Influencer marketing on social media: Impact on brand perception and consumer behaviour in fashion industry

Abstract

This research was conducted to gather information regarding the impact social media influencers have on consumer behaviour and the perception of brands involved in influencer marketing within the fashion industry. The study was done in Haaga-Helia University of Applied Sciences as a research-based bachelor’s degree thesis for the Degree Programme in International Business in the major specialization of Customer Relationship Management and Communications. The key objective was understanding the feelings of consumers and how influencers working in social media with fashion brands affect the opinions, choices and behaviour of consumers. Additionally, objective was to gain more perspective on the possible negative and positive impact that this modern way of marketing can have on brands and the image they aim to work with.

The research was conducted by theoretical research with literal selection consisting of materials from books, articles and international journals and through online surveys made on Webropol platform which was shared on social media channels both in Spanish and English to gain variable results. The surveys involved different types of question forms such as matrix, multiple choice, and close-and open-ended questions. Data collected was analysed through the documents from Webropol platform.

As a result, what could be found throughout the surveys and theoretical studies is that influencers these days are important for social media marketing in fashion industry as they provide valuable authentic content and recommendations that help consumers with decision-making. Most of the results gave neutral image of influencer impact, despite that, large number of participants follow influencers, and many have made purchase decisions based on recommendations and promotions when it comes to fashion related products as well. However, the negative side when it comes to perception of a brand connected to an individual promoting their products can be strong and affect the brand in a bad way. The image issues that may come with influencers are a potential damaging factor not only for the influencer, but for the perception of the company and their products as well. This is why it is very important to make sure that the choices regarding influencer collaboration is done carefully to make sure that the values align.