A recent study delves into the impact of women’s attitudes towards fashion influencers on their purchase behavior concerning women’s fashion products, focusing on brand attitude and purchase intention as pivotal factors. Drawing from the Theory of Planned Behavior, the research incorporates perceived credibility, influencer expertise, and perceived behavioral control as key determinants. The study gathered data from 290 Indonesian women through an online survey, with 251 valid responses analyzed using SmartPLS 4.0.
The study’s results reveal that all three antecedents significantly influence consumers’ attitudes towards fashion influencers, with credibility emerging as the most potent predictor. These attitudes, in turn, strongly shape brand perceptions and purchase intentions, which play a crucial role in driving actual purchase behavior. Notably, brand attitude acts as a robust mediator in connecting influencer attitude with purchase intention, highlighting the significant impact of influencer marketing in the digital commerce landscape.
This research signifies a valuable contribution to influencer marketing theory by expanding the Theory of Planned Behavior into the realm of digital consumers. Moreover, it offers practical insights for fashion brands operating in burgeoning markets, shedding light on the effectiveness of influencer collaborations in driving consumer behavior.
Women’s fashion has long been a dynamic and evolving industry, influenced not only by designers and trends but also by the rise of social media and digital influencers. The power of influencers, especially in the realm of women’s fashion, cannot be understated. Their ability to sway consumer behavior and shape brand perceptions has transformed the way fashion brands engage with their target audience.
As the digital landscape continues to evolve, understanding the intricate relationship between consumers, influencers, and brands becomes increasingly crucial for fashion marketers. This study provides valuable insights into the underlying mechanisms that drive consumer behavior in response to influencer marketing campaigns, particularly in the context of women’s fashion products.
By dissecting the influence of attitude towards fashion influencers on purchase behavior and exploring the mediating role of brand attitude and purchase intention, this research sheds light on the complex interplay of factors that drive consumer decision-making in the digital age. Understanding these dynamics is essential for fashion brands looking to leverage influencer partnerships effectively and enhance their market presence.
Overall, this study underscores the significance of influencer marketing in shaping consumer behavior and brand perceptions in the realm of women’s fashion. By unraveling the underlying mechanisms that drive consumer attitudes and purchase intentions, the research offers valuable insights for fashion brands seeking to navigate the ever-evolving landscape of digital marketing and capitalize on the influence of fashion influencers.
📰 Related Articles
- Pinterest’s AI Tool Transforms Women’s Fashion Searches for Personalized Style Discovery
- Nicole Scherzinger’s Bikini Fashion: Inspiring Women’s Confidence and Style
- How Montret Redefines Women’s Fashion with Modern Style Choices
- How Lux Cozi’s Pynk Brand Targets Women’s Fashion Growth
- Exhibition Unveils Evolution of Acadian Women’s Fashion Heritage