THE ROLE OF INFLUENCER MARKETING IN SHAPING CONSUMER FASHION CHOICES

Abstract

Over the past few years, influencer marketing has become an influential tactic in the fashion world and has had a vast influence on client behavior and brand image. This study examines the impact of fashion influencers on consumers of various groups on the one hand and fashion buying on the other. Through a critical analysis of the existing literature, industry reports, and case studies, the research seeks to investigate the importance of influencer credibility, content authenticity and engagement mechanism towards positive consumer perception of fashion brands and products. The study concludes that influencers are a part of a middle way between brand and consumer, and through credibility, and identifiability, influencers bring purchase intent and brand loyalty. It also researches the psychological processes, such as social proof, aspirational identification, and peer influence, by which influencer marketing influences the process of making a decision. The research uses qualitative and quantitative methods to evaluate how consumers react to an influencer campaign, including age, social media habit, and culture. The finding suggests that micro-influencers tend to create a better engagement/perceived authenticity, whereas macro-influencers drive brand awareness and aspirational value. Also, the study reveals the increasing value of ethics, transparency, and alignment to the brand identity with the values of an influencer in building long-term trust in consumers. This paper can add to this body of knowledge by informing about the dynamics of the influencer-driven marketing process in the fashion industry and advising the brands in the development of their highly targeted, efficient, and socially responsible marketing campaigns. Based on the findings, influencer marketing is not simply a form of promotion but a strategic process that alters trends, perceptions and purchase behavior, which in turn, is the most important aspect of fashion marketing in the current changing world.