Thesis Abstract

The abstract of the research project is as follows This research explores the impact of social media marketing on consumer behavior in the fashion industry. With the rise of social media platforms, fashion brands have shifted their marketing strategies to include a strong online presence. The study aims to investigate how social media marketing activities, such as influencer collaborations, sponsored content, and user-generated posts, influence consumers' perceptions and purchasing decisions. Through a mixed-methods approach, both qualitative and quantitative data will be collected to provide a comprehensive understanding of the relationship between social media marketing and consumer behavior in the fashion industry. The qualitative aspect of the research will involve in-depth interviews with fashion consumers to explore their attitudes towards social media marketing and how it influences their purchasing behavior. On the other hand, the quantitative analysis will involve surveys distributed to a larger sample of fashion consumers to gather statistical data on the impact of social media marketing on their buying decisions. The research aims to contribute to the existing body of knowledge by shedding light on the specific mechanisms through which social media marketing affects consumer behavior in the context of fashion. By identifying the key drivers that influence consumers' perceptions and purchase intentions, fashion brands will be better equipped to design more effective social media marketing campaigns that resonate with their target audience. The findings of this study are expected to have practical implications for fashion marketers, providing insights into how they can leverage social media platforms to engage with consumers and drive sales. Additionally, the research will offer theoretical contributions by expanding the understanding of the role of social media in shaping consumer behavior, particularly in the fast-paced and trend-driven fashion industry. Overall, this research project seeks to deepen our understanding of the impact of social media marketing on consumer behavior in the fashion industry. By exploring the nuances of consumer perceptions and behaviors in response to social media marketing activities, this study aims to provide valuable insights for fashion brands looking to enhance their digital marketing strategies and connect with consumers in a meaningful way.

Thesis Overview