Thesis Abstract

Abstract
This thesis examines the impact of social media influencers on consumer behavior in the fashion industry. The research focuses on understanding how social media influencers influence consumer purchasing decisions and brand perceptions within the context of the fashion industry. The study employs a mixed-methods approach, combining qualitative and quantitative research methods to gain a comprehensive understanding of the phenomenon. The introduction provides an overview of the growing significance of social media influencers as key players in the marketing and promotion of fashion brands. The background of the study delves into the evolution of influencer marketing and its relevance in the digital age. The problem statement highlights the gap in existing literature regarding the specific influence of social media influencers on consumer behavior in the fashion industry. The objectives of the study are to analyze the effectiveness of social media influencers in driving consumer engagement and purchase intent, to identify the factors that contribute to the success of influencer marketing campaigns in the fashion industry, and to assess the impact of influencer authenticity and credibility on consumer perceptions. The study acknowledges the limitations of generalizability due to the focus on a specific industry and the subjective nature of consumer behavior research. The scope of the study encompasses a diverse range of social media platforms and fashion brands to capture a comprehensive view of the phenomenon. The significance of the study lies in providing valuable insights for marketers, brands, and influencers to optimize their strategies and enhance consumer engagement in the competitive fashion market. The structure of the thesis is organized into five chapters. Chapter One provides an introduction to the research topic, background information, problem statement, objectives, limitations, scope, significance, and the outline of the thesis. Chapter Two presents a detailed literature review on social media influencers, consumer behavior, and the fashion industry, exploring key concepts, theories, and previous research findings. Chapter Three outlines the research methodology, including research design, data collection methods, sampling techniques, and data analysis procedures. The chapter also discusses ethical considerations and limitations encountered during the research process. Chapter Four presents the findings of the study, analyzing the data collected and discussing the implications for theory and practice in the fashion industry. Chapter Five offers a conclusion and summary of the key findings, implications, recommendations for future research, and practical implications for marketers and fashion brands. The thesis concludes with a discussion on the contributions of the study to the existing body of knowledge and the potential impact on the field of social media marketing and consumer behavior in the fashion industry.

Thesis Overview

The research project titled "The Impact of Social Media Influencers on Consumer Behavior in the Fashion Industry" aims to investigate the significant influence that social media influencers have on consumer behavior within the fast-evolving fashion industry. In recent years, social media has become a powerful platform for individuals to connect, share, and consume content. This phenomenon has given rise to a new breed of influencers who wield substantial power in shaping consumer perceptions, preferences, and purchasing decisions. The study will delve into the dynamic relationship between social media influencers and consumer behavior, focusing specifically on the fashion industry. By examining the strategies employed by influencers, the types of content they create, and the engagement levels they achieve, the research seeks to uncover the mechanisms through which influencers impact consumer behavior. Furthermore, the project will explore how consumers perceive and interact with influencer-generated content, as well as the extent to which this content influences their purchasing decisions. The research overview will employ a mixed-methods approach, combining qualitative and quantitative methods to provide a comprehensive analysis of the topic. Through surveys, interviews, and content analysis, the study will gather data from both social media influencers and fashion consumers to gain insights into their perspectives, behaviors, and attitudes. By triangulating data from multiple sources, the research aims to offer a nuanced understanding of the complex interplay between influencers and consumer behavior in the fashion industry. The findings of the study are expected to contribute valuable insights to both academia and industry. By shedding light on the mechanisms through which social media influencers influence consumer behavior, the research aims to inform marketing strategies within the fashion industry and provide guidance to brands seeking to leverage influencer partnerships effectively. Ultimately, the project seeks to deepen our understanding of the evolving dynamics of consumer behavior in the digital age and the role that social media influencers play in shaping these behaviors within the fashion industry.