Author(s): Ketan Dhillon
This research investigates how fashion influencers and bloggers affect customer behavior. Samples of 500 people who follow fashion bloggers and influencers on social media were given a survey questionnaire. The survey asked how fashion bloggers and influencers affected consumers’ shopping choices, brand awareness, and fashion preferences. 75% of respondents said that they bought a product after seeing it on a fashion blogger or influencer’s social media account, proving that fashion bloggers and influencers significantly impact consumer behavior, additionally, the findings demonstrated that keeping up with fashion bloggers and influencers raises brand awareness, with 80% of respondents saying they had discovered new companies on social media. The findings also showed that fashion bloggers and influencers significantly affect fashion tastes, with 70% of respondents saying that they had altered their fashion preferences or style as a consequence of advice from fashion bloggers and influencers. This research emphasizes the need to consider these people’s roles in fashion marketing and advertising and the significant effect that fashion bloggers and influencers have on consumer behavior.