The Impact of Social Media Influencer Marketing on Online Purchase Intention in the Fashion Retail Industry

The rapid growth of social media has significantly transformed modern marketing practices, giving rise to influencer marketing as a prominent strategy in the digital landscape. This study investigates the impact of social media influencer marketing on online purchase intention within the fashion retail industry, with a particular focus on understanding the role of influencer attributes and consumer behaviour. The primary objective of this research is to examine how influencer characteristics—such as credibility, attractiveness, and expertise—influence consumer trust, engagement, and brand attitude, and how these factors collectively shape online purchase intention. The study adopts a quantitative research approach, utilizing a structured questionnaire to collect primary data from individuals who actively engage with social media platforms and purchase fashion products online. The collected data was analysis using statistical techniques including descriptive analysis, reliability testing, correlation, and regression analysis. The results reveal that social media influencer marketing has a significant and positive impact on consumers’ online purchase intention. Among the factors examined, influencer credibility emerged as a critical determinant of consumer trust, while consumer engagement and brand attitude were found to play important mediating roles in influencing purchase decisions. Furthermore, the findings indicate that consumers are more responsive to authentic and relatable influencer content compared to traditional forms of advertising, highlighting the importance of transparency and personal connection in digital marketing strategies. This study contributes to the existing body of knowledge by providing focused insights into the fashion retail sector and offers practical implications for marketers and businesses. It emphasizes the need for brands to collaborate with credible influencers, foster meaningful engagement, and develop authentic content strategies to enhance consumer trust and drive online sales.