The Effect of Social Media Marketing Strategies on Consumer Trust in the Fashion Industry

Sammanfattning

The growing trend in social media marketing in the fashion industry has changed the way fashion brands connect and engage with customers. In the context of the Swedish fashion market, which has a very high level of digitalization and where consumers value transparency, it is crucial to examine the implications of using such marketing strategies. Although previous studies have focused on consumer trust or digital marketing individually, limited literature has been identified regarding the impact of influencer marketing and artificial intelligence-based personalization on consumer trust. The purpose of the study is to assess the effect of social media marketing strategies on consumer trust in the Swedish fashion industry. A qualitative descriptive research approach was applied, involving semi-structured interviews complemented by an additional survey. The findings show that authenticity, transparency, and consistency have become an important part of building consumer trust. Influencer marketing contributes to creating trust if it can be associated with the genuineness and relevance of the influencers involved. AI-driven personalization is considered both relevant and convenient for consumers. However, it also raises concerns about privacy and data collection which negatively impacts trust. In conclusion, social media marketing strategies play a significant role in enhancing consumer trust; however, their success is contingent upon how well they are received by the consumer. Fashion brands need to strike a balance between personalization and data ethics and guarantee transparency in communication.