MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Advertising and Brand Management

Study the Impact of Influencer Marketing on Consumer Perception with reference to Fashion & Apparel Industry

  1. Parwani Vishakha
  2. Nensi Solanki
  3. Riddhi Sanghvi
  4. Jay Talati

Abstract

In today’s world, there is a rapid growth in social media platforms which has helped to make the marketing strategies particularly in the fashion and apparel industry. Influencer marketing has been used as a powerful tool for promoting a brand and forming consumer perception. Despite growing demand of influencer marketing, limited studies have been conducted related to the combine factors like consumer perception, impulse buying behaviour and brand loyalty in the fashion and apparel industry. This study aims to analyse the effect of influencer marketing on consumer perception with reference to the fashion and apparel industry, focusing on key factors such as influencer exposure, consumer perception, purchase intention, impulse buying behaviour and brand loyalty. A questionnaire method is used for primary data collection, and the respondents are social media users who actively follow influencers. The findings of this study indicates that influencers contribute to the brand loyalty and noticeable impulsive buying behaviour. This study provides valuable insights to the marketer for designing effective influencer marketing strategies that strengthen consumer engagement.

Keywords

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