Abstract:
The competition in the fashion retail industry is reaching new heights due to various demands of the
fashion consumers. As per the significant growth in the fashion retailing sector, the marketers need to
define the strategies to address their customer intentions. With the increase of ad blocking, shift from
traditional media to online platforms and especially the rapid growth of the social networking sites
(Facebook, Instagram, YouTube, Twitter), fashion retailers have to align their social media strategies
with the online and offline behavior of the consumers. This researcher study mainly focuses upon
understanding the impact of social media influencers and the purchase intention among the consumers.
Objectives of this study were to understand the effectiveness of social influence on consumer purchase
intention for fashion related products, therefore this study has investigated main construct of Influencer
Credibility and Information Quality of the content shared by these social influencers and their
relationship with both Attitude towards reviews and Purchase Intention respectively. Finally, the
researcher further investigates whether there is a mediating effect of Attitude towards reviews on the
relationship between effectiveness of social influence and Purchase Intention. The study commences
with a general overview into the subject of focus, followed by an in depth review of the literature on
the main concepts Influencer Marketing, Purchase Intention and Attitude towards reviews. Based on
the understanding of the literature and concepts with regard to the area of study, the conceptual frame
work was derived.
