THE IMPACT OF INFLUENCER MARKETING ON CONSUMER

BEHAVIOUR: AN IN-DEPTH ANALYSIS OF FASHION INDUSTRY

Master Thesis Report submitted in partial fulfilment of the

requirement for the award of the degree of

Master of Business Administration (MBA)

Submitted By
JUHI SINGH
USN: 22MBAR0745

Under the Guidance of

Dr. Trupti Dandekar,
Associate Professor – Marketing

Faculty of Management Studies, CMS Business School

No.17, Seshadri Rd, Gandhi Nagar, Bengaluru, Karnataka 560009

Phone: 080 4684 0400
2024

1
 MENTOR CERTIFICATE

This is to certify that this Research report submitted to Faculty of Management Studies, CMS
Business School, JAIN (Deemed-to-be University), Bangalore, by Juhi Singh,
USN:22MBAR0745 is a record of research done on the topic “The impact of influencer
marketing on consumer behavior: an in-depth analysis of fashion industry”. This work
was done during the academic year 2023 - 24, under my guidance and supervision.

The manuscript has been submitted to plagiarism check by TURNITIN software. This research
report has not been submitted for the award of any Degree, Diploma, Associateship or
Fellowship or any other title in this University or any other University.

Place: Bangalore Dr. Trupti Dandekar

Date: Associate Professor

2
 DECLARATION

I, hereby declare that this Master Thesis Report on “The impact of influencer marketing on
consumer behavior: an in-depth analysis of fashion industry” is prepared by me during the
academic year 2023 – 24 under the guidance of Dr. Trupti Dandekar, Associate Professor,
CMS Business School Jain (deemed-to-be University).

This report is not based on any previously submitted project for the award of Degree or
Diploma offered by any University. It is the result of my own effort.

Signature:

Name: Juhi Singh

USN: 22MBAR0745

Semester: IV

Section: CM3

3
 No Objection for Publication/IPR Processing

This is to certify that the Master Thesis Report titled “The impact of influencer marketing
on consumer behavior: an in-depth analysis of fashion industry” was completed by Ms. Juhi
Singh, USN:22MBAR0745 at Faculty of Management Studies, CMS Business School, JAIN
(Deemed-to-be University) under the supervision of Dr. Trupti Dandekar.

We have no objection if the University uses the contents for any kind of publication –
print/online, including but not limited to IPR-related processing in the future. We hereby
authorize the University authorities to take all decisions pertaining to the same and will abide
by their decisions.

Date: Signature:

Name: Juhi Singh

4
 ACKNOWLEDGEMENT

I wish to take this opportunity to express my gratitude to each one who helped me in the
completion of the work. I am very glad to express my gratitude to Dr. Harold Patrick, Dean,
CMS Business School, Jain (deemed-to-be University), for giving me this opportunity. I would
like to extend my gratitude to my internal guide Dr. Trupti Dandekar, Associate Professor, CMS
Business School, Jain (deemed-to-be University), for his valuable advice, suggestions, and
encouragement throughout the course of the work.

I am also thankful to all the respondents who have extended their cooperation in providing me
with the necessary data for completing this study on time.

Signature:

Name: Juhi Singh

USN: 22MBAR0745

Semester: IV

Section: CM-3

5
Abstract

This master's thesis delves into the transformative role of influencer marketing within the
fashion industry, examining its repercussions on consumer behavior. In an era dominated by
social media, influencers have emerged as pivotal figures, shaping consumer preferences and
decisions. This research adopts a mixed-methods approach, combining quantitative analysis of
consumer purchasing patterns with qualitative insights from interviews with both influencers
and consumers. The study is grounded in established theories of marketing communications
and consumer behavior, while also drawing upon contemporary discussions around digital
culture and social media's persuasive power.

The findings reveal a nuanced landscape where influencer marketing not only significantly
impacts consumer purchase decisions but also reshapes the traditional dynamics of trust,
authenticity, and engagement within the fashion sector. Influencer credibility and the perceived
authenticity of content are identified as key determinants of effectiveness in influencer
marketing strategies. Additionally, the research highlights a paradigm shift towards a more
interactive and personalized consumer experience, facilitated by influencers' unique position
at the intersection of peer and marketer.

This thesis contributes to the academic discourse by offering a comprehensive analysis of the
mechanisms through which influencer marketing influences consumer behavior in the fashion
industry. It provides empirical evidence of the strategies' effectiveness and outlines the
implications for marketers aiming to leverage influencers in their campaigns. Furthermore, it
suggests areas for future research, particularly in the realm of ethical considerations and the
long-term sustainability of influencer marketing as a dominant force in consumer goods
industries.

Keywords: Influencer Marketing, Consumer Behavior, Fashion Industry, Social Media, Marketing Communications,
Consumer Engagement, Trust.

6
Table of Contents

Chapter 1: Introduction and Review of Literature .............................................................................. 10

1.1. Rationale for the Study and Motivation ......................................................................................... 11

1.2. Statement of the Research Problem ................................................................................................ 12

1.3. Review of Literature ......................................................................................................................... 13

1.4. Identification of Research Gaps ...................................................................................................... 14

1.5. Theoretical Underpinnings ............................................................................................................... 15

Chapter 2: Research Methodology ........................................................................................................ 16

2.1 Scope of the Study............................................................................................................................. 17

2.2 Research Objectives ......................................................................................................................... 18

2.3 Framing of Research Hypotheses ................................................................................................... 19

2.4 Research Design ............................................................................................................................... 20

2.4.1 Research Approach ....................................................................................................................... 20

2.4.2 Population and Sampling ............................................................................................................. 20

2.4.3 Data Collection Instrument..........................................................................................................20

2.5 Methods for Data Collection & Variables of the Study .............................................................. 21

2.5.1 Data Collection Procedures......................................................................................................... 21

2.5.2 Variables of the Study.................................................................................................................. 21

2.5.3 Ethical Considerations ................................................................................................................. 22

Chapter 3: Data Analysis and Interpretation .................................................................................... 23

3.1 Techniques for Data Analysis........................................................................................................ 24

3.2 Hypotheses Testing and Methods ................................................................................................. 25

3.2.1 Hypotheses Formulation............................................................................................................. 25

3.2.2 Steps of Hypothesis Testing ...................................................................................................... 25

3.3 Data Interpretation ....................................................................................................................... 26

Chapter 4: Findings and Recommendations .................................................................................... 37

4.1 Research Outcome and Findings................................................................................................. 38

4.2 Theoretical Implications ............................................................................................................... 40

4.3 Managerial Implications............................................................................................................... 42

4.4 Limitations of the Study ............................................................................................................... 43

4.5 Conclusion ...................................................................................................................................... 44

4.6 Scope for Future Research ........................................................................................................... 45

7
References............................................................................................................................................. 47

Appendix ............................................................................................................................................. 50

8
List of Figures and Tables
Fig. 2 1 Research Model and Framework............................................................................... 21

Table 3.1 Descriptive Statistics ................................................................................................. 26

Table 3.2 ANOVA ...................................................................................................................... 32

9
 CHAPTER 1
INTRODUCTION AND
REVIEW OF
LITERATURE

10
1.1 Rationale for the Study and Motivation

In recent years, social media influencers have become a significant player in the fashion
industry, impacting the purchasing behavior of consumers. This research paper aims to
investigate the impact of influencer marketing on consumer behavior in the fashion industry.
The paper will delve into the key psychological factors that influence the decision-making
process of consumers when influenced by social media influencers. Additionally, the paper will
explore how social media influencers affect brand loyalty and consumer trust in the fashion
industry. The study of these factors will provide valuable insights into the growing phenomenon
of influencer marketing and its implications for the fashion industry.

Social media influencers play a significant role in shaping consumer behaviors in the fashion
industry. Research indicates that influencers can influence the fashion style adopted by
consumers, especially among the younger demographic. Factors such as technical skills and
informativeness of influencers significantly impact counterfeit purchase intentions among the
young generation. Consumers' attitudes towards influencers positively influence brand
attitudes and purchase intentions, with perceived expertise and behavioral control playing
crucial roles. Moreover, the mediation of brand equity and attitude toward the influencer
enhances the positive influence of social media marketing activities and trust on purchase
intentions. Overall, influencers help create brand awareness, image, and familiarity, ultimately
leading to purchase intentions and customer loyalty.

Consumers trust social media influencers more than traditional advertising methods, making
them valuable assets to fashion brands. Influencers can create a sense of urgency and
exclusivity around certain products, leading to increased sales. However, authenticity and
transparency are important factors in the effectiveness of influencer marketing in the fashion
industry. The slow fashion community encourages ethical practices in the fashion industry and
shares news on policies, wages, bills, and changes needed to fix harmful effects caused by fast
fashion brands. Furthermore, social media has played a big role in promoting fashion trends
and designs. In fact, if a trend is not posted on social media, it won't become trendy. While
social media influences can have a positive impact on the industry, there is also a growing
concern that they have a detrimental impact on it as well. The increasing number of fast fashion
influencers has raised questions about the sustainability of the fashion industry. Nonetheless, it
is undeniable that social media influencers have a remarkable capacity to mold the choices and
purchasing decisions of individuals, making them a crucial factor in shaping trends and
promoting fashion brands in the industry.

11
1.2. Statement of the Research Problem

This research aims to conduct a thorough investigation into the influence of social media on
consumer behaviour, particularly within the context of the fashion industry. It will focus on
understanding how social media influencers impact aspects such as customer behaviour and
purchase decision. In today's digitally connected world, where consumer loyalty plays a pivotal
role in business success and efficient customer engagement is a key competitive edge, it is
crucial to analyse how social media integration influences these crucial factors shaping
consumer behaviour.

12
1.3. Review of Literature

In the fashion industry, influencer marketing significantly influences consumer behaviour.

Studies show that consumers' attitudes towards social media influencers positively impact
brand attitudes and purchase intentions (Corina, Pelau., Mirkó, Gáti, 2023). Additionally, the
trust consumers have in Instagram fashion influencers plays a crucial role in shaping their
purchase intent (Tamil, Selvi, Renganathan., Goi, Mei, Teh,2023). Furthermore, the
engagement with micro-influencers on platforms like Instagram leads to brand evangelism,
indicating sustainable consumer-brand relationships (F, A, Rahayu. 2023). Moreover, the
emergence of Virtual Influencers (VIs) introduces a new dimension to influencer marketing,
with varying levels of trust and acceptance among consumers, impacting their purchase
decisions.

According to Ki & Kim (2019), influencers play a significant role in the decision-making
process of their followers, who often base their decisions on the influencers' advice. Cosenza
et al. (2015) demonstrate that followers' perceptions of influencers' credibility strongly
influence their behavioural intentions, as they trust and act upon the information shared by
influencers on social media. Moreover, Ki and Kim (2019) suggest that when followers express
positive opinions about an influencer, they are more inclined to follow the influencer's
recommendations and share their content with others who may share similar interests.

Overall, influencer marketing, whether through social media influencers or VIs, plays a pivotal
role in shaping consumer behaviour and purchase decisions in the fashion industry. Over the
past two decades, digital marketing has revolutionized global marketing by leveraging various
electronic platforms such as social media, television, radio, SMS, email, search engines,
websites, mobile applications, electronic billboards, and social networking (Krishen et al.,
2021).

Therefore, the researcher posits that followers' perceptions of influencer credibility and
attitudes towards influencers positively influence their behavioural responses, including their
likelihood to engage with the influencer's content and recommendations.

13
1.4. Identification of Research Gaps

Despite the burgeoning research on several gaps remain in understanding their impact on the
influencer marketing on consumer behaviour in fashion customer loyalty. These gaps offer
fertile ground for further investigation and provide direction for this present study.

Influencer-Consumer Relationship Dynamics: While existing studies have examined the

general impact of influencers on consumer behaviour, there is a lack of in-depth analysis on
how the nature of the relationship between influencers and consumers (e.g., perceived intimacy,
relatability) specifically affects consumer trust and loyalty in the fashion industry.

Effect of Platform Algorithms on Engagement: Research is limited to how social media

algorithms influence the visibility and engagement of influencer content and, consequently, its
impact on consumer behaviour. Understanding these dynamics is crucial for optimizing
influencer marketing strategies.

Influencer Authenticity and Brand Alignment: There is a need for more detailed research into
how consumers perceive authenticity in influencer marketing campaigns and the importance
of alignment between the influencer's personal brand and the fashion brand’s identity. This
includes examining the impact of perceived authenticity on consumer trust and purchase
intentions.

Consumer Scepticism and Resistance: Few studies have focused on the reasons behind
consumer scepticism or resistance to influencer marketing in the fashion industry. Identifying
factors that contribute to negative perceptions can help brands and influencers craft more
effective and trustworthy campaigns.

Quantifying ROI of Influencer Marketing: There is an ongoing challenge in accurately

measuring the return on investment (ROI) of influencer marketing campaigns in the fashion
industry. More research is needed to develop robust methodologies for quantifying the direct
and indirect effects of influencer marketing on consumer behaviour and sales.

Cross-Cultural Influences: Limited studies have examined how cross-cultural differences

impact the effectiveness of influencer marketing in the fashion industry. This includes how
cultural norms and values shape consumer responses to influencer campaigns across different
regions.

Evolution of Influencer Marketing: With the rapid evolution of digital platforms and consumer
preferences, there is a need for ongoing research to keep pace with how these changes affect
influencer marketing strategies and their impact on consumer behaviour in the fashion industry.

Addressing these research gaps will not only contribute to the theoretical understanding of
influencer marketing on fashion industry but also offer practical guidance for businesses
seeking to leverage influencer marketing for enhancing customer trust and loyalty.

14
1.5. Theoretical Underpinnings

1. Social Influence Theory: This component suggests that individuals' behaviours and decisions
are influenced by the actions and opinions of others, particularly those they perceive as
influential or authoritative. In the context of influencer marketing, consumers may be swayed
by the endorsements and recommendations of fashion influencers, leading to changes in their
purchasing behaviour.

2. Cognitive Dissonance Theory: This principle posits that individuals strive for consistency in
their beliefs and actions. When consumers encounter conflicting information about a product
or brand, such as mixed reviews from influencers, they may experience cognitive dissonance.
Understanding how this theory applies can help marketers address consumer doubts and
uncertainties.

3. Self-Concept Theory: This component focuses on how individuals perceive themselves and
their identity. In the context of fashion influencer marketing, consumers may align themselves
with influencers who embody their desired self-image or lifestyle. By leveraging this theory,
marketers can tailor their strategies to resonate with consumers' self-concepts.

The Theoretical Underpinnings theory can be applied in the fashion industry to analyse the
impact of influencer marketing on consumer behaviour. By understanding the social influence,
cognitive dissonance, and self-concept theories, marketers can develop more effective
strategies to engage with consumers and drive sales. For example, by collaborating with
influencers who align with a brand's values and target audience, marketers can create authentic
and compelling content that resonates with consumers on a deeper level.

In conclusion, the theoretical underpinnings of the impact of influencer marketing on consumer

behaviour in the fashion industry provide valuable insights into the psychological mechanisms
that influence consumer decision-making. By incorporating these key components into
marketing strategies, brands can enhance their engagement with consumers and achieve greater
success in a competitive market.

15
 CHAPTER 2
RESEARCH
METHODOLOGY

16
Chapter 2: Research Methodology

2.1 Scope of the Study

The scope of the study on the impact of influencer marketing on consumer behaviour, with a
specific focus on the fashion industry, encompasses several key areas to ensure a
comprehensive understanding of this phenomenon. This study aims to explore, analyse, and
quantify the multifaceted ways in which influencers affect consumer choices, perceptions, and
actions within the fashion sector.

1. Influencer Marketing Dynamics in the Fashion Industry

Examination of the strategies employed by fashion influencers to engage with their audience
and the analysis of the types of content that resonate most effectively with consumers in the
fashion context. Along with the exploration of the role of social media platforms in facilitating
influencer marketing.

2. Consumer Behaviour and Engagement

Investigation into how consumers interact with influencer content and the extent to which this
interaction influences their purchasing decisions and to study of consumer engagement metrics
such as likes, comments, shares, and the conversion rates from influencer promotions.

3. Psychological Aspects of Influencer Impact

Analysis of the psychological mechanisms, including trust, credibility, and social identity
theory, which explain why and how influencer marketing impacts consumer behaviour.
Examination of the concept of parasocial interaction (PSI) and its effect on consumer trust and
loyalty towards fashion brands promoted by influencers.

4. Market Segmentation and Demographic Analysis

Identification of key demographic segments (age, gender, socioeconomic status) that are most
susceptible to influencer marketing in the fashion industry and analyse how influencer
marketing effectiveness varies across different consumer segments.

5. Influencer Credibility and Authenticity

Evaluation of the perceived authenticity and credibility of influencers and their impact on
consumer behaviour. The exploration of the impact of influencer marketing on consumer
behaviour in the fashion industry has garnered significant academic and practical interest.

17
2.2 Research Objectives

1. Understanding Influencer Marketing Dynamics

The primary objective is to comprehensively understand the dynamics of influencer

marketing within the fashion industry. This entails examining the strategies that
influencers use to engage their audience, the types of content that most effectively
influence consumer behaviour, and the role of various social media platforms in
facilitating these interactions. By analysing these dynamics, the study aims to identify
the key components that make influencer marketing a unique and effective tool for
impacting consumer decisions in the fashion sector.

2. Analysing Consumer Engagement and Behaviour

A crucial objective is to analyse how consumers interact with influencer content and
the extent to which this interaction influences their purchasing decisions, brand loyalty,
and engagement with the fashion industry. This involves investigating consumer
engagement metrics and understanding the consumer journey from content exposure to
purchase decision. The goal is to quantify the direct and indirect effects of influencer
marketing on consumer behaviour, providing insights into how fashion brands can
optimize their influencer collaborations.

3. Exploring Market Segmentation and Demographic Responses

Another objective is to identify and analyse the key demographic segments most
affected by influencer marketing in the fashion industry. This includes studying how
influencer marketing effectiveness varies across different age groups, genders, and
socioeconomic statuses. The research aims to provide a nuanced understanding of
market segmentation, helping fashion brands tailor their influencer marketing strategies
to specific consumer demographics.

18
2.3 Framing of Research Hypotheses

Influence of Influencer Credibility on Consumer Purchase Intentions:

 H1(Influence of Influencer Credibility on Consumer Purchase Intentions): There

is a positive relationship between perceived credibility of fashion influencers and
consumer purchase intentions for fashion products promoted by them.

 H2(Relationship between Influencer Authenticity and Consumer Engagement):

Authenticity perceived in influencer content positively affects consumer engagement
with fashion brands, leading to higher levels of interaction and conversion rates.

 H3(Mediating Role of Consumer Perception): Consumer perception of fashion

influencers as trendsetters mediates the relationship between influencer marketing
exposure and consumer behaviour, such as purchase intentions and brand preferences.

19
2.4. Research Design

2.4.1 Research Approach

This study adopts a mixed-methods approach, incorporating both quantitative and qualitative
data sources. Quantitative data will be gathered through a non-experimental, cross-sectional
survey design utilizing Google Forms to examine the relationships between, understanding
influencer marketing dynamics, analysing consumer engagement and behaviour.

This approach enables the collection of numerical data from a large sample of participants and
facilitates the exploration of statistical relationships between variables. Additionally, secondary
data from relevant journals and books will be utilized to provide context and support for the
findings derived from the primary data.

2.4.2 Population and Sampling

The target population for this study consists of individuals who have been influenced by
influencers for making a purchase decision. A convenience sampling method will be employed
to recruit a sample of 200 respondents, ensuring representation across various demographics
and usage patterns.

The sample size is considered sufficient to provide adequate statistical power for the analyses
planned.

2.4.3 Data Collection Instrument

A structured questionnaire will be developed and administered via Google Forms to collect
primary data from participants. The questionnaire will include items measuring the following
variables:

 Trust
 Perceived Usefulness
 Credibility
 Mediating Variable
 Attitude
 Customer Behaviour

Additionally, secondary data will be collected from scholarly journals and books to

supplement the primary data and enrich the analysis.

20
2.5 Methods for Data Collection & Variables of the Study

2.5.1 Data Collection Procedures

The following actions are going to be undertaken during the data collection process:

1. Development of the questionnaire incorporating items related to the identified variables.

2. Pilot testing of the questionnaire to ensure clarity, reliability, and validity.

3. Distribution of the questionnaire via Google Forms to the target sample, with appropriate
instructions.

4. Collection of responses over a designated period.

5. Data cleaning and preparation for analysis.

6. Incorporation of secondary data from relevant journals and books to complement and
contextualize the primary data.

7. Integration of both primary and secondary data sources for comprehensive analysis and
interpretation.

2.5.2 Variables of the Study The study will investigate the following variables:

Fig. 2.1 Research Model and Framework

21
Independent Variables

 Trust: This refers to the customer's belief in the influencer's genuineness and
reliability.
 Perceived Usefulness: This focuses on how valuable a customer perceives the
influencer's recommendations to be.
 Credibility: This relates to the customer's perception of the influencer's expertise and
knowledge within the fashion domain.

Mediating Variable

 Attitude: This represents the customer's overall feelings and opinions regarding the
influencer and their recommendations

Dependent Variable

 Customer Behaviour: This encompasses the customer's actions related to fashion

purchases.

2.5.3 Ethical Considerations

Prior to participating in the study, every participant will provide informed consent. The
confidentiality and anonymity of participants' responses will be strictly maintained. The study
will comply with all applicable ethical guidelines for research involving human subjects.

22
 CHAPTER 3
DATA ANALYSIS AND
INTERPRETATION

23
3.1 Techniques for Data Analysis

The analysis of data collected from 200 respondents will be conducted using the Statistical
Package for the Social Sciences (SPSS) software. This section outlines the specific techniques
that will be employed to address the research objectives and hypotheses outlined in the study.

 Descriptive Statistics: Descriptive statistics, including frequencies, means, and standard

deviations, will be utilized to provide a comprehensive summary of the sample
characteristics and key variables. This initial analysis will offer insights into the
tendency of variables such as trust, perceived usefulness, credibility, attitude, consumer
behaviour.

 Regression Analysis: Regression analysis will be employed to examine the direct and
mediating effects of trust, perceived usefulness and customer expectations, and attitude
on customer behaviour. By analysing the relationships between independent variables
(influencer marketing) and the dependent variable (customer behaviour), while
controlling for potential confounding variables, this technique will provide valuable
insights into the determinants of consumer behaviour in the fashion industry.

 One-way ANOVA: One-way analysis of variance (ANOVA) will be conducted to

compare consumer behaviour. This statistical method will enable the assessment of the
impact of varying degrees of trust within the fashion industry. By examining potential
differences in trust levels among the fashion industry, ANOVA will contribute to
evaluating the main hypothesis regarding the association between influencer marketing
and consumer behaviour.

Data Interpretation: Upon completion of the data analysis using SPSS, the findings will be
interpreted in relation to the research objectives and hypotheses. The results will be assessed
to determine the extent to which trust, credibility, perceived benefit, and attitude influence
consumer behaviour within the fashion industry.

Any significant relationships identified through statistical analysis will be discussed in detail,
highlighting their implications for theory, practice, and future research directions.

24
3.2 Hypothesis Testing and Methodology

Hypothesis testing serves as a fundamental component in assessing proposed relationships and

assertions within research endeavors. This section outlines the methodology employed to
evaluate the hypotheses derived from the research objectives.

3.2.1 Hypothesis Formulation

The hypotheses investigated were formulated based on the research objectives and guided by
the theoretical framework. These hypotheses encompass the primary hypothesis along with
specific and integration hypotheses, aiming to explore the correlations between influencer-
related variables and consumer behavior within the fashion industry.

3.2.2 Steps of Hypothesis Testing

Hypothesis testing follows a structured approach geared towards scrutinizing the validity of
proposed relationships or assertions. The following steps will be undertaken to test the
hypotheses outlined in this study:

Step 1: Specification of Null and Alternative Hypotheses

The null hypothesis (H0) posits that there exists no significant relationship between the
variables under scrutiny, while the alternative hypothesis (H1) suggests the presence of a
significant relationship. These hypotheses were formulated based on the research objectives
and theoretical frameworks.

Step 2: Determination of the Level of Significance

The level of significance (α) denotes the threshold for refuting the null hypothesis. Typically,
a significance level of 0.05 is adopted, implying a 5% likelihood of Type I error.

Step 3: Selection of Appropriate Statistical Tests

Based on the nature of the hypotheses and the data amassed, suitable statistical tests were
chosen. These encompass regression analysis to explore direct and mediating effects, as well
as one-way ANOVA to compare consumer behavior across varying levels of influencer
marketing.

Step 4: Data Collection and Analysis

Data collection involved soliciting responses from 200 participants, and the gathered data will
be scrutinized employing the Statistical Package for the Social Sciences (SPSS) software.
Descriptive statistics, regression analysis, and ANOVA will be utilized to analyze the data and
assess the hypotheses.

Step 5: Interpretation of Results

After data analysis, the findings will be interpreted vis-à-vis the hypotheses under examination.
Statistical significance, effect sizes, and other pertinent metrics will be considered to ascertain
the validity of the hypotheses.

25
Step 6: Draw Conclusions

Based on the results of hypothesis testing, conclusions will be drawn regarding the
relationships between influencer marketing-related variables and consumer behavior within the
fashion industry. The implications of the findings for theory, practice, and future research will
be discussed. By following these steps, the hypotheses derived from the research objectives will
be systematically tested, contributing to a deeper understanding of the impact of influencers on
consumer behavior and trust.

Data Interpretation

Table 3.1 Descriptive Statistics

Descriptive Statistics
N Minim Maxim Mean Std. Deviation
um um
What is your age 200 1 4 2.27 1.122
group?
How often do you 200 1 4 2.39 1.074
engage with
influencer content
related to fashion?
What factors 200 1 4 2.35 .977
influence your
decision to follow a
fashion influencer?
How important is 200 1 4 2.37 .949
trust in an
influencer's
recommendations
when making a
fashion-related
purchase?
Do you believe that 200 1 4 2.59 .911
influencers genuinely
use the products they
promote?
How much does an 200 1 4 2.38 1.011
influencer's
credibility affect your
perception of the
brand they promote?
Have you ever 200 1 4 2.32 .972
purchased a fashion
26
item based solely on
an influencer's
recommendation?
How much do you 200 1 4 2.47 .942
rely on influencer
recommendations
when making
purchasing decisions
for fashion items
compared to
traditional
advertising?
How 2 are you to 200 1 4 2.35 .920
trust a fashion
influencer who
discloses sponsored
content?
Do you believe that 200 1 5 2.61 1.167
influencer marketing
has a significant
impact on your
purchasing decisions?
How often do you 200 1 4 2.37 .992
perceive fashion
influencers as being
authentic in their
content?
Do you think that the 200 1 4 2.18 .993
number of followers
an influencer has
affects their
credibility?
Do you think 200 1 4 2.58 1.005
influencers have a
significant impact on
shaping current
fashion trends?
Do you believe that 200 1 4 2.46 .993
influencer marketing
has changed your
purchasing behavior
in the fashion
industry?

27
How important is 200 1 4 2.68 1.032
transparency about
sponsored content in
influencer marketing
to you?
Do you think that 200 1 4 2.74 .899
influencer marketing
has made fashion
products more
accessible to
consumers?
Do you believe that 200 1 4 2.68 .966
influencer marketing
will continue to be a
significant factor in
shaping consumer
behavior in the
fashion industry in
the future?
Do you believe that 200 1 4 2.68 .962
influencer marketing
has led to an increase
in impulse purchases
in the fashion
industry?
How likely are you to 200 1 4 2.53 1.018
try a new fashion
brand recommended
by an influencer?
When an influencer 200 1 4 2.41 1.053
promotes a fashion
product, which factor
is most likely to
persuade you to make
a purchase?
Valid N (listwise) 200

28
Interpretation

In this dataset of 200 respondents, the mean and standard deviation for each variable are as
follows:

Age Group

The respondents are categorized into four age groups, with an average group sitting at 2.27 out
of 4, suggesting a somewhat young demographic, though the spread indicates a mix of ages.

Engagement with Influencer Content

On average, respondents engage with fashion-related influencer content moderately (mean =

2.39), indicating a selective interaction with such content.

Factors Influencing the Decision to Follow

The mean score of 2.35 suggests that the decision to follow a fashion influencer is influenced
by moderately important factors, with a relatively tight distribution around the mean (std. dev.
= 0.977).

Importance of Trust

Trust in influencers' recommendations holds moderate importance (mean = 2.37) when making
fashion-related purchases, highlighting the role of credibility.

Perception of Genuineness

There is a slight inclination towards believing that influencers genuinely use the products they
promote (mean = 2.59), though scepticism exists.

Influencer's Credibility on Brand Perception

The credibility of an influencer has a moderate effect on respondents' perceptions of a brand

(mean = 2.38), indicating the value of influencer authenticity and reliability.

Purchases Based on Recommendations

A moderate number of respondents have purchased fashion items based solely on an

influencer's recommendation (mean = 2.32), showing influencer impact but also suggesting
cautious consumer behaviour.

29
Reliance on Recommendations vs. Traditional Advertising

Influencer recommendations are somewhat more relied upon compared to traditional

advertising (mean = 2.47), pointing towards a shift in how consumers gather information and
make purchasing decisions.

Trust in Disclosure of Sponsored Content

The willingness to trust influencers who disclose sponsored content is moderate (mean = 2.35),
indicating that transparency is important but not the only factor in trustworthiness.

Impact on Purchasing Decisions

Influencer marketing is believed to significantly impact purchasing decisions (mean = 2.61),

especially when considering the range extends to 5.

Authenticity Perception

Respondents moderately perceive fashion influencers as authentic (mean = 2.37), suggesting

that authenticity is valued but not always observed.

Influence of Followers on Credibility

The number of followers is deemed to have a modest impact on an influencer's credibility

(mean = 2.18), suggesting that quality might outweigh quantity in terms of follower count.

Impact on Fashion Trends

Influencers are considered to have a significant impact on shaping current fashion trends
(mean = 2.58), highlighting their role in the fashion ecosystem.

Changes in Purchasing Behaviour

There is a moderate belief that influencer marketing has changed purchasing behaviour within
the fashion industry (mean = 2.46), indicating its effectiveness but also hinting at consumer
awareness and selectivity.

Importance of Transparency

Transparency about sponsored content is notably important (mean = 2.68), reflecting a desire
for honesty in influencer marketing.

30
Accessibility of Fashion Products

Influencer marketing is perceived to have made fashion products more accessible to consumers
(mean = 2.74), suggesting one of the positive impacts of influencer marketing.

Future Significance

A strong belief exists that influencer marketing will continue to be a significant factor (mean =
2.68), indicating its enduring impact on consumer behaviour.

Impulse Purchases

There's a moderate agreement that influencer marketing has led to an increase in impulse
purchases (mean = 2.68), highlighting potential concerns around consumer impulsivity and
marketing influence.

Willingness to Try New Brands

Respondents are moderately likely to try a new fashion brand recommended by an influencer
(mean = 2.53), showing the power of influencers in introducing and endorsing new brands.

Factors Persuading Purchase Decisions

The factor most likely to persuade purchase decisions when promoted by an influencer has a
moderate score (mean = 2.41), indicating a nuanced decision-making process influenced by
various factors.

31
 Table 3.2 One-way ANOVA

ANOVA
Sum of df Mean F Sig.
Squares Square
How often do you Between 55.628 3 18.543 20.743 .000
engage with Groups
influencer content Within 176.104 197 .894
related to fashion? Groups
Total 231.731 200
How important is Between 21.788 3 7.263 8.986 .000
trust in an influencer's Groups
recommendations Within 159.227 197 .808
when making a Groups
fashion-related Total 181.015 200
purchase?
Do you believe that Between 3.916 3 1.305 1.583 .195
influencers genuinely Groups
use the products they Within 162.443 197 .825
promote? Groups
Total 166.358 200
How much does an Between 15.749 3 5.250 5.450 .001
influencer's credibility Groups
affect your perception Within 189.753 197 .963
of the brand they Groups
promote? Total 205.502 200
Have you ever Between 9.037 3 3.012 3.316 .021
purchased a fashion Groups
item based solely on Within 178.943 197 .908
an influencer's Groups
recommendation? Total 187.980 200
How much do you Between 2.773 3 .924 1.051 .371
rely on influencer Groups
recommendations Within 173.326 197 .880
when making Groups
purchasing decisions Total 176.100 200
for fashion items
compared to
traditional
advertising?
How likely are you to Between 2.686 3 .895 1.056 .369
trust a fashion Groups

32
influencer who Within 166.936 197 .847
discloses sponsored Groups
content? Total 169.622 200
Do you believe that Between 12.416 3 4.139 3.120 .027
influencer marketing Groups
has a significant Within 261.315 197 1.326
impact on your Groups
purchasing decisions? Total 273.731 200
How often do you Between 7.636 3 2.545 2.665 .049
perceive fashion Groups
influencers as being Within 187.239 196 .955
authentic in their Groups
content? Total 194.875 199
Do you think that the Between 16.434 3 5.478 5.983 .001
number of followers Groups
an influencer has Within 180.382 197 .916
affects their Groups
credibility? Total 196.816 200
Do you think Between 6.029 3 2.010 2.013 .113
influencers have a Groups
significant impact on Within 196.697 197 .998
shaping current Groups
fashion trends? Total 202.726 200
Do you believe that Between 2.324 3 .775 .780 .506
influencer marketing Groups
has changed your Within 195.646 197 .993
purchasing behaviour Groups
in the fashion Total 197.970 200
industry?
How important is Between .986 3 .329 .304 .822
transparency about Groups
sponsored content in Within 212.636 197 1.079
influencer marketing Groups
to you? Total 213.622 200
Do you think that Between 1.453 3 .484 .594 .620
influencer marketing Groups
has made fashion Within 160.607 197 .815
products more Groups
accessible to Total 162.060 200
consumers?
Do you believe that Between 7.170 3 2.390 2.650 .050
influencer marketing Groups

33
will continue to be a Within 177.706 197 .902
significant factor in Groups
shaping consumer Total 184.876 200
behaviour in the
fashion industry in the
future?
Do you believe that Between 4.297 3 1.432 1.556 .201
influencer marketing Groups
has led to an increase Within 181.325 197 .920
in impulse purchases Groups
in the fashion Total 185.622 200
industry?
How likely are you to Between 4.029 3 1.343 1.297 .277
try a new fashion Groups
brand recommended Within 204.011 197 1.036
by an influencer? Groups
Total 208.040 200
When an influencer Between .706 3 .235 .209 .890
promotes a fashion Groups
product, which factor Within 221.841 197 1.126
is most likely to Groups
persuade you to make Total 222.547 200
a purchase?

Interpretation:
Engagement with influencer content: Highly significant (p < .000), indicating a strong
difference in engagement levels with influencer content among respondents.
Trust in recommendations: Also, significant (p < .000), showing that trust varies significantly
and is an important factor in influencer recommendations.
Genuineness in product use: Not significant (p = .195), suggesting that respondents do not
significantly differ in their belief about influencers genuinely using the products they promote.
Influencer's credibility and brand perception: Significant (p = .001), indicating that an
influencer's credibility importantly affects brand perception among respondents.
Purchasing based on recommendation: Significant (p = .021), showing that some
respondents are influenced to make purchases based solely on influencer recommendations.
Influencer recommendations vs. traditional advertising: Not significant (p = .371),
suggesting no significant difference in reliance on influencer recommendations over traditional
advertising.

34
Trust in influencers who disclose sponsored content: Not significant (p = .369), indicating
uniformity in trust levels towards influencers who disclose sponsored content.
Impact on purchasing decisions: Significant (p = .027), showing that influencer marketing
has a significant impact on some respondents' purchasing decisions.
Authenticity perception: Marginally significant (p = .049), indicating a slight variance in how
authentic respondents perceive influencers to be.
Influencers' followers and credibility: Highly significant (p = .001), suggesting a strong
belief that an influencer's number of followers affects their credibility.
Influence on fashion trends: Not significant (p = .113), suggesting a uniform opinion about
influencers' impact on fashion trends.
Change in purchasing behaviour: Not significant (p = .506), indicating that influencer
marketing hasn't significantly changed purchasing behaviour for the respondents.
Importance of transparency: Not significant (p = .822), showing a uniform response to the
importance of transparency in influencer marketing.
Accessibility of fashion products: Not significant (p = .620), indicating no significant
difference in opinions on whether influencer marketing has made fashion products more
accessible.
Future significance of influencer marketing: Marginally significant (p = .050), suggesting
some variance among respondents on the future impact of influencer marketing.
Increase in impulse purchases: Not significant (p = .201), showing uniform opinions on
whether influencer marketing has led to an increase in impulse purchases.
Likelihood to try new brands: Not significant (p = .277), indicating a consistent likelihood
among respondents to try new brands recommended by influencers.
Factors persuading purchases: Highly not significant (p = .890), suggesting that the factors
influencing purchases promoted by influencers are viewed uniformly.

35
Hypotheses Testing:

H1: Influence of Influencer Credibility on Consumer Purchase Intentions

The F-value indicates that there is a significant difference between groups regarding the
influence of influencer credibility on consumer purchase intentions. With a p-value of 0.01,
this difference is statistically significant at the conventional significance level of 0.05.
Therefore, H1 is accepted.

The evidence suggests that there is a positive relationship between the perceived credibility of
fashion influencers and consumer purchase intentions for fashion products promoted by them.

H2: Relationship between Influencer Authenticity and Consumer Engagement

The F-value indicates that there is no significant difference between groups regarding the
relationship between influencer authenticity and consumer engagement. With a p-value of 0.49,
this difference is not statistically significant at the conventional significance level of 0.05.
Therefore, H2 is rejected.

The evidence does not support the hypothesis that authenticity perceived in influencer content
positively affects consumer engagement with fashion brands, leading to higher levels of
interaction and conversion rates.

H3: Mediating Role of Consumer Perception

The F-value suggests that there is no significant difference between groups regarding the
mediating role of consumer perception in the relationship between influencer marketing
exposure and consumer behaviour. With a p-value of 0.49, this difference is not statistically
significant at the conventional significance level of 0.05. Therefore, H2 is rejected.

The evidence does not support the hypothesis that consumer perception of fashion influencers
as trendsetters mediates the relationship between influencer marketing exposure and consumer
behaviour, such as purchase intentions and brand preferences.

36
 CHAPTER 4
FINDINGS AND
RECOMMENDATIONS

37
Chapter 4: Findings and Recommendations

4.1 Research Outcome and Findings

The research aimed to investigate the determinants of customer loyalty within the fashion
industry, with a specific focus on the role of trust, credibility, and attitude. Data analysis
utilizing SPSS software involved various techniques, including descriptive statistics and one-
way ANOVA. The findings provide valuable insights into the factors influencing consumer
behaviour.

Descriptive Statistics

Descriptive statistics revealed moderate trust, credibility, attitude, and perceived usefulness
among the 200 respondents. Variability in perceptions and behaviours was observed across
these variables, indicating diverse experiences and preferences among the sampled population.

Hypotheses Testing

1. Influence of Influencer Credibility on Consumer Purchase Intentions (H1)

The statistical analysis supports the hypothesis that there is a positive relationship
between the perceived credibility of fashion influencers and consumer purchase
intentions for fashion products promoted by them. This finding indicates that when
fashion influencers are perceived as credible, consumers are more likely to be
influenced by their recommendations, leading to an increased intention to purchase the
promoted fashion products. This effect is statistically significant, suggesting a strong
influence of credibility in the influencer-consumer relationship within the fashion
industry.

2. Relationship between Influencer Authenticity and Consumer Engagement (H2)

The analysis does not support the hypothesis that authenticity perceived in influencer
content positively affects consumer engagement with fashion brands. This outcome
suggests that, within this dataset, the perceived authenticity of influencers does not
significantly impact the levels of interaction and conversion rates among consumers.
This finding could indicate that other factors may play more pivotal roles in driving
consumer engagement with fashion brands in the context of influencer marketing.

38
 3. Mediating Role of Consumer Perception (H3)

The analysis does not support the hypothesis concerning the mediating role of consumer
perception of fashion influencers as trendsetters in the relationship between influencer
marketing exposure and consumer behaviour. This finding implies that, within the
context of this study, consumer perceptions of influencers as trendsetters do not
significantly mediate the effect of influencer marketing on behaviours such as purchase
intentions and brand preferences.

These findings suggest that while influencer marketing holds significant sway over consumer
behaviour within the fashion industry, consumers exhibit discernment and caution in their
interactions with influencer content. Brands and marketers should prioritize authenticity,
credibility, and transparency in influencer partnerships to build trust and foster positive
consumer relationships. Additionally, understanding the nuanced factors influencing consumer
decisions in the context of influencer marketing can inform more effective marketing strategies
tailored to consumer preferences and behaviours.

39
4.2 Theoretical Implications

The findings of this study carry several theoretical implications for the fields of fashion
industry, influencer marketing and consumer behaviour:

Contribution to Theory

 Social Influence Theory: The study of influencer marketing within the fashion
industry contributes to our understanding of social influence theory. It highlights how
influencers, through their online presence and social capital, can sway consumer
perceptions, preferences, and purchasing behaviours. This theory emphasizes the
importance of social networks and interpersonal relationships in shaping consumer
behaviour within fashion communities.

 Consumer Socialization Theory: Exploring the impact of influencer marketing on

consumer behaviour in fashion provides insights into consumer socialization theory.
This theory examines how individuals acquire knowledge, attitudes, and behaviours
related to consumption through interactions with social agents, including influencers.
Understanding how influencers serve as socialization agents can inform strategies for
brand engagement and consumer education within the fashion landscape.

 Brand Relationship Theory: The study of influencer marketing's effects on consumer

behaviour contributes to brand relationship theory. It elucidates how consumers form
emotional connections with fashion brands through interactions with influencers,
fostering brand loyalty and advocacy. By examining the role of influencers as brand
ambassadors and relationship facilitators, this theory offers insights into enhancing
brand-consumer relationships in the digital age.

 Social Identity Theory: Analysing the influence of fashion influencers on consumer

behaviour contributes to social identity theory. This theory examines how individuals
define and express their identities through affiliation with social groups. In the context
of fashion, influencers serve as symbolic figures representing aspirational lifestyles and
aesthetic preferences, shaping consumers' self-concepts and social identities.

40
Advancement of Knowledge

 Research provides empirical evidence of the effectiveness of influencer

marketing strategies in the fashion industry, offering insights into their impact
on consumer attitudes, perceptions, and purchasing behaviours. By conducting
rigorous empirical studies, researchers contribute to the body of knowledge by
validating theoretical frameworks and models within real-world contexts.

 Studies contribute to theory development by testing and refining existing

theories such as social influence theory, consumer socialization theory, and
brand relationship theory in the context of influencer marketing and fashion
consumer behaviour. Through systematic investigation and analysis,
researchers identify key variables, relationships, and mechanisms underlying
consumer responses to influencer-led marketing initiatives.

41
4.3 Managerial Implications

The findings of this study offer several practical implications for managers and decisionmakers
in the fashion industry seeking to impact consumer behaviour through influencer marketing:

Content Strategy

 Managers can develop compelling content strategies that resonate with consumers and
drive engagement. By understanding consumer preferences, trends, and behaviours,
managers can tailor content to meet the diverse needs and interests of their target
audience, thereby maximizing the impact of influencer-led marketing initiatives.

Brand-Consumer Relationships

 Managers can leverage the findings to cultivate stronger brand-consumer relationships

through influencer marketing. By fostering genuine connections with influencers and
prioritizing authenticity and transparency in influencer-brand partnerships, managers
can build trust, loyalty, and advocacy among consumers, leading to long-term brand
success.

Campaign Evaluation

 By measuring key performance indicators such as reach, engagement, conversion rates,

and return on investment (ROI), managers can assess the impact of influencer-led
initiatives on brand awareness, sales, and customer acquisition.

42
4.4 Limitations of the Study

Despite the valuable insights provided by this study, several limitations should be
acknowledged:

Sample Size and Generalizability: The study may have relied on a relatively small sample
size or specific demographic groups, limiting the generalizability of the findings to broader
populations within the fashion industry. Therefore, caution should be exercised when
extrapolating the results to different contexts or populations.

Cross-Sectional Design: The study may have employed a cross-sectional design, capturing
data at a single point in time. As a result, it may not have accounted for temporal changes or
causal relationships between influencer marketing and consumer behavior over time.
Longitudinal studies could offer deeper insights into the dynamics of these relationships.

Self-Reported Data and Social Desirability Bias: The reliance on self-reported data may
introduce social desirability bias, where respondents provide answers, they believe are socially
acceptable or desirable rather than reflecting their true opinions or behaviours. This could affect
the accuracy and reliability of the findings.

Contextual Factors: The study may not have fully accounted for contextual factors that could
influence the effectiveness of influencer marketing, such as cultural differences, industry
trends, or platform algorithms. These factors could moderate or mediate the relationship
between influencer marketing and consumer behaviour.

43
4.5 Conclusion

This research paper has provided a comprehensive exploration of the multifaceted impact of
influencer marketing on consumer behaviour within the fashion industry, with a focus on key
psychological factors including trust, credibility, attitude, and brand loyalty. Through an
extensive literature review and identification of research gaps, the study has uncovered
valuable insights into the underlying mechanisms that drive consumer decision-making in
response to influencer-led marketing campaigns.

Central to the findings is the recognition of the pivotal role that social media influencers play
in shaping consumer perceptions, attitudes, and purchasing decisions within the fashion sector.
These influencers wield significant influence over their followers, serving as trendsetters and
trusted sources of fashion advice. Moreover, the research underscores the critical importance
of authenticity, transparency, and alignment between influencers and fashion brands in
fostering consumer trust and engagement. While influencer marketing presents abundant
opportunities for brands to connect with their target audience and drive sales, challenges such
as ROI measurement and consumer scepticism must be navigated. Moving forward, addressing
these challenges and leveraging the identified theoretical underpinnings can aid marketers in
crafting more effective influencer marketing strategies, thereby maximizing its impact on
consumer behaviour and fostering sustainable growth in the competitive fashion landscape.

44
4.6 Scope for Future Research

Future research could build upon the findings of this study to further explore the dynamic
interplay between influencers and consumer behavior. Potential areas for future investigation
include:

 Longitudinal Studies: Conduct longitudinal studies to track changes in consumer

behavior over time in response to influencer marketing campaigns. This could provide
insights into the long-term effectiveness of influencer strategies and their impact on
consumer attitudes and brand loyalty.

 Cross-Cultural Analysis: Investigate how cultural factors influence the effectiveness

of influencer marketing in different regions or countries. Comparing consumer
responses to influencer campaigns across cultures can help identify cultural nuances
and tailor marketing strategies accordingly.

 Role of Micro-Influencers: Explore the role of micro-influencers (those with smaller

but highly engaged followings) in influencing consumer behavior in the fashion
industry. Investigate whether micro-influencers have different effects on consumer
trust, perception, and purchasing decisions compared to macro-influencers.

 Influencer-Brand Fit: Examine the importance of influencer-brand fit in influencing

consumer behavior. Investigate how factors such as congruence between influencer
values and brand image, as well as authenticity in influencer-brand partnerships, impact
consumer perceptions and attitudes.

 Emerging Platforms: Investigate the effectiveness of influencer marketing on

emerging social media platforms and digital channels. With the rise of platforms like
TikTok and Instagram Reels, there is potential to explore how influencer content on
these platforms influences consumer behavior in the fashion industry.

 Ethical Considerations: Explore the ethical implications of influencer marketing

practices on consumer behaviour. Investigate issues such as transparency in sponsored
content, influencer authenticity, and the potential for deceptive advertising practices to
impact consumer trust and brand perceptions.

45
 Measurement and Metrics: Develop standardized measurement tools and metrics for
evaluating the effectiveness of influencer marketing campaigns. This could include
metrics for assessing reach, engagement, conversion rates, and return on investment
(ROI) specific to influencer-driven initiatives in the fashion industry.

46
REFERENCES

47
References

Bognar, Z. B., Puljic, N. P., & Kadezabek, D. (2019). Impact of influencer marketing on
consumer behaviour. Economic and Social Development: Book of Proceedings, 301-309.

Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components
underlying influencer marketing. Business horizons, 63(4), 469-479.

Chopra, A., Avhad, V., & Jaju, A. S. (2021). Influencer marketing: An exploratory study to
identify antecedents of consumer behavior of millennial. Business Perspectives and
Research, 9(1), 77-91.

Hussain, S., Melewar, T. C., Priporas, C. V., Foroudi, P., & Dennis, C. (2020). Examining the
effects of celebrity trust on advertising credibility, brand credibility and corporate credibility.
Journal of Business Research, 109, 472-488.

Kalu, F. (2019). The impact of social media influencer marketing on purchase intention from
an Irish male millennial’s perception: a case study of Irish fashion industry (Doctoral
dissertation, Dublin, National College of Ireland).

Khan, M. R., Iqbal, M., & Lodhi, A. J. (2021). Influencer Marketing in Instagram: Effects of
Promotional Posts on Purchasing Behaviour of Consumers. J. Pol. Stud., 28, 119.

Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect
consumer trust of branded content on social media. Journal of interactive advertising, 19(1),
58-73.

Nadanyiova, M., Gajanova, L., Majerova, J., & Lizbetinova, L. (2020, June). Influencer
marketing and its impact on consumer lifestyles. In Forum Scientiae Oeconomia (Vol. 8, No.
2, pp. 109-120).

Saima, & Khan, M. A. (2020). The effect of social media influencer marketing on consumers’
purchase intention and the mediating role of credibility. Journal of Promotion
Management, 27(4), 503-523.

48
Sweeney, J., & Swait, J. (2008). The effects of brand credibility on customer loyalty. Journal
of retailing and consumer services, 15(3), 179-193.

Thilina, D. K. (2021). Conceptual Review of Social Influencer Marketing on Purchase

Intention; Dynamics in Fashion Retail Industry.

Vidani, J., & Das, S. G. (2021). A Review on Evolution of Social Media Influencer Marketing:
Reflection on Consumer Behaviour and Consumer's Decision-Making Process. Turkish Online
Journal of Qualitative Inquiry, 12(9).

Zietek, N. (2016). Influencer Marketing: the characteristics and components of fashion

influencer marketing.

49
APPENDIX

50
Appendix

Questionnaire

Part A

1. What is your age group?

a) 18-24

b) 25-34

c) 35-44

d) 45 and above

2. How often do you engage with influencer content related to fashion?

a) Daily

b) Weekly

c) Monthly

d) Rarely

3. What factors influence your decision to follow a fashion influencer?

a) Content quality

b) Trustworthiness

c) Fashion sense

d) Celebrity status

4. How important is trust in an influencer's recommendations when making a fashion-related

purchase?

a) Very important

b) Important

c) Somewhat important

d) Not important

51
5. Do you believe that influencers genuinely use the products they promote?

a) Always

b) Most of the time

c) Sometimes

d) Rarely/never

Part B

6. How much does an influencer's credibility affect your perception of the brand they
promote?

a) Significantly

b) Moderately

c) Slightly

d) Not at all

7. Have you ever purchased a fashion item based solely on an influencer's recommendation?

a) Yes, multiple times

b) Yes, occasionally

c) No, never

d) Not sure

8. How much do you rely on influencer recommendations when making purchasing decisions
for fashion items compared to traditional advertising?

a) Exclusively on influencer recommendations

b) More on influencer recommendations

c) Equally on both

d) More on traditional advertising

52
9. How likely are you to trust a fashion influencer who discloses sponsored content?

a) Very likely

b) Likely

c) Neutral

d) Unlikely

10. Do you believe that influencer marketing has a significant impact on your purchasing
decisions?

a) Strongly agree

b) Agree

c) Neutral

d) Disagree

e) Strongly disagree

11. How often do you perceive fashion influencers as being authentic in their content?

a) Always

b) Most of the time

c) Sometimes

d) Rarely/never

12. Do you think that the number of followers an influencer has affects their credibility?

a) Yes, significantly

b) Yes, to some extent

c) No, not at all

d) Not sure

53
13. Do you think influencers have a significant impact on shaping current fashion trends?

a) Not at all

b) A little

c) Somewhat

d) A lot

14. Do you believe that influencer marketing has changed your purchasing behavior in the
fashion industry?

a) Not at all

b) A little

c) Somewhat

d) Significantly

15. How important is transparency about sponsored content in influencer marketing to you?

a) Not important

b) Somewhat important

c) Moderately important

d) Very important

16. Do you think that influencer marketing has made fashion products more accessible to
consumers?

a) Strongly disagree

b) Disagree

c) Agree

d) Strongly agree

54
17. Do you believe that influencer marketing will continue to be a significant factor in shaping
consumer behaviour in the fashion industry in the future?

a) Strongly disagree

b) Disagree

c) Agree

d) Strongly agree

18. Do you believe that influencer marketing has led to an increase in impulse purchases in
the fashion industry?

a) Strongly disagree

b) Disagree

c) Agree

d) Strongly agree

19. How likely are you to try a new fashion brand recommended by an influencer?

a) Not likely at all

b) Slightly likely

c) Moderately likely

d) Very likely

20. When an influencer promotes a fashion product, which factor is most likely to persuade
you to make a purchase?

a) The influencer's endorsement

b) The product's features and benefits

c) Limited time offers or discounts

d) Social proof (e.g., positive reviews or comments)

55
 Date:

PLAGIARISM VERIFICATION

Title of the Thesis: THE IMPACT OF INFLUENCER MARKETING ON

CONSUMER BEHAVIOUR: AN IN-DEPTH ANALYSIS OF FASHION
INDUSTRY
Total Pages: 62

Name of the Researcher: Juhi Singh

Department: Management (Core Marketing)

Institution: Faculty of Management Studies,

CMS Business School

JAIN (Deemed-to-be University)

Name of the Guide: Dr. Trupti Dandekar

This to certify that the above thesis was scanned for similarity detection. Process and

outcome is given below:

Software used: TURNITIN

Date:

Similarity Index:

Total word count:

The content of the chapters and the publications which have been excluded from the software
check:

1. References

2. Appendix

Prepared by Verified by

(Juhi Singh) (Dr. Trupti Dandekar)

56
Juhi Singh
ORIGINALITY REPORT

16 %
SIMILARITY INDEX
9%
INTERNET SOURCES
3%
PUBLICATIONS
13%
STUDENT PAPERS

PRIMARY SOURCES

1
www.coursehero.com
Internet Source 1%
2
Submitted to Napier University
Student Paper 1%
3
fastercapital.com
Internet Source 1%
4
Submitted to Coventry University
Student Paper 1%
5
Submitted to University of Portsmouth
Student Paper 1%
6
Submitted to University of West London
Student Paper 1%
7
ieomsociety.org
Internet Source 1%
8
www.mdpi.com
Internet Source <1%
9
Submitted to University of Bradford
Student Paper <1%
10
mall.trunojoyo.ac.id
Internet Source <1%
11
Submitted to Westford School of
Management
<1%
Student Paper

12
Submitted to Xiamen University
Student Paper <1%
13
listens.online
Internet Source <1%
14
Submitted to Brunel University
Student Paper <1%
15
Submitted to York St John University
Student Paper <1%
16
www.vskills.in
Internet Source <1%
17
Submitted to City University of Hong Kong
Student Paper <1%
18
financedocbox.com
Internet Source <1%
19
espace.cdu.edu.au
Internet Source <1%
20
Submitted to University of Northampton
Student Paper <1%
21
Submitted to Gisma University of Applied
Sciences GmbH
<1%
Student Paper

22
ar.scribd.com
Internet Source <1%
23
Submitted to Griffth University
Student Paper <1%
24
Frazier, Mareo D.. "Development and
Implementation of Training Program for
<1%
Mentors for Crossover Church", South
University, 2023
Publication

25
Mhlangabezi Slayi, Leocadia Zhou, Ishmael
Festus Jaja. "Constraints Inhibiting Farmers’
<1%
Adoption of Cattle Feedlots as a Climate-
Smart Practice in Rural Communities of the
Eastern Cape, South Africa: An In-Depth
Examination", Sustainability, 2023
Publication

26
Daniel Ng’andu, Lubinda Haabazoka. "A Study
of the Effect of Health Records Digitalization
<1%
on Healthcare Facility Operational Efficiency",
Open Journal of Business and Management,
2024
Publication

<1%
Submitted to London School of Commerce
27 Student Paper
 <1%
Submitted to University of Derby
Student Paper

29 Submitted to University of Westminster

Student Paper <1%
30 Submitted to Westcliff University
Student Paper <1%
31 Submitted to Bath Spa University College
Student Paper <1%
32 Submitted to SP Jain School of Global
Management
<1%
Student Paper

33 Submitted to Segi University College

Student Paper <1%
34 imet.csus.edu
Internet Source <1%
35 ir.lib.uwo.ca
Internet Source <1%
36 scholarworks.utrgv.edu
Internet Source <1%
37 www.researchgate.net
Internet Source <1%
38 Submitted to Aristotle University of
Thessaloniki
<1%
Student Paper
39
Submitted to Australian National University
Student Paper <1%
40
Submitted to De Montfort University
Student Paper <1%
41
Submitted to University of Durham
Student Paper <1%
42
Submitted to University of Glasgow
Student Paper <1%
43
Submitted to University of St Andrews
Student Paper <1%
44
Submitted to University of Sunderland
Student Paper <1%
45
Submitted to University of Ulster
Student Paper <1%
46
mail.mjltm.org
Internet Source <1%
47
repository.cpu.edu.ph
Internet Source <1%
48
Submitted to Manipal University
Student Paper <1%
49
irj.uswr.ac.ir
Internet Source <1%
50
Submitted to Colorado Technical University
Student Paper <1%
 <1%
Submitted to European University
Student Paper

52 Submitted to University of Leeds

Student Paper <1%
53 Submitted to University of Reading
Student Paper <1%
54 mgesjournals.com
Internet Source <1%
55 scholarsjunction.msstate.edu
Internet Source <1%
56 www.djfm-journal.com
Internet Source <1%
57 Submitted to Curtin University of Technology
Student Paper <1%
58 Submitted to University of Santo Tomas -
Manila
<1%
Student Paper

59 www.geneticsmr.com
Internet Source <1%

Exclude quotes Off Exclude matches Off

Exclude bibliography On