How consumer perception of social media influencers on Instagram affect their purchase intention in the fashion industry

Abstract

The use of social media influencers (SMI) is increasingly being explored and evaluated by marketers both globally and in Bangladesh. This quantitative research aims to contribute in the field of social media influencer (SMI) marketing, particularly in understanding of factors that affect consumers perception of SMIs on Instagram and how these perceptions can affect their purchase decision for the products being endorsed by these SMIs in the fashion industry. Four hypotheses have been constructed to test and analyze the relationship of the four variables- perceived credibility, likeability, perceived experience, and frequency with the fifth variable- purchase intention. To conduct this study, 110 responses from various Instagram user age groups have been collected as data. Non probability snowball sampling technique was used for this sampling. All the hypothesis of the research are supported and concluded that there is positive statistically significant correlation between each of the first four variables with purchase intention at varying levels of correlation coefficient(r) strength.