Thesis Abstract

Abstract
The research project aimed to investigate the impact of social media marketing on consumer purchasing behavior in the fashion industry. The study utilized a mixed-methods approach, combining both quantitative surveys and qualitative interviews to gather data from a sample of fashion consumers. The quantitative survey was distributed online to a diverse group of participants, while the qualitative interviews were conducted with a subset of individuals selected from the survey respondents. The findings of the study revealed that social media marketing plays a significant role in influencing consumer purchasing decisions in the fashion industry. The quantitative data indicated a strong correlation between exposure to social media marketing content and the likelihood of making a purchase. Specifically, participants who reported frequent engagement with fashion brands on social media platforms were more likely to make impulse purchases and follow trends endorsed by influencers. Moreover, the qualitative interviews provided valuable insights into the reasons behind this phenomenon. Participants expressed that social media marketing campaigns increased their awareness of new fashion trends and products, creating a sense of urgency to make a purchase before items sold out. Additionally, the personal connections established through social media influencers and brand interactions contributed to a sense of trust and loyalty, influencing consumers to choose specific brands over others. The study also highlighted the role of social media in shaping consumer perceptions of fashion brands. Participants reported that positive interactions with brands on social media, such as responsive customer service and engaging content, enhanced their overall perception of the brand and increased their likelihood of making repeat purchases. Overall, the research project underscored the power of social media marketing in driving consumer purchasing behavior within the fashion industry. The findings suggest that fashion brands can leverage social media platforms to not only increase brand awareness and engagement but also to directly impact sales and consumer loyalty. The insights gained from this study can inform marketing strategies within the fashion industry and help brands optimize their social media campaigns to better connect with and influence consumers.

Thesis Overview