Influencers on Social Media and Their Effect on Fashion Industrys Customers Buying Patterns

Abstract

This study mainly focuses on the relationship between the social media Influencers and their impact on the consumers buying behaviour.In recent years, social media has evolved as well as social media influencers. This rise of social media influencers has increased the brand engagement and the customer purchasing behaviour has a profound effect on the fashion industry. Due to the rise of Social media influencers,they have a huge impact on the customer preferences as well as affect the fashion trends. The social media influencers have an unprecedented level of reach and power on Social media platforms like TikTok, Youtube, Instagram, and Snapchat. This helps the social media influencers examine the relationship between the influencers and the customer purchasing behaviour. The influencers have played a major role in transforming the Fashion industry. Influencers are crucial in bridging the gap between brands and consumers by providing curated content and strategic brand partnerships. They create an individualised experience which helps them to deeply connect with their followers. The social media helps brands to directly connect with the customers through the social media Influencers, Especially the Fashion brands where they maintain a connection between the brand and customers through social media influencers It also aims to inform future research, industry strategies, and consumer approaches that navigate the complex relationship between social media influencers and fashion. Overall this research talks about the ways by which the social media influencers impact customers’ buying behaviour. It also tells us the role played by authenticity, trustworthiness and credibility in the success of the social media influencers in the fashion sector