Thesis Abstract

Abstract
This thesis explores the influence of social media influencers on consumer behavior within the fashion industry. The study aims to analyze how social media influencers shape consumer perceptions, attitudes, and purchase decisions in the context of fashion products. A mixed-methods approach will be employed, combining quantitative surveys with qualitative interviews to provide a comprehensive understanding of the subject matter. Chapter One provides an introduction to the research topic, outlining the background of the study, problem statement, research objectives, limitations, scope, significance, structure of the thesis, and definitions of key terms related to social media influencers and consumer behavior in the fashion industry. Chapter Two consists of a detailed literature review that examines existing research on social media influencers, consumer behavior, and the fashion industry. The chapter will focus on key themes such as influencer marketing strategies, consumer trust in influencers, the impact of influencer content on brand perceptions, and the role of social media platforms in shaping consumer behavior. Chapter Three outlines the research methodology employed in this study. The chapter covers research design, sampling techniques, data collection methods, survey development, interview protocols, and data analysis procedures. The methodology aims to provide a rigorous and systematic approach to investigating the research questions. Chapter Four presents the findings of the study, highlighting the key insights gathered from the survey responses and interview data. The chapter discusses the relationships between social media influencers, consumer behavior, and fashion product preferences, offering valuable insights into the mechanisms through which influencers influence consumer decision-making processes. Chapter Five offers a conclusion and summary of the thesis, providing a synthesis of the key findings, implications for theory and practice, recommendations for marketers and brands, and suggestions for future research directions. The conclusion underscores the significance of social media influencers as powerful drivers of consumer behavior in the dynamic landscape of the fashion industry. Overall, this thesis contributes to the growing body of knowledge on the impact of social media influencers on consumer behavior in the fashion industry, offering valuable insights for marketers, brands, influencers, and researchers seeking to understand and leverage the potential of influencer marketing in the digital age.

Thesis Overview

"The Impact of Social Media Influencers on Consumer Behavior in the Fashion Industry" is a research project that aims to explore the significant role played by social media influencers in influencing consumer behavior within the fashion industry. With the rise of social media platforms such as Instagram, YouTube, and TikTok, influencers have become powerful sources of inspiration and influence for consumers when making purchasing decisions related to fashion products. This research seeks to investigate how social media influencers impact consumer behavior in terms of brand awareness, brand perception, purchase intentions, and actual purchase behavior within the fashion industry. By analyzing the strategies employed by influencers, the types of content they create, and the engagement levels with their audience, this study aims to provide valuable insights into the effectiveness of influencer marketing in the fashion sector. Furthermore, the research will examine the demographic and psychographic characteristics of consumers who follow social media influencers in the fashion industry, as well as their attitudes towards influencer recommendations and sponsored content. By understanding the motivations and preferences of consumers who engage with influencer content, this study aims to shed light on the underlying mechanisms that drive consumer behavior in the context of social media marketing. Through a combination of quantitative surveys and qualitative interviews with both consumers and fashion influencers, this research project seeks to provide a comprehensive analysis of the impact of social media influencers on consumer behavior in the fashion industry. By identifying key trends, challenges, and opportunities in influencer marketing, this study aims to offer practical recommendations for fashion brands and marketers looking to leverage the power of social media influencers to enhance their marketing strategies and drive consumer engagement and loyalty."