Thesis Abstract

Abstract
The dynamic landscape of the fashion industry has been significantly transformed by the emergence and rapid growth of social media platforms. In particular, social media influencers have gained immense popularity and influence, shaping consumer behavior and preferences in the fashion sector. This study aims to explore and analyze the impact of social media influencers on consumer behavior in the fashion industry, focusing on how these influencers affect purchasing decisions, brand perceptions, and trends adoption. The research methodology employed a mixed-methods approach, combining qualitative interviews with fashion consumers and quantitative surveys to gather comprehensive data. The study sample comprised a diverse group of fashion consumers across various demographics, capturing a range of perspectives and experiences related to social media influencers and their impact on consumer behavior. The findings revealed that social media influencers play a significant role in shaping consumer behavior in the fashion industry. Consumers often look to influencers for style inspiration, product recommendations, and trend validation. The authenticity, relatability, and perceived expertise of influencers were identified as key factors influencing consumer trust and engagement with influencer content. Moreover, the study highlighted the power of influencer collaborations and sponsored content in driving consumer purchasing decisions. Many consumers expressed a willingness to purchase products endorsed by influencers they trust, viewing such recommendations as more authentic and reliable than traditional advertising. However, the research also identified certain limitations and challenges associated with social media influencer marketing in the fashion industry. These include issues of transparency, credibility, and oversaturation of influencer content, which can lead to consumer fatigue and skepticism. Overall, this study provides valuable insights into the complex relationship between social media influencers and consumer behavior in the fashion industry. By understanding the motivations, preferences, and behaviors of fashion consumers in response to influencer marketing, brands and marketers can develop more effective strategies to engage and connect with their target audience in the digital age. Keywords Social Media Influencers, Consumer Behavior, Fashion Industry, Marketing Strategies, Influencer Collaboration, Authenticity.

Thesis Overview