Thesis Abstract

Abstract
In the dynamic landscape of marketing, the role of influencer marketing has gained significant attention for its potential to shape consumer behavior. This thesis explores the impact of influencer marketing on consumer behavior within the context of fashion brands. By conducting a case study analysis, this research delves into the strategies employed by fashion brands in leveraging influencer marketing to influence consumer perceptions and purchasing decisions. The study aims to uncover the underlying mechanisms through which influencer marketing affects consumer behavior, shedding light on the effectiveness and implications of this marketing approach in the fashion industry. The research methodology encompasses a mixed-methods approach, combining qualitative and quantitative data collection techniques to provide a comprehensive analysis of the subject matter. Through in-depth interviews with industry experts, content analysis of social media campaigns, and surveys targeting consumers, this study aims to capture the multifaceted aspects of influencer marketing and its impact on consumer behavior. By triangulating data from multiple sources, the research seeks to offer a nuanced understanding of the interplay between influencer marketing strategies and consumer responses in the fashion sector. The findings of this study are expected to contribute to both theoretical knowledge and practical insights for marketers and brand managers operating in the fashion industry. By elucidating the key factors that drive consumer engagement with influencer content and influence purchase decisions, this research aims to provide valuable recommendations for optimizing influencer marketing strategies to enhance brand performance and consumer relationships. Furthermore, the study aims to highlight the significance of authenticity, credibility, and relatability in influencer-brand collaborations to foster positive consumer perceptions and loyalty. The implications of this research extend beyond the fashion industry, offering valuable insights into the broader realm of influencer marketing and consumer behavior. By examining the unique characteristics of influencer marketing within the context of fashion brands, this study aims to contribute to the evolving discourse on the role of influencers in shaping contemporary consumer culture. Ultimately, this research seeks to deepen our understanding of the complex dynamics between influencers, brands, and consumers, paving the way for future research and strategic developments in the field of marketing. Keywords Influencer Marketing, Consumer Behavior, Fashion Brands, Social Media, Brand Engagement, Purchase Intentions, Marketing Strategies.

Thesis Overview

Research Overview: In the ever-evolving landscape of marketing, influencer marketing has emerged as a powerful tool to engage with consumers and drive brand awareness. This research project aims to explore the impact of influencer marketing on consumer behavior, with a specific focus on fashion brands. By conducting a case study analysis, this research seeks to provide valuable insights into how influencer marketing strategies influence consumer perceptions, attitudes, and purchasing decisions within the fashion industry. Fashion brands have increasingly turned to influencers as key partners in their marketing strategies, leveraging their social media reach and influence to connect with target audiences in authentic and engaging ways. Understanding how these collaborations shape consumer behavior is essential for marketers looking to optimize their influencer marketing campaigns and drive meaningful results. Through a comprehensive examination of existing literature, relevant theories, and empirical studies, this research project will delve into the mechanisms through which influencer marketing impacts consumer behavior within the context of fashion brands. By analyzing case studies of successful influencer marketing campaigns in the fashion industry, this research aims to identify best practices and key success factors that contribute to positive consumer outcomes. The findings of this research will not only contribute to the academic understanding of influencer marketing and consumer behavior but also provide practical implications for marketers and fashion brands seeking to enhance their marketing strategies. By gaining a deeper understanding of how influencer marketing influences consumer behavior, businesses can tailor their strategies to effectively engage with their target audience and drive brand loyalty and sales. Overall, this research project serves as a valuable exploration of the evolving role of influencer marketing in shaping consumer behavior within the fashion industry. By shedding light on the impact of influencer collaborations on consumer perceptions and behaviors, this research aims to provide actionable insights for marketers and fashion brands looking to leverage influencer partnerships to achieve their marketing objectives and foster meaningful connections with consumers.