The Influence of Micro/Macro-Influencers on Purchase Decisions in Fashion Industry

Abstract

The study focuses on the impact of micro and macro influencers on the consumer buying behavior in the fashion sector. The study employs a survey research approach, which is quantitative in nature with a descriptive research design and deduced analysis to establish the relationship between different characteristics of influencers, including their trustworthiness, perceived expertise, the quality of content they share, and popularity, and their impact on consumers’ buying behaviors. Primary data was gathered from the IG users directly by conducting a survey among 262 followers of both micro and macro influencers. Secondary sources of data were gathered from several sources to support theoretical frameworks that explain influencer marketing. The research study also reveals that personal influence and product characteristics significantly affect consumer purchase intentions where trustworthiness and content quality are the most relevant attributes. This research also shows that these factors significantly account for variation of consumers’ behavior by using regression analysis results. The study also reveals the place of influencers’ own personas and the perceived friendship influence consumers’ choices. This study adds to the existing literature on influencer marketing in fashion and provides practical information to the relevant industry players interested in engaging influencers for consumers’ awareness. Nevertheless, some limitations are pointed out at the end of the study: sample size and the fact that the analysis only includes Instagram posts. Consequently, suggestions for brands and influencers to enhance the marketing approach are presented based on the research discoveries.