Exploring the impact of influencer marketing strategies on sustainability in the fashion industry

Social media's explosive expansion has forced firms to rethink their marketing tactics to communicate with a wider range of customers by providing value and enabling two-way dialogue. Influencers may contribute to increasing brand awareness and giving value to companies when they work with brands and the appropriate target audience. This study aims to evaluate the influence of source credibility dimensions such as trustworthiness, attractiveness, and perceived expertise on consumer attitudes toward fashion influencers and to assess how these attitudes impact consumers' intentions to make purchases and provide recommendations. Also, determine the direct impacts of source credibility on these purchase and recommendation intentions. The research includes 342 individuals who follow a famous fashion influencer in India by using the convenient sampling method. Hierarchical regression analysis has been performed on data using SPSS. The outcome of the study shows the effect of trustworthiness and perceived expertise on attitudes toward influencers in the fashion industry.