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The primary objectives include evaluating the effectiveness of influencer marketing campaigns, assessing the extent of influencer influence on consumer behaviour, and exploring the pivotal role played by influencers in setting and propagating fashion trends. A meticulously crafted questionnaire has been designed, encompassing both open-ended and closed-ended questions, to glean insights from individuals with diverse backgrounds and experiences. The outcomes of this research aim to contribute valuable insights for industry stakeholders, marketers, and influencers, fostering a nuanced understanding of the symbiotic relationship between influencers and the Indian fashion ecosystem. Through a collective effort to comprehend the nuances of this evolving landscape, this study aspires to chart a course for the future of influencer marketing in the realm of Indian fashion.
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Influence Unveiled: A Comprehensive Study on Influencer Marketing in the Indian Fashion Industry Submitted by: Jiya (BFT/20/1200) Srijon Malik ( BFT/20/538)
The contemporary landscape of the Indian fashion industry is intricately interwoven with the digital realm, where social media influencers and celebrities wield significant influence. This research endeavours to scrutinise the multifaceted dynamics of influencer marketing in the context of Indian fashion. By examining the sway of influencers on fashion choices, purchase decisions, and trends, the study seeks to unravel the intricacies of this burgeoning phenomenon. The primary objectives include evaluating the effectiveness of influencer marketing campaigns, assessing the extent of influencer influence on consumer behaviour, and exploring the pivotal role played by influencers in setting and propagating fashion trends. A meticulously crafted questionnaire has been designed, encompassing both open-ended and closed-ended questions, to glean insights from individuals with diverse backgrounds and experiences. The outcomes of this research aim to contribute valuable insights for industry stakeholders, marketers, and influencers, fostering a nuanced understanding of the symbiotic relationship between influencers and the Indian fashion ecosystem. Through a collective effort to comprehend the nuances of this evolving landscape, this study aspires to chart a course for the future of influencer marketing in the realm of Indian fashion. Keywords:Indian fashion industry, digital realm, social media influencers, celebrities, influencer marketing, fashion choices, purchase decisions, fashion trends,Perceived Consumer Effectiveness, Social Influence, marketing campaigns,technology ,marketers, symbiotic relationship.
Effectiveness of Endorsements The endorsement is considered critical in the marketing efforts of organisations to build positive brand imagery and meet business goals. As of late, online influencers have become possible advocates themselves garnering a lot of attention as compared to other marketing tactics such as endorsements by celebrities, and are considered to be cheaper and more effective (Harrison, 2017; Patel, 2016; Talaverna, 2015). While some research has shown that online influencers have a favourable consumer influence (Booth & Matic, 2011) others state that research on influencers in the digital space is inadequate (Godey et al., 2016). According to research company A. C. Neilsen, influencer marketing is responsible for better returns as compared to digital marketing (Tapinfluence, 2017b). While the same report states that celebrity endorsements help achieve higher brand awareness among customers, online influencers are critical in forging product engagement thereby leading to brand loyalty (Tapinfluence, 2017b). Influencers have a smaller segment and hence the communication is sharper. The effectiveness of endorsement is often studied by measuring the source credibility. In particular, more trustworthy an endorser is the perception of consumers toward a product/service (Goldsmith et al., 2000). To help understand consumersโ purchase intention as affected by influencer marketing, this study has expanded on the TPB by breaking down the constructs (subjective norms, attitudes, and perceived behavioural control) along with social learning theory (source credibility and product influencer match-up) as the underlying framework. The authors have studied whether the intentions of an individual to purchase products is influenced by the above mentioned. Further, the study will also categorise the level of influence for various product categories and the type of influencer most suited for different product categories.
In the expansive realm of influencer marketing within the Indian fashion industry, a noticeable lack of ethical frameworks and comprehensive understanding prevails, particularly concerning the effects on network users, notably teenagers and young adults (Farivar et al., 2022). While influencers undeniably wield considerable influence over consumer behaviour, a critical juncture emerges wherein the ethical implications of such influence remain inadequately addresses. The existing literature has underscored the pivotal role of influencers in cultivating a sense of trust among followers, leading to challenges in discerning commercial content from non-commercial content (Evans et al., 2017). This heightened attachment may result in followers' excessive use, raising concerns about problematic engagement and its potential impact on mental well-being (Farivar et al., 2022).
Moreover, the prevailing discourse predominantly focuses on the general use of social media, leaving a substantial gap in understanding the nuanced impact of specific activities such as following influencers, particularly among the age group of 19-24 years old, who are more susceptible to influencer influence. The adolescence and young adulthood phase, constituting Generation Z , presents a critical exploration ground due to the cognitive abilities and advertising literacy not yet fully matured. In light of these identified gaps, the current research endeavours to address the following critical questions: Research Questions: RQ1: How do influencers within the fashion and beauty industries wield influence using social media? RQ2: How does the influencer marketing strategy impact the behaviour and purchase decisions of teenagers and young adults within the Indian context? These research questions aim to shed light on the intricacies of influencer marketing, providing a holistic understanding of both the influencers' strategies and the resulting impact on the behaviour and purchasing decisions of the younger demographic. The pursuit of answers to these questions will contribute to bridging existing gaps in the literature and guiding ethical considerations in the dynamic landscape of influencer marketing in the Indian fashion industry.
The target group was millennials from Tier I and Tier II cities who were technology savvy and internet users with active social media presence (used social media at least once a day). Further, each of the respondents was active followers of influencers (followed at least three influencers and checked updates twice a week). The objective of the examination as mentioned was to better understand To Assess the Influence of Fashion Influencers: We aim to examine the extent to which social media influencers and celebrities shape the fashion choices and purchase decisions of individuals in India. To Evaluate the Effectiveness of Influencer Marketing Campaigns : We seek to understand the effectiveness of various influencer marketing strategies in the Indian fashion industry, including their impact on consumer behaviour and brand engagement. To Explore the Role of Fashion Influencers in Setting Trends: We want to investigate the role of fashion influencers and celebrities in setting and driving fashion trends within the Indian market.
โ Frequency of Engagement: A substantial portion (34.9%) engages with fashion influencers or celebrities on a daily basis, emphasising the continuous impact of influencer content. Weekly engagement is also notable at 27.4%. โ Influence on Choices: The majority (64.2%) agrees or strongly agrees that influencers and celebrities impact their fashion choices and purchase decisions, indicating the persuasive role of influencers in shaping consumer behaviour. Purchase Behaviour: โ Purchase Influence: A significant number (57.5%) claim to have made a purchase based on an influencer recommendation or endorsement, indicating the direct impact of influencers on consumer decisions. Effectiveness of Influencer Marketing: โ Positive Perception: The majority of respondents (77.4%) find influencer marketing campaigns effective (20.8% very effective, 56.6% effective), signifying the success of influencer strategies in the Indian fashion industry. โ Campaign Preferences: Product reviews and recommendations (80.2%) are identified as the most effective influencer marketing campaign type, followed by collaborations and partnerships with brands (39.6%). Fashion Trend Influence: โ Role in Setting Trends: An overwhelming percentage (84.9%) believes that fashion influencers and celebrities play a significant role in setting trends in India, demonstrating the perceived impact on the industry's fashion landscape.
Demographics โ The study is strongly oriented towards the youth, with 84% of respondents falling in the 18-24 age group, indicating a key focus on this demographic in influencer marketing efforts. โ The predominantly female audience (63.2%) suggests that influencer marketing has a substantial impact on women in the Indian fashion industry. โ The significant presence of students (80.2%) emphasises the influence of influencer marketing on a demographic that is likely to be highly engaged with social media.
โ Location:Urban areas are the primary residence for the majority of respondents (73.6%), highlighting the urban-centric nature of influencer marketing impact and its strong connection with city dwellers. Social Media Engagement โ The high percentage (82.1%) of respondents following fashion-related content on social media underscores the widespread influence of digital platforms in shaping fashion preferences โ Instagram is the dominant platform (93.4%) for fashion content, with YouTube also holding a significant share (55.7%), indicating the importance of these platforms in influencer marketing. Influencer Engagement: โ A substantial portion of respondents (34.9%) engages with fashion influencers or celebrities on a daily basis, emphasising the continuous and regular impact of influencer content. โ The majority (64.2%) acknowledging that influencers and celebrities impact their fashion choices and purchase decisions suggests the persuasive role of influencers in shaping consumer behaviour. Purchase Behaviour: โ A significant number (57.5%) claiming to have made a purchase based on an influencer recommendation or endorsement highlights the direct impact of influencers on consumer decisions. Effectiveness of Influencer Marketing: โ The majority of respondents (77.4%) finding influencer marketing campaigns effective signifies the success of influencer strategies in the Indian fashion industry. โ Product reviews and recommendations (80.2%) being identified as the most effective influencer marketing campaign type reflects the importance of genuine opinions in influencing consumer decisions. Fashion Trend Influence: โ An overwhelming percentage (84.9%) believing that fashion influencers and celebrities play a significant role in setting trends in India demonstrates the perceived impact on the industry's fashion landscape, highlighting the influential position of influencers in shaping trends. These inferences collectively paint a picture of influencer marketing as a powerful and effective strategy, particularly among the youth, women, and urban population in the Indian
64.2% of respondents that influencers shape their fashion choices and purchase decisions signifies a profound influence on consumer behaviour. A significant 57.5% admitting to making purchases based on influencer recommendations establishes a tangible link between digital persuasion and consumer action. Effectiveness and Preferences in Influencer Marketing: Our research dives into the effectiveness of influencer marketing campaigns, with 77.4% of respondents expressing positive perceptions. Product reviews and recommendations (80.2%) emerge as the linchpin of success, showcasing the potency of authentic and experiential content. These findings illuminate the strategic avenues through which brands can harness the power of influencers effectively. Setting Trends and Shaping Aspirations: In the grand tapestry of the fashion industry, influencers and celebrities emerge as master weavers, with 84.9% of respondents acknowledging their significant role in setting trends. This attests to their transformative power in shaping not just styles but the very aspirations of the fashion-conscious Indian populace. Research Summary: Unveiling Influence in Fashion and Beauty on Social Media In the realm of digital culture and consumer behaviour, this research delves into two pivotal questions, shedding light on the dynamics of influence in the fashion and beauty industries through social media. RQ1: How do influencers within the fashion and beauty industries wield influence using social media? Our exploration into the first research question unravels the intricate web of influence meticulously woven by influencers in the fashion and beauty domains. Analysing responses primarily from the age group of 18-24 (84%), we decipher the mechanisms and platforms through which these influencers exert their impact. The prevalence of engagement on platforms such as Instagram (93.4%) and YouTube (55.7%) underscores the digital footprint of influencers, and the study investigates the types of content and campaigns that resonate most with the audience. The daily interaction rate (34.9%) reveals the consistent and
influential role played by these personalities in shaping the fashion choices and preferences of their followers. RQ2: How does the influencer marketing strategy impact the behaviour and purchase decisions of teenagers and young adults within the Indian context? Turning our attention to the second research question, we scrutinise the broader impact of influencer marketing on the behaviour and purchasing decisions of the younger demographic in India. The overwhelmingly positive response to influencer effectiveness (77.4%) and the high rate of purchases influenced by recommendations (57.5%) provide valuable insights. Further, the study categorises the most effective influencer marketing campaigns, with product reviews and recommendations (80.2%) standing out as a dominant force. By examining the nuanced responses of teenagers and young adults, this research seeks to decode the symbiotic relationship between influencers and their audience, ultimately shaping the landscape of consumer behaviour in the Indian context. In conclusion, this research offers a comprehensive exploration of the influence wielded by fashion and beauty influencers on social media, unravelling the strategies that resonate with teenagers and young adults in the dynamic Indian market. The findings provide a roadmap for marketers, shedding light on the intricacies of influencer dynamics and their profound impact on consumer choices in the digital age.
