Thesis Abstract

Abstract
This thesis examines 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 brands, especially within the fashion sector. This study aims to explore how social media influencers influence consumer behavior, particularly in terms of purchase decisions, brand loyalty, and engagement with fashion brands. The research methodology employed in this study includes a comprehensive literature review to understand the theoretical underpinnings of social media influencer marketing and consumer behavior. A mixed-methods approach will be used, incorporating both qualitative and quantitative research methods to gather data from fashion consumers and analyze their responses. The findings of this study are expected to provide valuable insights into the effectiveness of social media influencers in shaping consumer behavior in the fashion industry. By examining the factors that drive consumer engagement with influencers and their impact on brand perception, this research seeks to contribute to the existing body of knowledge on influencer marketing and consumer behavior. The implications of this research are significant for fashion brands looking to leverage social media influencers as part of their marketing strategy. Understanding how influencers influence consumer behavior can help brands develop more targeted and effective marketing campaigns to engage with their target audience and drive sales. Overall, this thesis aims to shed light on the dynamic relationship between social media influencers and consumer behavior within the fashion industry, offering valuable insights for both researchers and practitioners in the field of marketing and communications.

Thesis Overview

The project titled "The Impact of Social Media Influencers on Consumer Behavior in the Fashion Industry" aims to investigate the significant influence that social media influencers have on consumer behavior within the fashion industry. In recent years, social media influencers have become powerful figures in shaping consumer preferences, purchasing decisions, and overall brand perception. This study seeks to explore the extent of this influence and analyze how it impacts consumer behavior in the context of fashion-related products and services. The research will delve into the various strategies employed by social media influencers to engage with their audience and promote fashion brands. By examining the content, style, and effectiveness of influencer marketing campaigns, the study aims to provide insights into the underlying mechanisms that drive consumer behavior in response to influencer recommendations. Furthermore, the project will explore the demographic characteristics of consumers who are most susceptible to influencer influence, as well as the types of fashion products and services that are most commonly promoted by influencers. By understanding these key factors, the research aims to offer valuable recommendations to fashion brands seeking to leverage influencer marketing as part of their overall marketing strategy. Through a combination of literature review, data analysis, and primary research methods, this study aspires to contribute to the existing body of knowledge on the role of social media influencers in shaping consumer behavior within the fashion industry. By shedding light on this evolving phenomenon, the research seeks to provide practical implications for marketers, brand managers, and industry professionals looking to maximize the impact of influencer collaborations in the competitive fashion landscape.