Thesis Abstract

Abstract
The fashion industry has undergone a significant transformation in recent years with the rise of social media influencers as powerful marketing tools. This thesis explores the impact of social media influencers on consumer behavior within the fashion industry. The study aims to investigate how social media influencers influence consumer purchasing decisions, brand loyalty, and engagement with fashion brands. Through a comprehensive literature review, this research examines existing studies on social media marketing, influencer marketing, and consumer behavior to establish a theoretical framework for understanding the relationship between social media influencers and consumer behavior in the fashion industry. The research methodology involves a mixed-methods approach, combining quantitative surveys and qualitative interviews with fashion consumers to gather insights into their perceptions of social media influencers and their influence on purchasing behavior. The study sample will include fashion consumers from diverse demographics to ensure a comprehensive understanding of the impact of social media influencers across different consumer segments. Findings from the research indicate that social media influencers play a crucial role in shaping consumer behavior in the fashion industry. Consumers perceive social media influencers as trustworthy sources of information and inspiration, influencing their purchasing decisions and brand preferences. The study also reveals that the authenticity and relatability of social media influencers are key factors that drive consumer engagement and loyalty towards fashion brands. The implications of this research are significant for fashion brands and marketers looking to leverage the power of social media influencers in their marketing strategies. By understanding the impact of social media influencers on consumer behavior, fashion brands can develop more effective influencer marketing campaigns to enhance brand awareness, engagement, and ultimately drive sales. In conclusion, this thesis contributes to the existing body of knowledge on social media marketing and consumer behavior by providing valuable insights into the role of social media influencers in the fashion industry. The findings of this research have practical implications for fashion brands seeking to optimize their marketing strategies in the digital age. Further research in this area could explore the effectiveness of different types of social media influencers and the long-term impact of influencer marketing on consumer behavior and brand loyalty in the fashion industry.

Thesis Overview