A STUDY ON INFLUENCER MARKETING IN APPAREL PURCHASE DECISION
Influencer Marketing, Apparel Industry, Purchase Intention, Consumer Trust, Social Media, Gen Z
The rapid growth of social media has transformed traditional marketing practices, particularly in the apparel industry. Influencer marketing has emerged as a dominant strategy for engaging consumers and shaping purchase behaviour. This study examines the impact of influencer marketing on apparel purchase decisions among social media users, with particular focus on platform preference, influencer credibility, content format, and generational responsiveness. A quantitative descriptive research design was adopted, and primary data were collected from 345 respondents through structured questionnaires. The findings reveal that Instagram is the most influential platform, Gen Z (18–24 years) is the most responsive demographic, and short-form content such as reels and try-on hauls significantly influences purchase intention. Influencer authenticity, real-life usage demonstration, and stylistic alignment with brands emerged as critical determinants of consumer trust and buying behaviour. The study contributes to influencer marketing literature by integrating trust, credibility, and behavioural intention within the apparel context and provides actionable insights for marketers, especially regional and small-town retailers.
Registration ID: IJVRA_701423 Published ID: IJVRA2603430
"A STUDY ON INFLUENCER MARKETING IN APPAREL PURCHASE DECISION", IJVRA - International Journal of Versatile Research and Analysis (www.IJVRA.org), ISSN:2984-8903, Vol.4, Issue 3, page no.268-276, March-2026, Available :https://ijpub.org/IJVRA/papers/IJVRA2603430.pdf
Paper Reg. ID: IJVRA_701423
Published Paper Id: IJVRA2603430
Research Area: Management All
Country: Bharuch, Gujarat, India
ISSN: 2984-8903 | IMPACT FACTOR: 9.12 Calculated By Google Scholar | ESTD YEAR: 2023
An International UGC CARE JOURNAL PUBLICATION Low Cost (₹599), Scholarly Open Access, Peer-Reviewed, Refereed Journal Impact Factor 9.12 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage, Crossref DOI Member Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: IJVRA (IJ Publication) Janvi Wave
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