Date of Award

5-2025

Document Type

Thesis

Degree Name

Master of Science

Department

Fashion Design

First Advisor

Chajuana Trawick Ferguson

Second Advisor

Amanda Casarez

Third Advisor

Shevare' Perry

Abstract

This thesis investigates the impact of TikTok marketing on consumer behavior within the fashion industry, focusing on strategies for effective engagement and sales conversion. As social media platforms, particularly TikTok, reshape the dynamics of fashion marketing, this research explores how short-form video content, influencer partnerships, and user-generated content (UGC) drive brand awareness, loyalty, and purchasing decisions among consumers, especially Gen Z and millennials. The study compares TikTok’s effectiveness to traditional marketing channels, highlighting the platform’s ability to foster interactive, real-time engagement and democratize trendsetting through its algorithm-driven content delivery. The thesis uses quantitative research to examine how TikTok influences consumer perceptions and behaviors, the challenges of trend volatility, and the complexities of measuring marketing effectiveness in a rapidly evolving digital landscape. Findings reveal that TikTok accelerates the fashion cycle and amplifies microtrends and enables brands, regardless of size, to build authentic connections with their audience, convert engagement into sales, and adapt to shifting consumer preferences. The research concludes that leveraging TikTok’s unique features and community-driven culture is essential for fashion brands seeking to remain competitive and relevant in the digital age, while also addressing emerging concerns around authenticity, sustainability, and data privacy.

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