Impact of Social Media Fashion Influenc-er’s Characteristics on Purchasing Behav-iour and Intention of Millennials and Generation Z

Abstract

This study investigates the impact of social media fashion influencer characteristics on the purchasing behaviour and intention of Millennials and Generation Z. It aims to understand the influence of traits such as trustworthiness, attractiveness, similarity, expertise, and perceived normalcy on consumer decision-making process within the fashion industry. Employing a deductive approach and realism as the philosophical orientation, this research utilized a mono-method strategy with quantitative questionnaire data collection and analysis techniques. The research onion framework guided the methodological choices, focusing on understanding human behaviour and experiences within the context of social media influencer marketing. The study found that trustworthiness, attractiveness, similarity, and perceived normalcy significantly influence purchase intention among Millennials and Generation Z, with coefficients ranging from 0.199 to 0.312. However, expertise does not exhibit a significant effect on purchase intention. Additionally, attractiveness and similarity demonstrate a significant direct effect on purchase behaviour, underscoring the importance of these factors in shaping consumer actions. Importantly, purchase intention acts as a mediator variable, indicating its role in indirectly influencing purchase behaviour through its significant effect on various influencer characteristics. Future research should explore the interplay between influencer characteristics and consumer demographics across diverse age groups, cultural backgrounds, and socioeconomic statuses, while also examining the enduring impacts of influencer marketing on brand perception, loyalty, and consumer trust, alongside exploring the potential synergies of integrating influencer marketing with other strategies.