The Persuasive Power of Social Media Influencers in Purchase Intention of Customers in Fashion Industry

In recent years, social media influencers have become pivotal in shaping consumer behaviour, particularly in the fashion industry. This study explores the persuasive power of social media influencers in influencing purchase intentions of customers in the fashion industry. The research focuses on understanding the relationship between various factors such as informative value, entertainment value, authenticity, homophily, parasocial relationship, persuasion knowledge, and purchase intention for fashion brands. The study also aims to identify the factors that shape the parasocial relationship with online celebrities and examine the moderating effect of persuasion knowledge on the relationship between parasocial relationship and purchase intention for fashion brands. Additionally, the research seeks to investigate the influence of gender, age, and education on parasocial relationship, purchase intention, and persuasion knowledge. By understanding the factors that influence consumers; relationships with influencers and their subsequent purchase decisions, fashion brands and marketers can optimize their strategies for engaging with consumers through social media influencers. This includes focusing on providing informative and authentic content, emphasizing similarities with the audience, and considering the demographic characteristics of their target audience when designing influencer marketing campaigns. Overall, this study contributes to the growing body of knowledge on influencer marketing in the fashion industry and provides practical implications for marketers looking to leverage this phenomenon effectively.