Thesis Abstract

The abstract of the research is as follows This research project focuses on examining the impact of social media influencers on consumer behavior, specifically in the context of the fashion industry. Social media influencers have become powerful marketing tools, with their ability to shape consumer opinions and purchasing decisions. The study aims to explore the extent to which social media influencers influence consumer behavior, including factors such as trust, credibility, and authenticity. The methodology involves a combination of quantitative and qualitative approaches, including surveys and interviews with consumers who follow fashion influencers on social media platforms. The data collected will be analyzed to identify patterns and trends in consumer behavior influenced by social media influencers. The findings of this research are expected to contribute to the existing body of knowledge on the role of social media influencers in the fashion industry and provide valuable insights for marketers and brands looking to leverage influencer marketing strategies. Understanding how social media influencers impact consumer behavior can help businesses develop more effective marketing campaigns and improve their overall brand performance in the highly competitive fashion market.

Thesis Overview