Statistical Data-Driven Analysis of Fashion Influencers Impact on Consumer Buying Behaviour

In this new age, fashion influencers have revolutionized the way consumers and customers interact with a brand and how purchasing decisions are made. This paper deals with the idea of how an influencer helps shape consumer buying behaviour and increases revenue for a fashion business. By using the available social media networking platforms, influencers have become the key players who impact customer loyalty, brand perception and purchase behaviour. This study uses a survey method on a random sample of 200 respondents. Welch T Test, ANOVA, Chi-Square tests (X<sup xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">2</sup>), and correlation analyses are used to understand the factors that involve influence of social media, age groups, income, and types of promotion on purchase frequency and impulse buying. From the final findings, one can establish that the higher a consumer follows the influencers, the higher is the purchasing frequency. Promotions such as "Buy One Get One Free" are most likely to evoke impulsive behaviour. The analysis also shows significant annual income correlated with purchase frequency and that younger ages (18-34) were most influenced by fashion influencers. Discounts and sales also emerged to be the two most important stimulus for consumer buying decisions. These results indicate that promotional campaigns, specifically targeting the young age groups, are to be leveraged using influencer marketing strategies.