What is the impact of influencers on the purchase intention of the luxury fashion brands by French generation Z?

Abstract

Luxury market which accommodation tradition once as a synonym of exclusivity has also become a playground for social media where innovative marketing strategies are used. Free social media endeavors for example influencer marketing have risen in prominence, especially among the French Gen-Z community that are very deep into digital influencers. Here, this study was conducted to discover how social media influencers are associated with the buying intent for luxury fashion brands in France among the generation Z population. Particularly, this research aimed to know, how the influencers having category of micro or mega in terms of number of followers, impacts brand perception and consumption behavior. A survey, online, conducting with 102 participants, representing general population was used instead of the quantitative method, assessing their attitude towards influencers, and then, their subsequent effects on their perceptions of luxury brands and intentions to purchase. Analyzing the survey results, we determined that Generation Z consider influential people to be highly influential when making a purchasing decision. Additionally, the importance of micro-influencers cannot be overemphasized in the same regard. The research found that micro-influencers who are real and relatable, easily connect with consumers and induce an optimal emotional response to luxury fashion brands. Therefore, the research shows that influencer marketing is a powerful structural shape of French Generation Z’s perception of luxury brands. So, the luxury brands need to work out a strategy that will help them to be frequently able to advantage of micro-influencers that are more authentic and close to their audience that is young most of the times. This is a condition that can result in engagement growth and create stronger consumer purchase decisions.