Thesis Abstract

Abstract
This thesis investigates the impact of social media on consumer behavior within the fashion industry. With the increasing prevalence of social media platforms, such as Instagram, Facebook, and Twitter, consumers are exposed to a vast array of fashion-related content that shapes their purchasing decisions. The study aims to analyze how social media influences consumer behavior in terms of brand awareness, purchase intention, and engagement with fashion brands. The research methodology employed a mixed-methods approach, combining quantitative surveys with qualitative interviews to gather comprehensive data from fashion consumers. The findings reveal that social media plays a significant role in shaping consumer perceptions of fashion brands, with visual content and influencer marketing being key drivers of engagement. Moreover, social media platforms serve as powerful tools for brand communication and customer relationship management. The implications of this study are far-reaching for fashion marketers and brand managers, highlighting the importance of a strong social media presence and strategic engagement strategies. By understanding how social media influences consumer behavior, fashion brands can enhance their marketing efforts and build stronger connections with their target audience. Overall, this thesis contributes to the existing literature on social media marketing and consumer behavior within the fashion industry. The insights gained from this study provide valuable guidance for fashion brands seeking to leverage social media effectively to drive consumer engagement and loyalty.

Thesis Overview