FASHION INFLUENCERS ON SOCIAL MEDIA: IMPACT ON BRAND PERCEPTION AND SALES

Abstract

Fashion influencers on social media have become a significant force in shaping consumer behavior, particularly in the context of brand perception and sales. As social media platforms such as Instagram, TikTok, and YouTube gain immense popularity, influencers with large, engaged followings play a pivotal role in promoting fashion brands, products, and trends. This study explores the impact of fashion influencers on brand perception, focusing on how their endorsement affects consumer attitudes and purchase intentions. By analyzing consumer responses to influencer marketing, the research highlights the dynamic relationship between influencers' credibility, authenticity, and their influence on brand loyalty and sales conversion. Additionally, the paper delves into the effectiveness of influencer marketing strategies, examining metrics such as engagement rates, audience demographics, and content type to assess their direct and indirect effects on brand equity. The findings suggest that fashion influencers, through personalized content and relatable communication, significantly enhance brand visibility and consumer trust, leading to increased sales and stronger brand perception. This paper provides insights into the evolving nature of digital marketing in the fashion industry and offers practical implications for brands seeking to leverage influencer partnerships for better market positioning.