The Role of Influencer Endorsement towards Gen Z's Purchase Intention in the Apparel Industry of Iran

The aim of this research is to assess the impact of influencer endorsements on purchase intention with a mediating role of attitude towards brand in Iran’s apparel industry among Gen Z. The independent variables are credibility of influencer, its brand congruence, and its congruence to targeted population. Convenience sampling is used to conduct this quantitative study by collecting data from 384 people through survey questionnaire. A significant relationship is observed between dependent variable purchase intention and independent variables; influencer’s credibility, its congruence with target audience. Whereas a full mediation is noticed between influencer’s congruence to brand and purchase intention taking attitude towards brand as a mediator. In the dynamic market of Iran, the goal of this study is to present practicable takeaways for the marketers and businesses related to apparel industry who aim to use influencer endorsements efficiently for the betterment of brand perception and manage Gen Z’s purchase intention keeping brand attitude as a mediator.