Abstract:
This paper investigates the impact of influencer interactivity, influencer authenticity and influencer brand trust on influencer brand equity in Pakistan’s clothing industry. This research proposes a model that shows the impact of influencer interactivity, influencer authenticity and influencer brand trust on influencer brand equity in Pakistan’s clothing industry. The approach used in this research is quantitative and used to support the theoretical model with the help of online survey. The results of all the items used in the questionnaire are analyzed with the SPSS methodology (considered credible source for exploratory research). The results drawn from 350 respondents presents that influencer interactivity, influencer authenticity and influencer brand trust impacts on influencer brand equity in Pakistan’s clothing industry. Furthermore, the research imply that the clothing industry of Pakistan can make use of management by the employees and marketers by considering the influencer style that are joint to obtain the affective outputs. This study also has some limitations of time constraint, limited sample and targeted variables, but it enables further researchers a platform for future studies. The research also demonstrates the ideal features of influencers to engage potential customers and to get the interest of the customers in the market.
