Date of Graduation

5-2026

Document Type

Thesis

Degree Name

Bachelor of Science in Human Environmental Sciences

Degree Level

Undergraduate

Department

Apparel Merchandising and Product Development

Advisor/Mentor

Lance Cheramie

Committee Member

Sarah Hixson

Second Committee Member

Samantha Robinson

Abstract

This study examines the impact of influencer marketing and #OOTD (Outfit of the Day) campaigns on brand equity in the fast fashion industry. It primarily focuses on consumer behavior, brand loyalty, and sustainability awareness. As social media continues to grow, it plays a significant role in shaping the consumption of fashion. This research aims to understand the effects of social media marketing strategies on brand image and purchasing behaviors.  A quantitative method was used through a survey with a 5-point Likert Scale (ranging from strongly disagree (1) - Strongly agree (5)). A total of 203 participants completed the survey via class participation. The questionnaire was divided into four sections that would discuss influencer impact, #OOTD campaigns, brand loyalty, and sustainability awareness. Data was collected and analyzed based on percentages and mean scores to help identify behavioral trends and opinions. The findings show that both influencer marketing and #OOTD campaigns have a strong impact on brand awareness and are a significant source in finding inspiration and trends in fashion. However, there is a significantly lower impact on purchasing behavior and long-term brand loyalty. Furthermore, participants showed high awareness of sustainability issues in fast fashion, but do not have the same behaviors that reflect that.

Keywords

Influencer Marketing; Brand Equity; Fast Fashion; #OOTD Campaign; Sustainability Awareness

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