Thesis Abstract

Abstract
This thesis examines the impact of social media influencers on consumer behavior within the fashion industry. The study aims to investigate how social media influencers influence consumer purchasing decisions, brand perception, and engagement with fashion brands. The research utilizes a mixed-methods approach, combining both qualitative and quantitative data collection methods to provide a comprehensive analysis of the topic. 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 terms. Chapter Two consists of a detailed literature review that explores existing research on social media influencers, consumer behavior, and their relationship within the fashion industry. The literature review also includes discussions on the effectiveness of influencer marketing strategies and the role of social media platforms in shaping consumer preferences. Chapter Three outlines the research methodology, including research design, data collection methods, sampling techniques, and data analysis procedures. The chapter also discusses ethical considerations and the rationale behind the chosen research methods. Chapter Four presents the findings of the study, analyzing the data collected and discussing the implications of the results on the research topic. The chapter delves into how social media influencers impact consumer behavior in the fashion industry, highlighting key trends and patterns observed in the data. Chapter Five serves as the conclusion and summary of the thesis, providing a synthesis of the key findings and their implications for theory and practice. The chapter also discusses the limitations of the study, suggestions for future research, and practical recommendations for fashion brands looking to leverage social media influencers effectively. Overall, this thesis contributes to the growing body of knowledge on influencer marketing and consumer behavior in the fashion industry, offering valuable insights for academics, practitioners, and industry stakeholders. Keywords Social media influencers, consumer behavior, fashion industry, influencer marketing, social media marketing, brand perception, engagement.

Thesis Overview

Research Overview: In recent years, the rise of social media influencers has significantly transformed the landscape of marketing and consumer behavior, particularly within the fashion industry. The project titled "The impact of social media influencers on consumer behavior in the fashion industry" aims to delve into this dynamic relationship and explore the extent to which social media influencers influence consumer behavior in the context of fashion consumption. The fashion industry has been quick to recognize the power of social media influencers as key drivers of consumer engagement and purchasing decisions. These influencers, who have amassed large followings on platforms such as Instagram, YouTube, and TikTok, often collaborate with fashion brands to promote products and trends to their audiences. As a result, consumers are increasingly turning to social media influencers for style inspiration, product recommendations, and trend alerts. This project seeks to investigate the underlying mechanisms through which social media influencers impact consumer behavior in the fashion industry. It will explore how factors such as credibility, relatability, and authenticity of influencers influence consumer perceptions and purchasing decisions. Furthermore, the project will examine the role of social media platforms in shaping consumer-brand relationships and fostering consumer engagement with fashion content. By conducting a comprehensive analysis of existing literature on social media influencers and consumer behavior in the fashion industry, this research aims to provide valuable insights into the evolving dynamics of fashion marketing and consumption in the digital age. The findings of this study are expected to contribute to a deeper understanding of the impact of social media influencers on consumer behavior and offer practical implications for fashion brands seeking to leverage influencer marketing strategies effectively. Overall, this project aims to shed light on the complex interplay between social media influencers and consumer behavior in the fashion industry, highlighting the opportunities and challenges presented by this rapidly evolving marketing landscape.