tools for fashion brands. This study aims to investigate how social media influencers influence consumer behavior, particularly in terms of purchasing decisions and brand perception. The research methodology involves a comprehensive literature review, qualitative interviews with both consumers and influencers, and quantitative surveys to analyze the data. Chapter One provides an introduction to the topic, including the background, problem statement, objectives, limitations, scope, significance, structure of the thesis, and definition of terms. Chapter Two consists of a detailed literature review covering ten key aspects related to social media influencers and consumer behavior in the fashion industry. Chapter Three outlines the research methodology, including research design, data collection methods, sampling techniques, data analysis procedures, and ethical considerations. Chapter Four presents the findings of the study, analyzing the impact of social media influencers on consumer behavior based on the collected data. The discussion delves into the implications of these findings for fashion brands and consumers. Finally, Chapter Five offers conclusions and a summary of the key findings, highlighting the significance of social media influencers in shaping consumer behavior and providing recommendations for future research and practice in the fashion industry. This thesis contributes to the growing body of knowledge on social media marketing and consumer behavior, offering insights into the evolving role of influencers in shaping the fashion industry landscape.

Thesis Overview

The project titled "The Impact of Social Media Influencers on Consumer Behavior in the Fashion Industry" aims to investigate the role and influence of social media influencers on consumer behavior within the fashion industry. With the rapid growth of social media platforms and the rise of influencer marketing, understanding how these influencers shape consumer perceptions and purchasing decisions in the fashion sector has become increasingly crucial. The research will delve into the various aspects of social media influencer marketing, including the strategies employed by influencers, the types of content they create, and the extent to which consumers engage with and are influenced by their content. By examining the relationship between social media influencers and consumer behavior, the study seeks to provide valuable insights into the dynamics of online brand promotion and consumer engagement in the fashion industry. Key areas of focus will include the identification of popular social media platforms used by fashion influencers, the characteristics that make influencers successful in their marketing efforts, and the impact of influencer collaborations on consumer attitudes and purchasing behavior. Additionally, the study will explore the potential drawbacks and limitations of influencer marketing in the fashion industry, such as issues related to authenticity, transparency, and trust. Through a combination of qualitative and quantitative research methods, including surveys, interviews, and content analysis, the project aims to gather comprehensive data on consumer perceptions, attitudes, and behaviors towards social media influencers in the fashion industry. The findings of the research are expected to offer valuable insights for fashion brands, marketers, and influencers themselves, helping them to better understand and leverage the power of influencer marketing to drive consumer engagement and loyalty. Overall, this research overview sets the stage for a detailed investigation into how social media influencers impact consumer behavior in the fashion industry and aims to contribute to the existing body of knowledge in the fields of marketing, communications, and consumer behavior.