Thesis Abstract

Abstract
This thesis explores the impact of social media influencers on consumer behavior in the fashion industry. The rise of social media platforms has transformed the way consumers engage with brands and make purchasing decisions, with influencers playing a significant role in shaping consumer preferences and influencing purchasing behavior. The study investigates how social media influencers affect consumer perceptions, attitudes, and purchasing decisions within the fashion industry, focusing on key factors such as credibility, trust, authenticity, and engagement. The research methodology involves a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather data from fashion consumers and social media influencers. The findings reveal the various ways in which social media influencers influence consumer behavior, including product recommendations, brand endorsements, and lifestyle promotion. The study also examines the role of influencer marketing strategies, content types, and platforms in shaping consumer perceptions and purchasing intentions. The results highlight the importance of authenticity and trust in influencer-brand partnerships, as well as the significance of engagement and relatability in driving consumer engagement and loyalty. The study also identifies key challenges and limitations of influencer marketing in the fashion industry, such as influencer credibility, transparency, and oversaturation. Overall, this thesis contributes to the existing literature on social media marketing and consumer behavior by providing insights into the role of social media influencers in shaping consumer attitudes and behaviors in the fashion industry. The findings have implications for marketing practitioners, brands, and influencers seeking to leverage the power of social media to engage with consumers and drive brand growth.

Thesis Overview