Role of Influencer Marketing and Its Influence on Customer Trust and Buying Decisions Towards Fashion and Lifestyle Products in Bangalore

The present study examined the influence of social media influencer marketing on customer trust and buying decisions among 180 fashion and lifestyle consumers in Bangalore. The findings confirm that influencer marketing plays a significant role in shaping consumer trust and purchase decisions in this market. Consumers who believed influencers shaped their buying behaviour were also more likely to report an effect on their final purchase decisions (r = 0.323, p < .05), and both influencer credibility (β = 0.205, p = .005) and influencer engagement (β = 0.157, p = .034) significantly and positively predicted customer trust, though the model explained only a modest share of variance (R² = 0.075), suggesting other unmeasured factors such as attractiveness and homophily also contribute to trust formation. Respondents' familiarity with influencer marketing was also found to significantly differentiate buying-decision outcomes (F = 8.735, p = .003). These findings suggest that influencer marketing is not simply a promotional add-on but a credibility- and trust-building tool that complements, rather than replaces, product quality and brand reputation — both of which respondents rated as stronger direct drivers of purchase decisions. Brands should therefore prioritise influencers who demonstrate genuine expertise and maintain active engagement with followers, prominently feature honest and detailed reviews, and continue to invest in awareness campaigns that build familiarity with influencer-driven recommendations, while combining influencer marketing with a broader strategy that also emphasises product quality and brand image. Overall, this study contributes to the growing body of literature on influencer marketing, consumer trust, and digital consumer behaviour by providing empirical evidence from an emerging urban market in India. The findings offer practical insights for fashion and lifestyle brands, marketers, and social media influencers seeking to design evidence-based influencer marketing strategies in the Bangalore market.

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