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 and the increasing influence of individuals with large followings, brands are leveraging these influencers to promote their products and connect with consumers. This research aims to analyze the effectiveness of social media influencers in shaping consumer behavior in the context of fashion consumption. The study begins with an overview of the research topic, highlighting the growing significance of social media influencers in marketing strategies. The background of the study delves into the evolution of influencer marketing and its implications for the fashion industry. The problem statement identifies the gaps in existing research and underscores the need to investigate the specific effects of social media influencers on consumer behavior. The objectives of the study are outlined to examine the relationship between social media influencers and consumer behavior, identify the factors influencing consumer engagement with influencers, and assess the overall impact on brand perception and purchasing decisions. The limitations of the study are acknowledged, including potential biases in data collection and the dynamic nature of social media platforms. The scope of the study encompasses a diverse range of social media platforms and fashion brands to provide a comprehensive analysis of influencer marketing strategies. The significance of the study lies in its contribution to the existing literature on consumer behavior and marketing communication, offering insights for practitioners and researchers in the field. The structure of the thesis is outlined, detailing the organization of chapters and the flow of the research methodology. Definitions of key terms are provided to clarify the terminology used throughout the study. The literature review examines ten key themes related to social media influencers and consumer behavior in the fashion industry. Drawing on academic research and industry reports, this section establishes the theoretical framework for the study and identifies relevant concepts and trends in influencer marketing. The research methodology section describes the approach taken to investigate the impact of social media influencers on consumer behavior. The research design, data collection methods, sampling techniques, and data analysis procedures are detailed to ensure the rigor and validity of the study. The discussion of findings chapter presents the results of the empirical analysis, highlighting the key findings related to consumer engagement, brand perception, and purchasing behavior. The implications of these findings are discussed in relation to existing theories and practical implications for fashion brands. Finally, the conclusion and summary chapter provide a comprehensive overview of the research findings and their implications for the fashion industry. Recommendations for future research and practical implications for marketers are discussed to guide future strategies in leveraging social media influencers to influence consumer behavior. In conclusion, 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 professionals seeking to understand and harness the power of social media influencers in engaging consumers and driving brand success.

Thesis Overview

The project titled "The Impact of Social Media Influencers on Consumer Behavior in the Fashion Industry" aims to explore and analyze the significant influence that social media influencers have on consumer behavior within the fashion industry. In recent years, social media influencers have become powerful marketing tools for fashion brands, with their ability to reach and engage with large audiences on platforms such as Instagram, YouTube, and TikTok. This research seeks to understand how social media influencers shape consumer perceptions, preferences, and purchasing decisions in the context of fashion products. The research will delve into the various aspects of social media influencer marketing within the fashion industry, examining how influencers build relationships with their followers, create authentic content, and collaborate with brands to promote products. By conducting a thorough literature review, the project will explore existing theories and studies related to influencer marketing, consumer behavior, and the fashion industry to provide a comprehensive theoretical framework for the research. Through empirical research methods such as surveys, interviews, and content analysis, the project will gather data from both consumers and social media influencers to gain insights into the impact of influencer marketing on consumer behavior. The research will analyze factors such as credibility, trust, engagement, and purchase intention to understand how social media influencers influence consumer perceptions and attitudes towards fashion products. Furthermore, the project will investigate the role of different types of influencers, such as macro-influencers, micro-influencers, and nano-influencers, in shaping consumer behavior within the fashion industry. By comparing and contrasting the effectiveness of influencers with varying audience sizes and engagement levels, the research aims to provide valuable insights for fashion brands seeking to leverage influencer marketing strategies. Overall, this research overview highlights the importance of understanding the impact of social media influencers on consumer behavior in the fashion industry. By examining the dynamics of influencer marketing and consumer engagement, this project aims to contribute to the existing body of knowledge in the fields of marketing, communication, and consumer behavior, while also providing practical implications for fashion brands looking to optimize their influencer marketing strategies.