The Role of Social Media Influencers in Fashion Marketing: A Study of Trust, Credibility, And Consumer Behaviour

DOI: https://doie.org/10.10399/APER.2025197615

Authors:

Dr. Smita Dron, Dr. Richa Mishra, Dr. Rashi Saxena

Keywords:

Social Media Influencers, Fashion Marketing, Consumer Trust, Credibility, Purchase Behaviour, Digital Marketing, Parasocial Relationships, Content Authenticity.

Abstract:

This study examines the role of social media influencers in fashion marketing, focusing on how credibility, trust, and content authenticity shape consumer behaviour. Using a quantitative design, data were collected from 385 respondents aged 18–45 who actively follow fashion content on Instagram, YouTube, and Pinterest. Key constructs assessed include influencer credibility (expertise, trustworthiness, attractiveness), parasocial relationships, and authenticity. Data were analysed using SPSS 27.0 through reliability testing (Cronbach’s Alpha), correlation, regression, and structural equation modeling.

Results indicate that influencer credibility strongly predicts consumer trust (β = 0.687, p < 0.001), which subsequently exerts a significant influence on purchase intentions (β = 0.721, p < 0.001). Authentic content functions as a critical mediator, generating 2.3 times higher engagement and a 1.8-fold increase in purchase likelihood. Micro-influencers (10,000–100,000 followers) demonstrated higher trustworthiness (M = 4.12) than macro-influencers (M = 3.67), challenging assumptions that follower count directly correlates with influence effectiveness. The findings empirically support the Source Credibility Model and Parasocial Interaction Theory within digital fashion marketing. Practical implications highlight the value of long-term collaborations with credible micro-influencers and an emphasis on authenticity-driven content strategies. Future research should explore cross-cultural dynamics and platform-specific variations in influencer impact.

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