Impact of Influencer Based Marketing Strategies Affecting Customer Purchase Intention- A study of Online Clothing Business

Abstract

The convergence of technology and social media has changed the ways of interaction between people and business especially social media platforms these days. Consumers can openly share their ideas on social platforms and engage in discussion with other users in online communities. This revolution provides opportunity to businesses to develop marketing strategies and applications that inspire and attract consumers. Businesses that are realizing the worth of social media and using effective tools and marketing targets to leverage from them are flourishing while those businesses that failed to adapt to such platforms are finding themselves in tough situations. One of the most prominent and in trend social media is Instagram that has gained prominence not just as a social platform for social interaction and gaining followers but also emerged as a business platform for many small and large businesses. Instagram is a platform comprised of colorful images and visual its aesthetics are appealing, which makes it a suitable platform for promoting businesses and products like beauty products, popularizing certain body images and often advocating prominent luxury brands and specific lifestyles (Rushworth and Djafarova, 2017). Some Instagram users become active online content creators focusing on lifestyle, ideas, reviews, opinions, experience etc. Bloggers often become opinion leaders as their fan following increases, so does their voice and opinions strengthens. Their post can impact the businesses, brands and products and their reviews influence their followers by turning them into potential customers. Influencers are present in almost all walks of life like fitness and health, beauty and fashion, food blogging, high-technology and other areas. (Klassen 2018; Raggatt, 2018). The phenomenon and concept of influencers didn’t just originate now with the appearance of internet rather it has been present offline already which in case of influential like popular musicians, film actors, politicians, authors etc. Brands and businesses are immensely interested in finding different ways to leverage popular and prominent figures as their brand ambassadors on social platforms mainly Instagram and those ambassadors are not necessarily famous celebrities like actors, singers or athletes. The credibility of blogs is also important as it was also found to positively affect the attitude of potential consumers towards the content or blog (Colton, 2018). With the rapid progress, expansion and increase in the demand according to the latest trends in the world of fashion, buyers of fashion garments are becoming more aware, sensitive to fashion trends and their purchasing behaviours are significantly influenced by prevailing and ever-changing fashion trends (Armstrong and Lang 2018). Such fashion trends 8 8 are most commonly led or imitated by fashion leaders or Fashion Influencers (FIs) that also works as self-expression through the way they dress up (Kim and Park, 2016). The fashion industry is one of those sectors that have invested and leveraged from social platforms like Instagram and invested majorly in brand communication strategies and getting more involved with social media influencers especially on Instagram to promote their brand and campaigns.