Thesis Abstract

Abstract
This thesis explores the impact of social media influencers on consumer behavior within the fashion industry. The study investigates how social media influencers affect consumer decision-making processes and purchasing behavior in the context of fashion products. The research employs a mixed-methods approach, combining qualitative interviews with fashion consumers and quantitative analysis of social media engagement data. The findings reveal that social media influencers play a significant role in shaping consumer perceptions, preferences, and purchasing intentions in the fashion industry. Consumers tend to trust and follow influencers who align with their personal style and values, leading to increased brand awareness and loyalty. Additionally, influencers have the power to drive trends, influence product choices, and create aspirational lifestyles that resonate with their followers. Moreover, the study identifies various factors that influence the effectiveness of social media influencers, such as authenticity, credibility, and engagement levels. Consumers value authentic content that reflects genuine experiences and promotes transparency. Influencers who maintain a high level of credibility and engage with their audience in meaningful ways are more likely to influence consumer behavior positively. Furthermore, the research highlights the challenges and limitations associated with social media influencer marketing in the fashion industry, including issues related to disclosure practices, influencer fraud, and oversaturation of sponsored content. It also discusses the ethical implications of influencer marketing and the need for industry regulations to ensure transparency and consumer protection. In conclusion, this thesis contributes to the growing body of literature on social media influencer marketing and consumer behavior in the fashion industry. The findings provide valuable insights for fashion brands, marketers, and influencers seeking to leverage the power of social media to engage with consumers effectively and drive business growth. The study underscores the importance of building authentic relationships with consumers and maintaining ethical standards in influencer marketing practices to foster trust and credibility in the digital age.

Thesis Overview

Research Overview: The fashion industry has seen a significant transformation in recent years with the rise of social media influencers who have become powerful players in shaping consumer behavior. This research project aims to explore and analyze the impact of social media influencers on consumer behavior within the fashion industry. With the increasing use of social media platforms such as Instagram, YouTube, and TikTok, influencers have gained immense popularity and have become key figures in promoting fashion brands and products. The research will delve into the various aspects of social media influencer marketing, examining how influencers create content, engage with their audience, and influence consumer purchasing decisions. By investigating the strategies employed by influencers, as well as the motivations and preferences of consumers, the study seeks to provide insights into the dynamics of this evolving landscape. Key areas of focus will include the role of authenticity and trust in influencer marketing, the impact of influencer endorsements on brand perception, and the effectiveness of influencer collaborations and partnerships. Additionally, the research will explore the influence of social media platforms on consumer behavior, such as the role of visual content, storytelling, and social proof in driving purchasing decisions. Through a combination of qualitative and quantitative research methods, including surveys, interviews, and content analysis, the project aims to generate valuable findings that can contribute to both academic knowledge and industry practices. By understanding the nuances of social media influencer marketing in the fashion industry, stakeholders such as fashion brands, marketers, influencers, and consumers can make informed decisions to navigate this rapidly evolving landscape. Overall, this research project seeks to shed light on the intricate relationship between social media influencers and consumer behavior in the fashion industry, providing a comprehensive analysis of the impact, challenges, and opportunities presented by this dynamic form of marketing communication.