Thesis Abstract

Abstract
The fashion industry has undergone significant transformations in recent years, largely due to the rise of social media and the emergence of influencers as powerful marketing tools. This thesis explores the impact of social media influencers on consumer behavior within the fashion industry. The study aims to understand how social media influencers influence consumer purchasing decisions, brand perception, and engagement with fashion brands. The research methodology employed a mixed-methods approach, combining quantitative surveys and qualitative interviews with fashion consumers. The findings reveal that social media influencers play a crucial role in shaping consumer behavior, with their content influencing consumer preferences, purchase intentions, and brand loyalty. Additionally, the study highlights the importance of authenticity and trust in influencer marketing, as consumers are more likely to engage with influencers who are perceived as genuine and relatable. The implications of this research are significant for both fashion brands and social media influencers. Fashion brands can leverage influencer partnerships to enhance brand awareness, reach new audiences, and drive sales. Meanwhile, influencers can build stronger relationships with their followers by creating authentic and engaging content that resonates with their audience. Overall, this thesis contributes to the existing literature on social media marketing and consumer behavior in the fashion industry. By providing insights into the impact of social media influencers on consumer behavior, this research offers valuable recommendations for fashion brands and influencers looking to navigate the rapidly evolving landscape of digital marketing. Keywords Social media influencers, consumer behavior, fashion industry, influencer marketing, authenticity, trust.

Thesis Overview

The research 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. With the rise of social media platforms and the increasing use of influencers as marketing tools by fashion brands, there is a growing interest in understanding how these influencers shape consumer perceptions, attitudes, and purchasing decisions. The study will delve into the various ways in which social media influencers impact consumer behavior in the fashion industry, including their ability to create trends, build brand loyalty, and drive purchasing behavior. By examining the relationship between social media influencers and consumers, the research seeks to provide valuable insights into the effectiveness of influencer marketing strategies in the fashion sector. Through a comprehensive literature review, the project will explore existing theories and research findings related to social media influencers, consumer behavior, and the fashion industry. This review will lay the foundation for the empirical research that will be conducted to gather data and analyze the impact of social media influencers on consumer behavior. The research methodology will involve both qualitative and quantitative approaches, including surveys, interviews, and content analysis of social media platforms. By collecting data from fashion consumers and analyzing the content and engagement of social media influencers, the study aims to uncover the mechanisms through which influencers influence consumer behavior and the factors that contribute to their effectiveness. The findings of this research will provide valuable insights for fashion brands, marketers, and influencers seeking to enhance their strategies and leverage the power of social media to connect with consumers. By understanding the impact of social media influencers on consumer behavior in the fashion industry, companies can develop more targeted and effective marketing campaigns that resonate with their target audience. Overall, this research project will contribute to the existing body of knowledge on influencer marketing, consumer behavior, and the fashion industry, offering practical implications for industry practitioners and valuable insights for future research in this area.