Social network influencers: the impact towards online apparel retailers on Instagram.

Abstract

The popularity of Instagram platform has been increased among Thai people in these days. Its purpose has been covered not only for social interaction purpose but also extended to e-commerce space. Therefore, the purpose of this paper aims to study the impact of social influencers towards online buying decision of women apparel in Instagram by analyzing from information from females who are active Instagram users. Chi-square analysis of 91 females has revealed that there are the different between macro and micro influencers on females purchasing decision. However, both types of influencers are likely to help female customers reduce perceived risk and create more trustiness towards online brands. At the same time, sponsorship doesn’t have the significant effect towards female purchasing decision. Surprisingly, the younger females are likely to be less active with influencers' page. These findings have later contributed to provide valuable insight for small e-commerce retailers with discovering practical implications to engage with their consumers effectively.