Social Media Influencers’ Impact on Purchase Intention of Fashion Apparels on Instagram

ABSTRACT

COVID-19 has changed the market trends and particularly consumer behaviour. Consumers now are more inclined towards online shopping for several products through different avenues. Amongst, fashion brands are continuously looking to establish a relationship with consumers with the help of social media influencers. Instagram is one of the main apps used for fashion influence. Instagram makes it possible for a fashion brand to optimize the reach, frequency, experience and hence influence across different stages of advertising strategies. In this regard, this paper aims to examine the personal factors of SMIs that contribute to influencing the purchase intention of Instagram users toward fashion apparels. The Snowball sampling technique was used to collect the data from Instagram users. A regression analysis tool was used to assess the impact of various personal factors which influence the purchase intention of Instagram users while purchasing apparels. Expertise followed by trustworthiness and familiarity were the factors which influence the purchase intentions for apparels.

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