Thesis Abstract

Abstract
This thesis examines the impact of social media influencers on consumer behavior within the fashion industry. The study explores how social media influencers shape consumer perceptions, attitudes, and purchasing decisions in the context of fashion products. The research employs a mixed-methods approach, combining quantitative surveys with qualitative interviews to gather comprehensive insights into the phenomenon. The introduction section provides an overview of the research topic, background information, problem statement, objectives, limitations, scope, significance, and the structure of the thesis. Chapter two presents a thorough literature review, discussing ten key themes related to social media influencers, consumer behavior, and the fashion industry. Chapter three outlines the research methodology, including research design, data collection methods, sampling techniques, data analysis procedures, ethical considerations, and limitations. The findings from the study are presented in chapter four, which offers an in-depth discussion of the results, highlighting the key insights gleaned from the data analysis. The analysis focuses on the various ways in which social media influencers influence consumer behavior in the fashion industry, including their role in shaping brand perceptions, purchase intentions, and engagement levels. Finally, chapter five presents the conclusion and summary of the thesis, drawing together the key findings and implications of the study. The research underscores the significant impact that social media influencers have on consumer behavior in the fashion industry and provides valuable insights for marketers, brands, and influencers seeking to maximize their influence and reach in the digital landscape.

Thesis Overview

The project titled "The Impact of Social Media Influencers on Consumer Behavior in the Fashion Industry" aims to explore the growing influence of social media influencers on consumer behavior within the fashion industry. This research overview will delve into the significance of this topic and provide an insight into the key objectives, methodology, and expected outcomes of the study. In recent years, social media influencers have emerged as powerful figures shaping consumer preferences and behaviors, particularly in the fashion industry. Their ability to reach a vast audience and engage with followers on a personal level has transformed the way brands market their products and how consumers make purchasing decisions. Understanding the impact of these influencers on consumer behavior is crucial for both marketers and consumers alike. The primary objective of this study is to examine the extent to which social media influencers influence consumer behavior in the fashion industry. By analyzing consumer perceptions, attitudes, and purchasing decisions in relation to influencer content, this research aims to provide valuable insights into the role of influencers in shaping consumer behavior. To achieve this objective, a mixed-methods approach will be employed, combining both quantitative and qualitative research methods. Surveys and interviews will be conducted to gather data on consumer attitudes towards social media influencers, their purchasing habits, and the factors influencing their decision-making process. Content analysis of influencer posts and engagement metrics will also be used to assess the effectiveness of influencer marketing strategies. The expected outcomes of this study include a comprehensive understanding of how social media influencers impact consumer behavior in the fashion industry. By identifying the key factors that drive consumer engagement with influencer content and the mechanisms through which influencers influence purchasing decisions, this research aims to provide actionable insights for marketers seeking to leverage influencer marketing effectively. Overall, this research overview highlights the importance of understanding the impact of social media influencers on consumer behavior in the fashion industry. By shedding light on this evolving phenomenon, this study aims to contribute to the existing body of knowledge on influencer marketing and provide practical recommendations for brands looking to engage with consumers in the digital age.