|
|
 |
| |
|
|
|
The Impact of Social Media Influencers on Fashion Consumer Behavior: A Global Desk Study |
|
|
|
PP: 49-57 |
|
|
doi:10.18576/isl/140201
|
|
|
|
Author(s) |
|
|
|
Dymphna Bakker-Edoh,
Johnson Kofi Kassah,
Valeria Makafui Dzidzornu,
Shine Asiwome Asimah,
|
|
|
|
Abstract |
|
|
| The general objective of the study was to explore the impact of social media influencers on fashion product consumer behaviour. The study adopted a desktop research methodology. Desk research involves collecting secondary data without fieldwork. The study found that influencers played a significant role in shaping consumer behavior and enhancing brand perception and loyalty. It highlighted that consumers, particularly younger demographics, trusted influencer recommendations more than traditional advertisements, leading to higher engagement and a greater likelihood of purchasing endorsed products. The study also emphasized the importance of authenticity in influencer marketing, noting that genuine endorsements drove greater consumer trust and engagement. Overall, it concluded that effective influencer partnerships could significantly benefit brands by increasing visibility, engagement, and conversion rates. The study contributed to consumer behavior theory by elucidating the psychological and social mechanisms through which influencers affect purchasing decisions. It provided practical insights for businesses on selecting and collaborating with influencers, emphasizing authenticity and fostering long-term relationships. Policy recommendations included clearer regulations for influencer marketing to ensure transparency and protect consumers. It also highlighted the need for consumer education on the influence of social media and suggested further research into emerging trends and cultural differences in influencer marketing. It also advocated for integrating influencer marketing into broader marketing strategies for a cohesive brand presence |
|
|
|
|
|
|
|
