Honors Theses
Date of Award
Summer 4-22-2026
Document Type
Undergraduate Thesis
Department
Integrated Marketing Communication
First Advisor
Christina Sparks
Second Advisor
Mark Dolan
Third Advisor
Andrea Hickerson
Relational Format
Dissertation/Thesis
Abstract
This research paper aims to analyze the effect of social media on consumer behavior in fashion marketing by investigating how fashion brands have adapted their strategies to leverage social media platforms effectively and exploring the role of social media influencers in shaping brand perception and consumer loyalty. By addressing these objectives, this research seeks to contribute to the growing body of knowledge on digital marketing in the fashion industry, offering valuable insights.
The study will be conducted through a comprehensive review of existing research and primary research, including a survey of 143 participants, to better understand how social media affects purchasing behavior, brand awareness, and participation in brand-related activities. The research found that social media plays a significant role in consumer purchase decisions, especially among the Generation Z population, which is active on social media and relies heavily on influencer and user-generated content. Additionally, the research highlighted differences in the level of social media influence by gender and type of social media used. The research and findings supports the increasing importance of creating authentic, accessible, and interactive digital experiences for consumers in today's fashion marketing environment.
Recommended Citation
Warrington, Lillie L., "The Evolution and Impact of Fashion Marketing in the Age of Social Media" (2026). Honors Theses. 3419.
https://egrove.olemiss.edu/hon_thesis/3419