Impact of Influencer Marketing on Customer Buying Journey: A Study on Global Fashion Brands

Abstract:

The research aimed at assessing the degree of the impact of influencer marketing on the consumer buying journey from the perspective of the global fashion industry. Four factors are identified by the researcher that are affecting the consumer buying journey in the global fashion industry which are enhancing awareness, generating interest, creating desire, and shaping action. The research has followed the conclusive research design, survey research strategy, quantitative data analysis method, simple random sampling technique, primary information source (100 customers of the global fashion industry), positivist philosophy, and regression analysis technique. It determined that influencers are having a 42.2% impact on the consumer buying journey. In every stage of the customer buying journey, influencers are playing an extremely crucial role. However, some recommendations have been given at the end which include picking the appropriate influencer and not controlling the words of influencers.