Thesis Abstract

Abstract
The fashion industry has witnessed a significant shift in marketing strategies with the rise of social media influencers. This research aims to explore the impact of social media influencers on consumer behavior within the fashion industry. The study delves into the growing influence of social media platforms on consumer preferences and purchasing decisions, particularly regarding fashion products. Through a comprehensive literature review, this thesis examines the theoretical framework underpinning social media influencer marketing and its effects on consumer behavior. Chapter One provides an introduction to the research topic, presenting the background of the study, the problem statement, objectives, limitations, scope, significance, structure of the thesis, and key definitions. Chapter Two offers a detailed literature review encompassing ten key areas related to social media influencers, consumer behavior, and the fashion industry. This section synthesizes existing research to establish a theoretical foundation for the study. Chapter Three outlines the research methodology employed in this study, including research design, data collection methods, sampling techniques, and data analysis procedures. The chapter also discusses ethical considerations and limitations associated with the research process. Chapter Four presents an in-depth analysis of the findings, drawing insights from interviews, surveys, and observational data to explore the impact of social media influencers on consumer behavior in the fashion industry. The results highlight the significant influence that social media influencers wield over consumer perceptions, brand preferences, and purchase intentions. The discussion delves into the implications of these findings for marketing practitioners and fashion brands seeking to leverage social media influencer partnerships. Chapter Five offers a comprehensive conclusion and summary of the research findings, emphasizing the key contributions, implications, and areas for future research in this dynamic field. Overall, this thesis contributes to the existing body of knowledge on social media influencer marketing and consumer behavior in the fashion industry. By shedding light on the evolving landscape of digital marketing and its effects on consumer decision-making processes, this research provides valuable insights for industry professionals, scholars, and marketers navigating the intersection of social media, influencers, and fashion.

Thesis Overview

The research project, titled "Exploring the Impact of Social Media Influencers on Consumer Behavior in the Fashion Industry," aims to investigate the influence of social media influencers on consumer behavior within the fashion sector. In recent years, social media platforms have become powerful tools for marketing and brand promotion, and influencers play a vital role in shaping consumer perceptions and purchasing decisions. This study seeks to delve into the specific mechanisms through which social media influencers impact consumer behavior in the context of fashion, exploring the various factors that influence this relationship. The project will begin with a comprehensive literature review to examine existing theories and empirical studies related to social media influencers, consumer behavior, and the fashion industry. By synthesizing relevant literature, the research aims to identify gaps in current knowledge and develop a theoretical framework to guide the empirical investigation. The methodology chapter will outline the research design, data collection methods, and analysis techniques employed in the study. A mixed-methods approach incorporating both quantitative surveys and qualitative interviews with consumers and fashion industry professionals will be utilized to gather rich data on the topic. Through this methodological approach, the research aims to provide a nuanced understanding of the complex dynamics between social media influencers and consumer behavior in the fashion industry. The discussion of findings chapter will present the results of the empirical analysis, highlighting key insights and patterns that emerge from the data. By examining the impact of different types of social media influencers, content strategies, and engagement metrics on consumer behavior, the research seeks to offer practical implications for fashion brands and marketers looking to leverage influencer marketing effectively. Finally, the conclusion and summary chapter will synthesize the main findings of the study, discuss their implications for theory and practice, and propose recommendations for future research in this area. By shedding light on the nuanced relationship between social media influencers and consumer behavior in the fashion industry, this research project aims to contribute valuable insights to the field of marketing and pave the way for further exploration of this dynamic and evolving phenomenon.