Lieb, Manfred GSchroeder, SüheylaMiranda, Amanda G. deBerlin International University of Applied Sciences2019-11-132025-11-282025-11-282019https://repository.berlin-international.de/handle/123456789/537"This paper intends to explore the mechanisms in the human psyche, which are responsible for shaping decisions regarding purchasing behavior. The study focuses on the marketing communication tools responsible for directing consumers towards choosing a specific product or service, as well as analyzing how these strategies operate. A special outlook on the fashion industry's marketing strategies will presented to further solidify the research on the marketing tools explored throughout the paper. The analysis concerning the fashion industry strategies will be presented through the lens of fast-fashion and premium fashion products and how each sector's strategies and their characteristics shape consumer choices in a social media setting."Abstract -- INTRODUCTION : Need and justification for the study -- Research objectives -- Research question -- LITERATURE REVIEW : Consumer behavior theories : Psychoanalytic theory ; Pavlovian theory ; Evolutionary psychology perspective -- The factors influencing consumer behavior : Socio-cultural factors ; Personal and psychological factors -- CONSUMER BEHAVIOR AND MARKETING : Forms of influencing consumer behavior : Authority figure/influencer ; Emotional loyalty ; Brands as displays of personality ; Brand reputation ; Differentiation and individuality -- The difference between marketing online and offline related to behavior influence -- Consumer motivation to purchase brands -- OVERVIEW OF MARKETING COMMUNICATION TOOLS : The implications of the Industry 4.0 -- The advantages of social media for understanding and tracking consumer preferences -- The development of social media and marketing tools -- The consumer decision process -- Social media's implications in the fashion industry -- Digital marketing success factors within the context of the fashion industry -- Consumer behavior towards buying premium products -- METHODOLOGY/RESEARCH APPROACH : Limitations and restrictions -- Conclusion and discussion -- ReferencesengSpecific sectors, industriesSocial media marketingConsumer behaviourWholesale and retail tradeFashion industryThesis