The Role of Influencer Marketing In Building Brand Trust for Indian Fashion Brands Using Instagram

Abstract

The Fashion industry is a growing and vibrant industry across India. The use and popularity of influencer marketing hauls a significant influence in the fashion industry. Fashion Influencers have become an important source of fashion information, providing viewers with both informational and emotional support. Instagram has become a crucial platform for brands to connect with a vast and fashion-forward audience. To establish brand trust in the Indian fashion industry, this topic investigates how effective influencer marketing is. Instagram Influencers have also influenced the perception of appearance among Generation Z, with fashion influencers and content creators shaping their ideals of beauty and influencing their appearance management. Many brands sponsor influencers and use YouTube, Instagram, Facebook, and many other platforms to grow their brand. With the rise of digital media consumption, consumers are turning to influencers for authentic and relatable content. This has resulted in the emergence of a new wave of trust-building for Indian fashion brands. As influencers share their personal experiences with the products or services, they create a sense of credibility and reliability among their followers. This research is motivated by the need to understand and unravel the factors which contribute to companies and customers using Instagram Influencers