A STUDY OF INFLUENCER MARKETING IMPACTING PURCHASE INTENTION OF CONSUMERS IN THE FASHION INDUSTRY.

Abstract

Influencer marketing become a popular marketing tool for the fashion industry in Thailand. This research aims to identify factors that impact the consumer to buy fashion products through influencer marketing using a quantitative research method by distributing a questionnaire collecting 202 samples. A questionnaire is an online Google form which distributes through online social media platforms. The data is analyzed with descriptive statistics, Pearson correlation analysis, and regression analysis in order to find the factor impacting the purchase intention of consumers as well as provide insights and information to entrepreneurs. The result illustrates that attitude toward influencers, subjective norm, and perceived congruence have a positive relationship toward consumers’ purchase intention which ranked from most influential to least influential. Whereas, influence credibility and influencer expertise have no relationship toward purchase intention. The insight information provides to all stakeholders such as entrepreneurs and influencers. In order to succeed in the implementation of influencer marketing campaigns, entrepreneurs should have strategies related to attitude toward influencer, subjective norm, and perceived congruence to choose the best-fit influencers while influencers also try to create positive attitudes with their followers to increase engagement and interaction.