Mantel, PeterÜlker, BarişIryna ZaporozhetsBerlin International University of Applied Sciences2023-07-192025-11-282025-11-282022https://repository.berlin-international.de/handle/123456789/886AUTHOR-SUPPLIED ABSTRACT: Abstract: This thesis examines changes in online marketing strategies for Berlin-based fashion companies, with a specific focus on influencer strategy. The paper explores the history of digital marketing, its potential for development, main strategies employed in the field, the evolution of social media platforms, and the definition of influencer strategy. Furthermore, it investigates how influencer strategy can benefit fashion brands, particularly during the pandemic. Keywords: online marketing strategies, Berlin-based fashion companies, influencer strategy, digital marketing, development, main strategies, social media, pandemic, fashion brandsMACHINE-GENERATED CONTENTS NOTE: Table of Contents Abstract ............................................................................................................................... 2 Introduction ......................................................................................................................... 2 Structure of the thesis..........................................................................................................3 Literature review ................................................................................................................. 3 1. Digital marketing: overview, main strategies, and perspectives ................................. 3 2. Influencer strategy .......................................................................................................6 3. Overview of fashion industry and importance of it for Berlin culture development ...... 9 Methodology ..................................................................................................................... 11 Data analysis ................................................................................................................. 11 Discussion ......................................................................................................................... 21 Conclusion......................................................................................................................... 24 References: ........................................................................................................................ 25 Appendix 1: Thesis Declaration Page ............................................................................... 27engBerlin-Based Fashion CompaniesDevelopmentDigital MarketingInfluencer StrategyMain StrategiesPandemicSocial MediaOnline Marketing StrategiesThesis