Thesis Abstract

Abstract
This thesis explores the significant impact that social media influencers have on consumer behavior within the fashion industry. With the rise of social media platforms and the increasing influence of individuals who have amassed large followings online, understanding how these influencers shape consumer attitudes and purchasing decisions has become crucial for fashion brands and marketers. The research aims to provide a comprehensive analysis of the relationships between social media influencers and consumer behavior in the context of the fashion industry. Chapter one sets the stage by introducing the topic and providing background information on the role of social media influencers in marketing and branding. The problem statement emphasizes the need to understand the specific ways in which influencers affect consumer behavior, leading to the formulation of research objectives that seek to address this gap in knowledge. The chapter also outlines the limitations and scope of the study, highlighting its significance in contributing to the existing body of literature on social media marketing and consumer behavior. Additionally, the chapter provides a clear structure of the thesis and defines key terms to ensure clarity and understanding. Chapter two delves into a comprehensive literature review that examines existing research on social media influencers, consumer behavior, and the fashion industry. The review covers various aspects such as the types of influencers, their strategies for engaging audiences, and the psychological mechanisms that underlie consumer decision-making in response to influencer content. Chapter three details the research methodology employed in the study, including the research design, data collection methods, sampling techniques, and data analysis procedures. The chapter discusses how qualitative and quantitative approaches were integrated to gather and analyze data effectively, ensuring the validity and reliability of the findings. Chapter four presents an in-depth discussion of the research findings, drawing connections between social media influencer activities and consumer behavior outcomes in the fashion industry. By analyzing the data collected through surveys, interviews, and content analysis, the chapter offers valuable insights into the influence of social media influencers on consumer perceptions, attitudes, and purchase intentions. Chapter five concludes the thesis by summarizing the key findings, discussing their implications for marketing practices in the fashion industry, and suggesting areas for future research. The conclusion emphasizes the need for brands to adapt their strategies to leverage the power of social media influencers effectively and engage with consumers in a meaningful way. Overall, this thesis contributes to the understanding of how social media influencers shape consumer behavior in the fashion industry, providing valuable insights for marketers, brands, and researchers seeking to navigate the evolving landscape of digital marketing and influencer partnerships.

Thesis Overview