The Impact of Social Media Influencers on Consumer Purchasing Decisions: A Case Study of Instagram’s Role in Fashion Brands.
Submitted By:
Kaif Khan
Enrollment no:
23042010469
UNDER THE GUIDANCE OF
Prof. Sumeet Bhatia
(Assistant Professor)
School of Business
MBA 2023-2025
ABSTRACT
This study examine the impact of Instagram influencers on customer purchasing decisions in the fashion industry. With a focus on the behavioral and psychological factors that underlie these impacts, it investigates how influencers impact consumer awareness, attitudes, trust, and purchase intention. In order to determine how these elements affect customer reactions, the study also examine at audience alignment, engagement rates, influencer reputation, and content authenticity. The thesis examines actual influencer marketing initiatives from a few fashion businesses on Instagram using a case study methodology. Consumer surveys and interviews were used to gather primary data, and campaign performance reports and engagement metrics were used to gather secondary data. The results show that influencers have a big impact on customers at different phases of the purchasing process- particularly in the areas of brand awareness, emotional connection, and purchase intent—with micro- and mid-tier influencers often having a more persuasive effect due to their relatability and niche audience trust.
Social media has been a powerful force in influencing customer behavior and altering marketing tactics in a variety of industries in recent years. Because of its visual format, large user base, and the emergence of social media influencers (SMIs), people who have established reputation and devoted fan bases through regular, lifestyle-focused content, Instagram has emerged as one of the most significant platforms. Leading the way in embracing influencer marketing as a vital instrument for customer interaction and brand promotion is the fashion industry, which lives on trendsetting, aesthetic appeal, and brand narrative.
According to the study's findings, influencer marketing can be a very useful tool for fashion firms looking to increase sales and cultivate customer relationships on digital channels if it is well planned and carried out. It provides decision-makers, brand managers, and marketers with practical advice on how to maximize influencer partnerships and improve campaign efficacy in a cutthroat digital environment.
