The Impact of Influencer Marketing on Purchase Intentions in the Fashion Industry

Ever since COVID-19, social media has become an essential tool in daily life, allowing people not only to share content and create their own but also to create online influencers who can advocate for products without being the sellers themselves. This study aims to address and bridge the gap in literature by examining the factors that influence people's sentiments and attitudes towards fashion influencers on the internet, as well as how these influencers are able to sway them towards making purchasing decisions. Marius suggests that many brands lack an understanding of the potential return on investment from influencers. By understanding how influencers impact consumer purchasing decisions, brands can make more informed decisions about which influencers to endorse or promote their brands. This research also contributes to existing academic theories on influencer-based marketing through endorsements and paid promotions.