IMPACT OF INFLUENCER MARKETING ON CONSUMER BEHAVIOUR IN THE FASHION INDUSTRY

AUTHOR – THIPPABAHUNI MURALI, STUDENT AT GLOBAL INSTITUTE OF BUSINESS STUDIES

BEST CITATION – THIPPABAHUNI MURALI, IMPACT OF INFLUENCER MARKETING ON CONSUMER BEHAVIOUR IN THE FASHION INDUSTRY, ILE MULTIDISCIPLINARY JOURNAL, 4 (1) OF 2025, PG. 297-305, APIS – 3920-0007 | ISSN – 2583-7230

ABSTRACT:

The social media revolution has, in fact changed the marketing landscape dramatically, setting influencer marketing as a yardstick strategy, especially within the context of the fashion industry. This paper aims to explore how influencer marketing influences consumer behaviour in a multi-dimensional way through its effectiveness in shaping brand perception, during the purchasing process, and consumer loyalty in the long run. This study will be based on an in-depth review of existing literature, case studies, and empirical research to reveal the psychological mechanisms underlying influencer marketing and its implications for brands. Above all, the findings show that influencers are influential in building consumer engagement and trust. The influencer can use his relatability and perceived authenticity to enhance the visibility of the brands and loyalty from consumers. The paper, however, does highlight some potential pitfalls of influencer marketing: lack of authenticity and over commercialized process. More broadly, this research contributes significantly to the fast-evolving world of digital marketing by offering practical recommendations for brands to use in their efforts to maximize collaboration with influencers

Keywords – Influencer marketing, micro-influencer, fashion industry, trends in fashion marketing, social media, emotional engagement, consumer trust, brand awareness, trust and credibility