PROJECT REPORT

ON

THE DYNAMICS OF INFLUENCING MARKETING IN

THE FASHION INDUSTRY OF INDIA….
EXPLORING CONSUMER BEHAVIOUR AND BRAND
ENGAGEMENT

SUBMITTED BY: SANDHYA GUPTA

PROGRAM: MBA (HR&MARKETING)

SEMESTER: 3rd

ROLL NO: 011

BATCH: 2021-23

FACULTY GUIDE: Dr. SOMA ARORA

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CERTIFICATE

This is to certify that the project titled

THE DYNAMICS OF INFLUENCING MARKETING IN THE FASHION INDUSTRY OF INDIA
submitted for partial fulfillment of the MBA program (Faculty of
Management Studies, Manav Rachna International Institute of Research and
Studies), embodies original work done by me. It has been conducted during
Summer Internship Program in May 2023.

Signature of the Student

Name (in Capitals) : SANDHYA GUPTA
_
Roll Number : 011

____________________________________________________________
Signature of the Faculty Guide :

Name (in Capitals) : DR.SOMA ARORA

Designation :

Signature of the Dean :

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ACKNOWLEDGEMENT

I would like to express my sincere gratitude to all those who have contributed to the
completion of this project.
First and foremost, I would like to thank my supervisor Dr. Soma Arora for her invaluable
guidance, support, and encouragement throughout the entire research process. Her expertise and
insightful feedback have greatly contributed to shaping this project.
I am also grateful to the participants who took part in this study and generously shared their time,
insights, and experiences. Their contributions have been instrumental in gathering the necessary data
and enriching the findings.
I would like to extend my appreciation to the research participants for their willingness to
share their perspectives and experiences. Without their valuable input, this study would not
have been possible.
I am indebted to my colleagues and friends for their support and encouragement during this project.
Their insightful discussions and constructive feedback have been immensely valuable in shaping
my understanding and approach.
I would like to acknowledge the contributions of the academic community, researchers, and authors
whose work and publications have provided a foundation of knowledge for this study. Their
contributions have been instrumental in shaping the theoretical framework and informing the
research methodology.
Finally, I am grateful to my family for their unwavering support, patience, and understanding
throughout this project. Their love and encouragement have been a constant source of motivation.
Once again, I extend my deepest gratitude to everyone who has played a part, no matter how big or
small, inthe completion of this project. Thank you for your invaluable contributions and support.

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CONTENTS

INTRODUCTION................................................................................................................................. 4
RATIONALE ....................................................................................................................................... 6
AIMS AND OBJECTIVES ...................................................................................................................... 7
LITERATURE REVIEW ......................................................................................................................... 8
PERCEPTIONS AND PREFERENCES OF FASHION CONSUMERS TOWARDS INFLUENCER MARKETING8
EFFECTIVENESS OF INFLUENCER MARKETING STRATEGIES IN INDIA ............................................ 12
KEY SUCCESS FACTORS IN INFLUENCER MARKETING CAMPAIGNS IN INDIA ................................. 15
OPTIMIZING INFLUENCER MARKETING STRATEGIES .................................................................... 21
RESEARCH QUESTIONS: ................................................................................................................... 25
RESEARCH METHODOLOGY ............................................................................................................. 26
RESEARCH DESIGN AND APPROACH ............................................................................................ 26
LIMITATIONS:.................................................................................................................................. 29
ETHICAL CONSIDERATION ............................................................................................................... 30
THEORIES ........................................................................................................................................ 31
FINDINGS AND DISCUSSIONS .......................................................................................................... 34
RECOMMENDATIONS...................................................................................................................... 36
CONCLUSSIONS ............................................................................................................................... 37
APPENDIX ....................................................................................................................................... 38
REFERENCES ................................................................................................................................... 53

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INTRODUCTION

WHAT IS FASHION MARKET?

The fashion market pertains to the complex network of economic activities that encompass the creation,
dissemination, and utilisation of fashion merchandise and amenities. The domain in question comprises a range
of industries, including but not limited to apparel, footwear, adornments, beauty products, and fabrics. The
fashion industry is subject to a range of influences, including but not limited to evolving trends, shifting
consumer preferences, cultural dynamics, and marketing tactics. The assortment comprises both premium and
upscale fashion labels, along with mass-market and fast-fashion vendors.

WHAT IS INFLUENCER MARKETING?

A promotion or service is promoted through platforms like social media by an influencer, a representation, or
an influential group of people using the influencer marketing method. Typically, "user-generated content"
(UGC) is what is meant by this. Influencers may receive monetary payments or non-cash rewards like free gifts
or travel. Sometimes influencers are referred to as creators. These two phrases are synonymous and will be used
interchangeably throughout this text.
“People do not buy goods and services. They buy relations, stories, and magic.”
– Seth Godin

RISE OF INFLUENCER MARKETING

Influencer marketing's popularity boom: In the 2010s, social media and influencer marketing both experienced
growth. As the preferred method for connecting with target audiences today, marketers collaborate with
influencers and content producers.
By the end of 2022, the United States spent almost $5 billion on influencer marketing, according to the
Influencer Marketing 2022 Report by eMarketer. This prognosis is $850 million greater than the prior prediction
and $1 billion higher than in 2021.
Whom you ask will determine the "origin story" of influencer marketing. Some would argue that it began with
well-known blog writers. Others can include Jeffree Star, a phenomenon in the fields of music, fashion, and
makeup, who launched his career in 2004 on MySpace.

As soon as brands realized the importance of influencer marketing for their goods and services, they were able
to:
Reaching previously untapped audiences; establishing native connections with receptive audiences on social
media; and enhancing the authenticity of brand messaging.
Trust was crucial throughout the pandemic, which shook the world. During a lockdown, customers turned more
and more to influencers for advice. Audiences interacted more with influencer user-generated content for
entertainment because live entertainment was no longer feasible.

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We now have more influences than before the pandemic, and they are more powerful than before, including:

 Larger audiences: firms can engage with new customers by interacting with a variety of audiences, from
nano-influencers to celebrities.
 More possibilities variety: marketers may collaborate with producers across platforms to provide
content in various formats.
 Higher-quality content: Depending on the size of their following, many influencers have studios where
they can shoot dynamic influencer material.
 Jeffree Star effectively transitioned between the platforms of MySpace, YouTube, Instagram, and
TikTok. Influencers must adapt to the times if they want to remain relevant.
Purchase decisions might be influenced by influencers. Because of this:

 In 2022, influencer marketing costs will account for 7.5 percent of all marketing expenditures, up
from 6.5 percent in 2019.
 Influencer marketing expenses will increase to 12.7% during the following three years.

As per all these researches and data, Influencer Marketing is on the rise and the report will further justify the
significances, strategies of influencer marketing in Indian fashion Industry.

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RATIONALE

In recent years, influencer marketing has emerged as a powerful and influential marketing tool, particularly in
the fashion industry. However, the effectiveness and dynamics of influencer marketing in the Indian context,
specifically within the fashion market, remain relatively unexplored. Therefore, conducting research on the
scope of influencer marketing in the fashion markets of India and its impact on consumer behaviour is essential
for several reasons.

Firstly, understanding the perceptions and preferences of fashion consumers towards influencer marketing is
crucial in developing effective marketing strategies. By gaining insights into their attitudes, motivations, and
behaviours in engaging with influencer-driven content, fashion brands can tailor their approaches to align with
consumer expectations, leading to increased brand engagement and consumer loyalty.

Secondly, examining the effectiveness of different influencer marketing strategies in the fashion industry of
India is vital to identify the most impactful and efficient approaches. By evaluating the influence of celebrities,
fashion bloggers, and industry experts on consumer behaviour, brand engagement, and purchase decisions,
fashion brands can allocate their resources strategically and maximize the return on investment in influencer
collaborations.

Thirdly, identifying the key factors that contribute to the success of influencer marketing campaigns in the
fashion segment of India will provide actionable insights for brands. Factors such as influencer selection,
content authenticity, engagement techniques, and platform choices play a crucial role in campaign effectiveness.
Understanding these factors will enable fashion brands to optimize their influencer marketing strategies,
resulting in enhanced brand visibility, customer engagement, and overall marketing performance.

Lastly, providing actionable recommendations and guidelines for fashion brands to optimize their influencer
marketing strategies is vital. Considering the unique characteristics and preferences of the fashion consumer
segment, along with cultural nuances and market dynamics in India, will allow brands to implement influencer
marketing campaigns that resonate with the target audience, effectively communicate brand values, and drive
desired consumer behaviours.

In conclusion, conducting research on the scope of influencer marketing in fashion markets of India and its
impact on consumer behaviour is important to fill the existing knowledge gap and provide valuable insights and
recommendations for fashion brands. This research will contribute to the development of effective influencer
marketing strategies, help brands better engage with their target audience, and ultimately drive brand growth
and success in the Indian fashion market.

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AIMS AND OBJECTIVES

Aims: To comprehensively investigate the scope of influencer marketing in the fashion market of India and its
impact on consumer behaviour.

OBJECTIVES:
1. To investigate the perceptions and preferences of fashion consumers in India towards influencer
marketing, with a focus on understanding their attitudes, motivations, and behaviours in engaging with
influencer-driven content.

2. To examine the effectiveness of different influencer marketing strategies in the fashion industry of
India, including the use of celebrities, fashion bloggers, and industry experts, in influencing consumer
behaviour, brand engagement, and purchase decisions.

3. To identify the key factors that contribute to the success of influencer marketing campaigns in the
fashion segment of India, considering aspects such as influencer selection, content authenticity,
engagement techniques, and platform choices.

4. To provide actionable recommendations and guidelines for fashion brands in India to optimize their
influencer marketing strategies, taking into account the unique characteristics and preferences of the
fashion consumer segment, and aligning with cultural nuances and market dynamics in India.

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LITERATURE REVIEW

PERCEPTIONS AND PREFERENCES OF FASHION CONSUMERS TOWARDS INFLUENCER

MARKETING

A. Overview of influencer marketing in fashion industry at a global level

Fashion firms are using influencer marketing techniques to expand their audience and increase their
reach. Companies can now invest in marketing campaigns more effectively and achieve a higher return
on investment (ROI) because of the technological disruption of traditional advertising methods and
marketing strategies. Fashion brands may increase their reach through influencer marketing and market
their goods in more creative ways that connect to their core values.

One of the primary elements fostering a favorable view of the market is the fashion industry's rapid rise,
which coincides with the global spread of social media platforms.

In 2021, the market for fashion influencer marketing was estimated at USD 3.01 billion, and it is
anticipated that it would increase at a CAGR of 35.9% from 2022 to 2030. According to projections,
this element will soon help the market continue to grow.

By supplying subscribers and followers with pertinent content, fashion influencer marketing aims to
foster natural conversations about the company and its products.

Fashion Influencer Marketing: by Influencer Type

The fashion influencer marketing market can be divided into segments based on the types of influencers,
including mega, macro, micro, and nano. A person with more than a million social media followers is
referred to as a mega influencer. Small and medium-sized businesses (SMES) as well as large
corporations use a variety of fashion types, including clothing, jewellery, and accessories. Macro-
influencers can be sports, thought leaders, TV personalities, or celebrities with an audience of between
500,000 and 1 million followers. Compared to what brands find with micro- or nano-influencers, macro-
influencer content often has a more polished appearance. This might work better for some brands' target
markets and objectives.
Mid-tier influencers may not have celebrity status, but their followers still regard them as a potent group
of content creators. With audiences between 50K and 500K, this form of influencer provides brands
with a broad reach and a little more engagement than macro- and mega-influencers. Each post's content
is refined but not dated, lending authenticity and familiarity. Although micro-influencers have a
significantly lesser following than mega-influencers, brands consider this group to be significantly more
effective in terms of engagement and trust. This is due to the fact that micro-influencers have a close
relationship with their followers and tend to be more niche-focused. 82% of consumers are more
inclined to purchase a product recommended by a micro-influencer. With the tiniest number of
followers, nano-influencers offer brands a modest and likely narrower reach. What brands lose in terms
of reach, they gain in terms of engagement rates. At 8.8 percent, nano-influencers have the highest
engagement rate of all influencer types. This type of influencer creates content that is highly authentic
and tailored to the audience, so brands working with them can expect a unique experience.

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As per GME reports, the largest market share for the foreseeable future. Nano influencers, who have
higher engagement rates with their following, enable fashion firms to interact with a more niche
demographic. This makes it possible for brands to carry out their marketing strategies and enter markets
more successfully. Because their audiences and followers are more tightly related, nano influencers are
less likely to have fake followers. This increases fashion brands' understanding of consumer
expectations and preferences. The micro-influencers are expected to grow at the quickest rate during
the forecast period. Despite having more followers, nano influencers are less adaptive than micro-
influencers. Thanks to their increased following, fashion firms are better able to study the demographics
of their customers.
They are able to design and create better products and content as a result. By using marketing methods
that make use of fashion influencers, fashion firms can improve their reputation with consumers and
cultivate fruitful customer connections.

Fashion Influencer Marketing Market: by Fashion Type

The market for fashion influencer marketing can be divided into three categories based on the type of
fashion: jewelry & accessories, clothes, and beauty & cosmetics. The market's largest share is
anticipated to go to the beauty and cosmetics sector. Fashion-oriented manufacturers of cosmetics and
beauty goods are using social media to build favorable brand connections and boost their sales. Personal
preference, skin type, and tone all play a role in the selection of skincare products. Followers of
influencers can rely on the promotional and instructional videos that influencers provide to better
comprehend the items. During the projected period, the apparel segment is anticipated to increase at the
fastest rate. In images, videos, and tutorials, fashion influencers wear the clothing line they are
endorsing, which affects their followers' purchasing decisions. Influential people in the fashion industry
start new trends and utilize hashtags to spread them further. Fashion companies can monitor hashtags
to examine how their products are perceived and discussed on social media.

Fashion Influencer Market: by region

It is anticipated that North America will hold the majority of the market during the forecast period. Due
to the widespread use of social media and easy access to high-speed internet, the region controls the
market for fashion influencer marketing. Fashion companies may reach a bigger audience because a
sizable number of North American customers are in the 18 to 34 age group. The APAC area is estimated
to develop at the fastest rate throughout the forecast period. The presence of multiple big fashion brands
in APAC and the numerous fashion weeks that are held there are expected to increase demand for
fashion influencer marketing in the area.

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B. Overview of influencer marketing in fashion industry in India

Influencer marketing employs well-known and specialized content creators to increase a company's
target market's exposure to its messages and traffic. This partnership between brands and creators allows
businesses to expand their reach across multiple consumer personas in order to reach the desired
audience. As there are already over 2 million content creators operating in India across a variety of
industries, businesses have access to a sizable creator economy to tell their stories.
Recent developments have resulted in the majority of Indian businesses having a social media
connection with the creative sector. Brands benefit from an increase in conversion contact points,
consumer loyalty, brand retention, and product awareness.

In addition to being a cost-effective method for reaching and engaging audiences, influencer marketing
with nano, micro, and mid-tier influencers is also a useful method for accumulating a substantial content
repository that can be utilized in the future.
Social media influencer-generated native advertising is a particularly effective form of content
marketing. According to a recent survey, 49% of social media users rely on influencer recommendations
when making purchasing decisions, making social media a highly desirable environment for brands.
Brands are currently investing in media to promote the finest influencer-generated content to their target
audience.

Statistics and growth of the industry

According to the Influencer Marketing Report, the Indian influencer industry is expected to develop at
a compound annual growth rate of 25% through 2025, when it will be valued at Rs 2,200 crore. India
has more than 448 million daily active social media users who spend an average of 2 hours and 25
minutes online.

The sector's market value was anticipated to reach 28 billion Indian rupees by 2026. As of 2022,
approximately 55 million urban Indians utilized all types of influencers directly.
Influencer marketing, once viewed as a passing novelty, has quickly become an indispensable weapon
in a brand's marketing arsenal. Influencer marketing is presently regarded as a vital advertising tactic,
as it has been implemented in 93% of marketing initiatives.

More than 400 million Indians had access to social media prior to the pandemic, according to a report
by GroupM and Exchange4media Group on India's Influencer Marketing industry. This number has
increased dramatically, and consumer behavior has shifted substantially. 70% of the volume of
influencer marketing is accounted for by the top four categories, namely Personal care (25%), F&B
(20%), Fashion & Jewellery (15%), and Mobile & electronics (10%). Influencers contribute 73%, while
personalities contribute 27%, and nearly two-thirds of Indians follow an influencer.

Impact of Social Media Influencers on Consumers

Given the impending social media frenzy, it is reasonable to state that people's purchasing decisions are
heavily influenced by the opinions of other consumers. In the past, people only regarded businesses and
their products prior to making a purchase; however, today, they also seek specific recommendations
and endorsements from their peers and preferred figures.This is how influencer marketing began, and
it is on its way to becoming the next great thing. A person who has an impact on a specific group of
audiences and can influence their purchasing decisions through endorsements and product advertising
is an influencer. When an influencer endorses a product, their followers are more likely to purchase it.

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 Influencer marketing utilises influencers to communicate a brand's objective to a particular
demographic. In the era of the ubiquitous web, digital influencers have transformed into influential
third-party endorsers. Utilising social media influencers, fashion brands effectively disseminate
product information and the most recent promotions to online followers via multiple social media
platforms, such as Facebook, Instagram, Twitter, and YouTube.

C. Consumer’s perception towards Influencer Marketing

Influencer marketing influences the consumer decision-making process.On the market's stage,
consumers are the actors. In general, consumers are individuals who purchase or utilise goods and
services; however, there is a minor distinction between shopper and consumer. Individuals who operate
as ultimate, industrial, or institutional purchasers are buyers. Throughout the purchase and disposal of
products, services, concepts, or experiences, consumers display a variety of behaviour patterns. They
are keenly observing the fashion industries' signals so that they can form perceptions that meet their
requirements.

Fashion is defined as "the process of social diffusion through which a new style is adopted by some
group of consumers." Fashion has both economic and social significance and provides individuals with
a means of self-expression and identity formation.
The information available in society, such as advertising, magazines, celebrities, the Internet, friends,
family, and fashion bloggers, influences the fashion decisions of consumers. Moreover, purchasing
fashionable items is a laborious task that requires consumers' participation in greater detail. Today,
social influencers, such as journalists, celebrities, bloggers, publications, and brand advocates, are
regarded as "the most powerful force in the fashion marketplace." They influence the purchasing
decisions of customers based on their personal opinion, ability, and position, and are frequently
regarded as experts in their field.As consumers tend to follow trends and "must have" fashion, social
influencers have a great deal of authority over consumers' purchasing decisions and can influence what
becomes a trend and "must have" fashion imitate their style and view them as product category experts.
In today's society, social influencers exert a greater influence on consumers than in the past.

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EFFECTIVENESS OF INFLUENCER MARKETING STRATEGIES IN INDIA

What does this therefore have to do with influencers? How does influencer marketing affect the conduct
of consumers? Why is influencer marketing so important for companies seeking to promote themselves?
The majority of markets are currently saturated with brands. To increase brand recognition, brands must
differentiate themselves from the competition and provide consumers with something unique. A brand
must be perceived by consumers as providing superior value. To convince consumers to purchase their
products, businesses must employ at least one of Cialdini's principles of persuasion.

That is exactly what influential individuals do.

The appropriate influencer marketing strategy can assist you in establishing credibility, brand loyalty,
and authenticity while convincing consumers that purchasing from you is a once-in-a-lifetime
opportunity. Influencers can increase brand awareness, brand loyalty, and conversion rates by
leveraging the trust and loyalty they've earned from their followers and by transmitting their established
social evidence. This is ultimately the key to influencing consumer purchasing decisions and behaviour.

In recent years, influencer marketing has garnered popularity as a potent instrument for fashion
companies to communicate with their target demographic and influence consumer behaviour. This
section provides a literature review on the effectiveness of various influencer marketing strategies in
the Indian fashion industry, with a focus on the use of celebrities, fashion influencers, and industry
specialists.

Fashion companies have always utilised celebrities as influential figures to endorse their products and
interact with consumers. According to research (Bhattacharya et al., 2017; Jain et al., 2019), celebrity
endorsements boost brand perception, increase buy intentions, and increase sales in the Indian fashion
industry. Nonetheless, it is essential to evaluate the celebrity's credibility and connection to the brand
and target audience, as inconsistency or overexposure can result in diminished efficacy (Kulkarni et al.,
2018).

Utilising their expertise, authenticity, and relatability, fashion bloggers have emerged as influential
figures in the Indian fashion industry. Multiple studies have examined the influence of fashion bloggers
on consumer attitudes and purchasing decisions. (Rahman et al., 2020; Singh and Rani, 2019) found
that fashion bloggers may significantly influence brand perception, trust, and purchase behaviour
among their followers. The capability of fashion bloggers to generate personalised and interactive
content resonates with the Indian audience, enabling businesses to expand their reach and participation.

In the Indian fashion industry, fashion designers, stylists, and influencers with specialised knowledge
play a crucial role in shaping consumer attitudes and behaviours. According to studies (Dwivedi et al.,
2017; Gupta et al., 2020), industry expert endorsements may increase brand legitimacy, generate
aspirational value, and stimulate purchase intentions. Collaborations between fashion companies and
industry experts enable the creation of original content and narratives, fostering a sense of authenticity
and competence.

It is important to note that the effectiveness of influencer marketing strategies in the Indian fashion
industry is determined by a number of factors, including the characteristics of the target audience, the
relevance of the content, and the influencers' perceived authenticity. In addition, the social media
platforms employed, such as Instagram, YouTube, and TikTok, may impact the reach and engagement
of influencer-driven campaigns in the Indian context.

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Overall, the literature highlights the significance of influencer marketing strategies in the Indian fashion
industry. Using the influence of celebrities, fashion bloggers, and industry experts, brands can
effectively communicate with consumers, alter their opinions, and influence their purchasing decisions.
However, additional research is required to investigate the complexities of these strategies, taking into
consideration Indian fashion industry-specific factors such as audience segmentation, content
authenticity, and platform dynamics.

In addition, research has demonstrated that influencer selection is crucial for determining the
effectiveness of influencer marketing campaigns in the Indian fashion industry. Mishra and Mishra
(2020); Sharma et al. (2018; Mishra and Mishra, 2020). Influencers who communicate authentically
with their followers and consistently generate high-quality content are more likely to evoke positive
consumer responses and engagement.

The authenticity of influencer content is another essential factor influencing the efficacy of influencer
marketing in the Indian fashion industry. Transparency and authenticity are highly valued by
consumers, and they expect influencers to share genuine thoughts and experiences. According to
research, information that is excessively promotional or deceptive may result in consumer scepticism
and disengagement (Kaur et al., 2021; Raghunath and Chandrasekaran, 2018). Consequently, marketers
must ensure that influencer-generated content achieves a balance between promotional messages and
an authentic narrative.

Engagement strategies with influencers are crucial for influencing consumer behaviour in the Indian
fashion industry. Interactivity, personalization, and responsiveness are crucial elements that can
increase customer engagement and foster a sense of connection with a brand (Kumar et al., 2019; Patel
et al., 2020). Influencers use successful engagement techniques such as collaborative campaigns,
contests, and interactive Q&A sessions to encourage audience participation and create a sense of
community.

In conclusion, the social media platforms utilised can have a significant impact on the effectiveness of
influencer marketing campaigns in the Indian fashion industry. Instagram has become a significant
platform for fashion influencers, allowing them to showcase products, designs, and trends
(Chandrashekaran et al., 2019; Kaur et al., 2020). YouTube and TikTok also provide opportunities for
influencers to create entertaining video content, instructional videos, and fashion hauls that appeal to a
broad audience. Understanding the preferences and behaviours of the target audience across multiple
platforms is essential for companies seeking to optimise their influencer marketing efforts.

Several studies have examined the impact of influencer marketing on the purchasing decisions of Indian
fashion consumers. The findings indicate that influencer recommendations and endorsements may have
a significant impact on consumers' propensity to purchase fashion items (Kumar et al., 2021; Singh and
Soni, 2019). Consumers view influencers as knowledgeable and reliable information sources, and their
recommendations may serve as social proof, validating the desirability and quality of fashion products
(Kulkarni and Jambhekar, 2020; Sharma et al., 2019). Agrawal et al. (2021) and Joshi et al. (2018)
found that influencer marketing substantially increases brand recognition, brand image, and brand recall
among Indian fashion consumers. Influencers' ability to generate engaging and pertinent content enables
companies to increase their exposure and establish a strong brand presence in the competitive fashion
industry.

In addition, research has examined the function of various categories of influencers in the Indian fashion
industry. Massive influencers, such as celebrities and well-known figures, have a vast audience and can
generate substantial brand awareness (Bhaskaran and Sukumaran, 2020; Ghosh et al., 2019). They are

14
frequently associated with aspirational lifestyles and can influence consumer perceptions and
purchasing decisions. In contrast, micro and nano influencers, who have smaller but highly engaged
follower bases, are viewed as more relatable and genuine, and their recommendations are viewed as
more reliable (Sinha and Gupta, 2020; Verma et al., 2021).
Fashion brands in India can utilise the distinct benefits of various influencer categories to accomplish
specific marketing objectives and target distinct customer segments.

In addition, the literature emphasises the significance of measuring the efficacy of influencer marketing
campaigns in the Indian fashion industry. KPIs such as engagement metrics (likes, remarks, and shares),
reach, brand mentions, and conversions are frequently used to evaluate campaign success (Singh and
Kalra, 2021; Verma and Singh, 2019). Brands are utilising data analytics and social listening tools to
gain insights into consumer sentiment, monitor campaign performance, and make data-driven decisions
to optimise influencer marketing efforts (Mittal et al., 2020; Sengupta et al., 2021). By perpetually
monitoring and analysing campaign results, brands can make the necessary adjustments and improve
their influencer strategies.

In conclusion, the literature on influencer marketing in the Indian fashion industry emphasises its
substantial impact on consumer behaviour, brand engagement, and purchase decisions. The selection of
influencers, the utilisation of various influencer categories, and the evaluation of campaign efficacy are
crucial factors for fashion brands seeking to leverage influencer marketing effectively. By
understanding these dynamics and aligning their strategies with the preferences and behaviours of
Indian fashion consumers, brands can strengthen their market presence, increase customer engagement,
and achieve their marketing goals. To keep up with the swiftly changing influencer landscape and
consumer trends in the Indian fashion market, however, ongoing research and industry insights are
required.

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KEY SUCCESS FACTORS IN INFLUENCER MARKETING CAMPAIGNS IN INDIA

In recent years, influencer marketing has emerged as an effective strategy for fashion brands to engage their
target audience. Understanding the factors that contribute to the success of influencer marketing campaigns is
essential for fashion companies in India to optimise their marketing efforts and attain their desired results. The
purpose of this literature review is to investigate the factors that significantly impact the effectiveness of
influencer marketing campaigns in the Indian fashion industry.
Influencer Marketing: The meticulous curation of influencers stands as a crucial determinant of the efficacy
of influencer marketing initiatives. The significance of influencers' relevance, credibility, and authenticity
cannot be overstated in terms of their impact on consumer engagement and brand perception.

Authenticity of Content: The genuineness of content is a crucial element in influencer marketing initiatives.
The perception of authenticity and relatability in content has been found to have a positive impact on trust,
engagement, and brand associations.

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Engagement Strategies: The implementation of effective engagement strategies, such as the cultivation of
meaningful interactions with followers, can facilitate the development of a sense of community and enhance
the relationship between a brand and its consumers.

Social media Platform: The effectiveness of influencer marketing campaigns is influenced by the choice of
social media platforms utilised. Comprehending the inclinations and conduct of the intended audience on every
platform is imperative for efficient campaign strategizing.

Measurement and Analytics: The precise measurement and analysis of data are imperative in evaluating the
efficacy of influencer marketing initiatives. The act of defining precise goals and identifying key performance
indicators (KPIs) facilitates the assessment of the effectiveness of influencer collaborations.

Content Relevance and customisation: The customization and relevance of influencer-generated content to
the target audience's preferences and interests can enhance consumer engagement and resonance.

Diversity and Inclusion: Incorporating a variety of perspectives and demographics in influencer marketing
campaigns can enhance a brand's image by promoting inclusivity and relatability.

Authenticity and Transparency: The upholding of authenticity and transparency in influencer partnerships,
which encompasses the explicit disclosure of sponsored content, fosters trust and conforms to the values of the
audience.

Audience targeting and Niche Influencers: The identification and targeting of the appropriate audience,
coupled with collaboration with niche influencers who possess a dedicated following within specific fashion
niches or demographics, can potentially result in superior campaign outcomes.

Undoubtedly, the fashion industry has been significantly impacted by the emergence of social media.
Instagram is a highly utilised network within this particular industry. At present, the platform boasts a user
base exceeding 500 million individuals, a significant proportion of whom subscribe to prominent fashion
influencers and established brands that maintain a presence on the platform.

Similarly, there exist additional social media platforms where individuals engage with content pertaining to
the realm of fashion. Moreover, one might assume that prominent brands do not require additional exposure;
however, the reality is quite the contrary. They are consistently implementing novel tactics that can be cited
in the event that one possesses a fashion enterprise of their own.

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The social media's impact on the fashion industry

The fashion industry is significantly impacted by social media platforms. Apart from Instagram, there are
other platforms that are utilised by a significant number of consumers who exhibit an interest in fashion trends.
Thus, it can be posited that the fashion industry is significantly impacted by social media. These are several
factors contributing to the aforementioned phenomenon.

Collaborate with individuals who have a significant following on social media platforms to promote a product
or service.

The evolution of social networks has been marked by various transformations, with one of the most noteworthy
being the emergence of individuals who possess the ability to exert an impact on the choices made by
consumers. Individuals such as models, bloggers, celebrities, and social media personalities hold significant
importance in contemporary society. The significance of their content surpasses our current understanding.

According to recent research, a majority of adolescents, specifically 71%, exhibit a greater inclination towards
placing their trust in influencers as opposed to recommendations originating from conventional celebrities.
The percentage in question is not arbitrary but rather derived from empirical data produced by research
conducted by Google. The promotional efficacy of each influencer is closely associated with the size and
loyalty of their respective fan bases.

The establishment of collaborations with influencers is deemed advantageous for fashion companies as it
enables them to effectively promote their products. They serve as a marketing channel through which one can
effectively advertise their products.

Advocate for the promotion and preservation of diversity.

Within the realm of fashion, a notable development has been the increased inclusion of diverse individuals.
To clarify, contemporary brands are not constrained by the conventional beauty norms of previous eras. The
physical attributes of a freelance model, such as ethnicity, skin tone, height, and stature, do not hold
significance. The presence of a disability or an individual's gender is inconsequential.

As per expert analysis, the majority of models featured in the fashion shows during the summer of 2022 were
individuals belonging to ethnic minority groups. Consequently, a considerable number of consumers have
become increasingly engaged with the fashion industry.

Individuals who previously experienced a lack of representation within the beauty industry can now appreciate
the increased diversity and accessibility to attire that aligns with their personal preferences. A fashion label
that caters to a diverse range of individuals has a greater potential to garner favourable consumer perceptions.
Moreover, they have the opportunity to engage with a wider audience and cooperate with diverse thought
leaders.

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Achieve widespread popularity and dissemination through online sharing and social media platforms.

This represents one of the most noteworthy alterations in the realm of social media. Fashion brands can take
advantage of trends on social media, as they tend to heavily influence the platform. Brands possess the ability
to adjust themselves according to the current circumstances, which is the underlying factor behind their
success. Moreover, the application of creativity can initiate the establishment of new trends.

An instance of a social media trend that has gained widespread popularity is a viral dance that features
individuals adorned in summer attire. The current period presents a favourable opportunity to market apparel
items such as dresses made of lightweight materials and shorts, among other similar products. Alternatively,
a challenge can be initiated on social media, encouraging individuals to utilise one of your offered products.

Undoubtedly, staying abreast of the latest trends on social media is a challenging task. It is imperative for
brands to take into account their intended audience and the social media platforms that they use most
frequently.

What are the social media platforms that have an impact on the fashion industry?

Social media platforms play a pivotal role in effectively influencing the audience within the fashion industry.
Several platforms that are becoming increasingly popular in India include:

It is imperative for fashion brands to leverage social media platforms in order to execute an effective marketing
plan. It is imperative for an entity to possess a unique characteristic that sets them apart from their rivals and
enables them to effectively market their innovations. Nonetheless, Instagram and Facebook have emerged as
the preferred communication platforms for executing pragmatic endeavours. Similarly, in the discourse of the
impact of social media on fashion, the role of Pinterest cannot be overlooked.

Instagram

Instagram wields significant influence within the fashion sector. It is peculiar when a fashion label lacks
representation on this particular platform. Why? Due to its status as a communication platform boasting over
one billion monthly active users. Furthermore, it is noteworthy that the aforementioned location has become
increasingly popular among both established and emerging social media influencers.

This social platform is widely used due to its user-friendly interface, which allows individuals to easily upload
various forms of content, including photographs. Hashtags can be used as keywords to guide individuals'
searches. Within the realm of fashion, several frequently used hashtags include "fashionista, "shoes, "look,
"moda, "model, and "shopping.

Primarily, it serves as an optimal medium to form partnerships with fashion bloggers. This social network is
highly dynamic and privileges the creation of original content by fashion brands that prioritise not only product
offerings but also lifestyles.

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Companies utilising this particular social media platform have the capability to employ tags in order to
emphasise the pricing of their merchandise as well as incorporate hyperlinks to their respective websites.

Facebook

The utilisation of this particular social media platform is significant in the context of fashion purchasing. The
channel serves as a means by which adolescents seek inspiration for fashion. Based on research findings,
Instagram is the primary platform, while Facebook is the secondary platform for exploring fashion-related
news.

One can implement cost-effective yet highly impactful advertising strategies through various social media
platforms. Regarding Facebook, a platform with over 2 million monthly active users, any fashion brand has
the ability to establish a presence.

Facebook can serve as a valuable resource for individuals who lack an online storefront. It facilitates the
establishment of a retail outlet in a straightforward manner. It is feasible to generate a product catalogue for
the purpose of presenting it to a target audience.

Undoubtedly, it must be acknowledged that this particular social media platform serves as a catalyst for
accessing a vast audience with minimal financial resources. Similarly, various categories of advertisements
can confer benefits on enterprises specialising in the fashion industry. The presentation of merchandise
available for purchase can be accomplished by means of either catalogues or a collection advertisement format.

Pinterest

Despite not being as highly regarded as Instagram or Facebook in the realm of fashion, Pinterest boasts a
monthly user base of over 350 million individuals. Pinterest serves as an accessible platform for various
fashion brands as it caters to a diverse user base, predominantly comprised of women, who actively seek
inspiration to curate their optimal wardrobe ensembles. This results in a significant increase in website traffic
for the brand.

It is imperative to specify that Pinterest, in contrast to the aforementioned fashion-oriented social networks,
does not engage in direct product sales. Nevertheless, a considerable number of individuals utilise the platform
for the purpose of conducting transactions.

In summary, the platform serves as a viable channel for the fashion industry. This strategy enables brands to
effectively target a vast audience while retaining unique attributes that distinguish them from their competitors.

A comparative analysis of social media platforms in the post-pandemic era

Anticipated trends in influencer marketing for the year 2023 are currently being formulated; however, the
trends of video and micro-influencers have already emerged.

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 According to the reports, the emergence of COVID-19 caused a significant shift in the landscape of social
media. Nevertheless, the reorganisation resulted in some favourable alterations as well.

Authentic content is a prerequisite for engaging audiences. Consumers tend to avoid feeling coerced into a
purchase and are likely to avoid marketing strategies that come across as overly promotional.

During the pandemic, the reality of the world was perceived as unprocessed, leading viewers to crave
unadulterated and spontaneous content for both amusement and social interaction. The demand for influencer
videos was met, as evidenced by the significant surge in the popularity of numerous influencers.

In the aftermath of the pandemic, there is a heightened expectation for authenticity among audiences, who
have established their preferred viewing locations.

According to recent data, Instagram remains the dominant platform for influencer marketing expenditures,
accounting for 43.1% in 2019, 44.7% in 2022, and 44.5% in 2024.

The popularity of Facebook is decreasing. In 2019, the platform garnered a share of 20.8 percent in influencer
marketing spending, which decreased to 16.5 percent in 2021 and further declined to 13.3 percent in 2024.

YouTube's viewership is experiencing a decline. In 2019, this particular entity accounted for 25.2 percent of
the total expenditure on influencer marketing. This figure decreased to 21 percent in 2021 and is projected to
further decline to 17.2 percent by 2024.

The creation of captivating video content is initiated by its duration. Videos that are less than 60 seconds in
duration are classified as short-form. However, the most effective duration for such videos is between 31 and
60 seconds.

Conclusion: The success of influencer marketing campaigns in India's fashion industry is contingent on a
number of factors, including influencer selection, content authenticity, engagement strategies, platform
selection, measurement and analytics, content relevance, diversity and inclusivity, authenticity and transparency
and audience targeting and niche influencers. By considering and incorporating these key factors, fashion brands
in India can optimise their influencer marketing strategies and effectively engage with their target audience,
resulting in enhanced brand perception, increased consumer engagement, and, ultimately, business success.

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OPTIMIZING INFLUENCER MARKETING STRATEGIES

Influencer marketing has garnered significant traction in the fashion industry, and fashion brands in India are
increasingly employing this tactic to engage with their target audience. To optimise influencer marketing
strategies in the Indian fashion market, it is necessary to comprehend the distinctive characteristics and
preferences of Indian fashion consumers and to align with the cultural nuances and market dynamics of the
region. The following research provides valuable insights and suggestions for fashion brands in India attempting
to optimise their influencer marketing efforts.

Schiffman and Kanuk (2010) noted that the consumer's purchase decision is influenced by a number of
measurements, including: (1) the measurement of culture, which has the most influence and is the most
significant; and (2) the measurement of income, which is the second most significant. extensive in the behaviour
of consumers, so marketers need to understand the influence of culture, sub-culture, and social class of
consumers; (2) social measurement, which must be considered when designing a marketing strategy because
these factors can affect consumers' purchasing decisions; and (3) economic measurement, which must be
considered when designing a marketing strategy because economic conditions can affect.
In order to optimize influencer marketing strategies in the current market, it is imperative to take into account
the unique characteristics and inclinations of Indian fashion consumers. Numerous scholarly investigations have
examined diverse determinants that facilitate the effectiveness of influencer marketing initiatives within the
Indian setting.

An important factor to take into account is the process of selecting influencers. The researches has emphasised
the significance of aligning the brand with influencers who exhibit resonance with the target audience and
embody the values and aesthetics of the Indian fashion market. This practise results in enhanced consumer
engagement and credibility.
The authenticity of the content is a critical factor. The Indian consumer demographic exhibits a preference for
authentic and relatable content disseminated by influencers. Research has highlighted the importance of
fostering genuine experiences, open brand partnerships, and truthful viewpoints in order to establish trust and
reliability with the target demographic.

The implementation of engagement strategies is crucial to maximising the effectiveness of influencer marketing
endeavours. The active involvement of Indian fashion consumers on social media platforms underscores the
importance of generating interactive and captivating content. Incorporating interactive elements, such as polls,
Q&A sessions, or challenges, has the potential to augment consumer engagement and foster a communal
atmosphere.

The selection of a platform is another critical factor to take into account. The Indian fashion consumer
demographic continues to exhibit a strong affinity towards Instagram; however, alternative platforms such as
YouTube and TikTok are also experiencing a surge in popularity. Comprehending the platform inclinations and
actions of the intended demographic can assist apparel companies in discerning the optimal avenues for their
influencer marketing initiatives.

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Furthermore, it is imperative to take into account cultural nuances while enhancing influencer marketing tactics
within the Indian fashion industry. The varied cultural topography of India necessitates tailored methodologies
that align with distinct regions, festivals, and customs. Modifying influencer campaigns to conform to these
cultural subtleties can augment brand pertinence and entice a broader demographic.
The optimisation of influencer marketing strategies in the Indian fashion market is significantly influenced by
market dynamics. The Indian fashion industry is distinguished by fierce competition, swift market fluctuations,
and dynamic shifts in consumer preferences. Sustaining pace with these fluctuations necessitates persistent
surveillance and modification of influencer marketing methodologies.
In addition, strategic partnerships with regional influencers and creators of content have proven to be a highly
efficacious approach within the Indian fashion industry. The influencers possess a profound comprehension of
the regional culture, fashion inclinations, and consumer conduct, thereby enabling them to produce content that
strongly connects with the intended audience. Collaborating with indigenous influencers can facilitate fashion
enterprises' forging an authentic bond with the Indian populace and capitalising on their pre-existing
followership.

The significance of data analytics and insights in enhancing influencer marketing strategies should also be
acknowledged. Fashion brands can obtain significant insights into consumer behaviour, content performance,
and campaign effectiveness by utilising data-driven approaches. This facilitates the ability of individuals or
organisations to make well-informed decisions, optimise their approaches, and efficiently allocate resources
towards the attainment of desired results.

Moreover, it is imperative to integrate influencer marketing tactics with the wider marketing mix to achieve
favourable outcomes. The integration of influencer campaigns with other marketing channels and initiatives,
such as social media advertising, PR activities, and brand collaborations, can establish a unified and
comprehensive brand presence in the Indian fashion market. The combination of various marketing strategies
can enhance the effectiveness of influencer marketing and foster the advancement of the enterprise as a whole.

Finally, it is noteworthy to emphasise the significance of ongoing assessment and enhancement of influencer
marketing tactics. The Indian fashion industry is characterised by its dynamic nature, with consumer preferences
and trends undergoing continuous evolution over time. Systematic monitoring, quantification of essential
performance metrics, and collection of feedback from customers can yield valuable insights for optimising
influencer campaigns and ensuring their sustained efficacy.
Through careful consideration of these factors, fashion enterprises operating in India can enhance their
influencer marketing tactics and successfully establish a connection with the Indian fashion consumer
demographic. Adapting influencer campaigns to suit the unique characteristics and preferences of the Indian
market can facilitate the establishment of robust brand-consumer relationships, enhance brand engagement, and
ultimately augment business success within the Indian fashion sector.

Here is a great case study, of one of the leading fast fashion brands of the world, HnM, who had a successful
campaign at global level with a mission of driving their sales during holiday season.
This case study examines the use of various celebrity influencers by H&M to endorse its holiday collection. By
means of partnerships with notable figures in the fashion industry, H&M created four videos that were highly
captivating and exhibited a variety of its latest holiday ensembles to a consumer base of over 12 million. The
present case study involves an analysis of the factors that contributed to the success of the campaign.

23
Goals

Enhance the recognition and appeal of the H&M brand throughout the festive period.

Boost apparel sales, particularly for the seasonal collection.

To generate genuine content and messaging for H&M, it is imperative to tailor the content to each celebrity's
personality and lifestyle. This approach ensures that the content aligns with the individual's values and
preferences, resulting in an authentic representation of the celebrity.
Approach
The approach adopted by H&M involved collaborating with four prominent celebrities. Each of the public
figures shared a brief 10-second preview clip alongside a complete 1-minute advertisement on various social
media platforms such as Twitter, Facebook, and Instagram. The campaign involved a collective of influencers
who each contributed six posts, resulting in a total of 24 posts for the campaign. Every post contained the
hashtag #hm and a hyperlink to the official website of H&M.
The selected influencers
The influencers were selected at a global level, including some famous names like: PEYTON LIST; renowned
American actress and model, recognised for her notable portrayals in productions featured on the Disney
Channel, as well as her involvement in the Diary of a Wimpy Kid cinematic franchise, HANNAH SIMONE;
British-Canadian television personality, actress, and former fashion model who gained recognition for her
portrayal on the television programme titled New Girl, TYLER POSEY; Actor best known in the United States
for his lead role in the MTV series Teen Wolf, JANA KRAMER; She is a country music performer and
American actress best remembered for her appearance on One Tree Hill a TV programme.
Results:
The results of this campaign were quite impressive as it got a views in total of 12 million users on you tube,
Engagement of 1.3M+ likes, 14K+ Comments, 19K+ shares overall. Whereas, the engagement was 10%
reaching its desired goal successfully.
Pre-release promotional clips, extracted from the complete advertisement, were disseminated a few days prior
to the official release of the full-length video. This approach proved effective in generating interest and
enthusiasm for the marketing initiative. Furthermore, through the utilisation of dual presentations, H&M
effectively expanded their audience reach and enhanced the exposure of their promotional initiative. The short
clip featuring Peyton List and Jana Kramer garnered higher viewership and engagement compared to the full-
length video. This suggests that in certain instances, a concise video clip may prove to be more impactful than
content that is longer in duration.
Reason of success:
1. Chose the Right Influencers
H&M made a judicious selection of celebrity influencers. Instead of allocating the entire budget of the
campaign towards the most prominent celebrity influencer that was financially feasible, H&M opted
for multiple celebrities with relatively lower levels of fame but with a significantly engaged and
dedicated social media audience. Regarding influencer marketing, it is important to note that a larger
following does not necessarily equate to greater success. H&M's recognition of this fact resulted in
favourable outcomes.

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 2. Allowed influencers to create content based on what their audience love
The sponsored videos were tailored to conform with the pre-existing social media content of each
celebrity. The sponsored video featuring Hannah Simone revolved around her feline companion,
Alphie, who is a frequent subject of her social media content. H&M was able to optimise engagement
by generating content that authentically reflected the individual interests and personality of each
celebrity.
As of now, the primary response to Tyler Posey's Facebook post reads as follows: "It is noteworthy that
Tyler's behaviour in this instance is not a result of acting for promotional purposes, but rather a genuine
expression of his true self."
The aforementioned statement garnered a significant amount of approval, totaling 1,562 likes, thereby
serving as evidence of the genuineness of H&M's promotional initiative.

3. Leveraged each influencer’s social presence to reach cross-channel audiences.

Finally, through the utilisation of all available social media platforms, H&M successfully optimised the extent
of its marketing campaign.

Hence, it is recommended that Indian brands adopt similar tactics by leveraging diverse platforms and
establishing partnerships with established or up-and-coming influencers who can generate genuine content and
facilitate the attainment of predetermined objectives.
There is a dearth of research that concentrates specifically on the Indian fashion industry and its relationship
with influencer marketing. While there is a growing body of literature on influencer marketing and its impact
on consumer behaviour globally, there is a dearth of studies that explore the distinctive characteristics,
challenges, and opportunities of influencer marketing in the Indian fashion industry.

Existing research focuses primarily on influencer marketing in Western markets, leaving a knowledge void
regarding the adoption, execution, and reception of influencer marketing strategies in the Indian fashion
industry. This lack of research makes it difficult to perceive the complete scope of influencer marketing in India,
as well as its effectiveness and impact on consumer behaviour.

Furthermore, the impact of India-specific cultural, social, and economic factors on the success and effectiveness
of influencer marketing campaigns is largely unexplored. Understanding how India-specific cultural values,
consumer preferences, and market dynamics influence the perceptions, attitudes, and behaviours of Indian
consumers towards influencer marketing in the fashion industry is a lacuna in the research.

To address this knowledge void, additional research must be conducted on the Indian fashion industry and its
interaction with influencer marketing. Surveys, interviews, and observations can be used to collect empirical
data that captures the nuances and complexities of influencer marketing within the Indian context. Thus,
researchers can gain a deeper comprehension of the scope of influencer marketing in the Indian fashion industry
and its impact on consumer behaviour, resulting in more targeted and efficient marketing strategies for fashion
brands in India.

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RESEARCH QUESTIONS:

1. What are the opinions and preferences of Indian luxury fashion consumers regarding influencer
marketing, and how does this affect their attitudes, motivations, and behaviours when engaging
with influencer-driven content?
2. How effective are various influencer marketing strategies in the Indian luxury fashion industry,
such as the employment of celebrities, fashion influencers, and industry specialists, at influencing
consumer behaviour, brand engagement, and purchasing decisions?
3. What factors contribute to the success of influencer marketing campaigns in the luxury fashion
category in India, including influencer selection, content authenticity, engagement strategies, and
platform selection?
4. How can luxury fashion businesses in India maximise their influencer marketing strategies in
consideration of the unique characteristics and preferences of the luxury fashion consumer sector,
as well as cultural nuances and market dynamics in India?
These research queries can be used to examine the scope and impact of influencer marketing in the
Indian fashion industry, as well as to gain insights into consumer behaviour, brand engagement, and
effective marketing.

26
RESEARCH METHODOLOGY:

This study uses data from internet articles and publications, which were chosen to provide for a full
examination of differing viewpoints that are still relevant in today’s society. Because of the advanced
culture we live in today, this study focuses on emerging technology. Research and views are often
presented through internet platforms. This means that using approaches that represent a current and
constantly growing issue is the best way to collect data about it. The fact that the thoughts expressed
will be subjective to the author is one of the potential pitfalls of employing articles. This was solved by
gathering sources on related themes; the viewpoints analysed would therefore be from several angles,
avoiding biased information. This study will also conduct primary research in the form of questionnaires
which were taken from people from different regions to cover global level. Approximately 100 people
were selected through random sampling method.

RESEARCH DESIGN AND APPROACH

To better comprehend a research topic, this study will employ a Quantitative Approach (Tashakkori &
Teddlie, 2003) design, which is a method for collecting and analysing numerical data at some stage
during the research process (Creswell, 2002). (Charles & Mertler, 2002) A researcher employs
numerical data in quantitative research. In the social sciences, quantitative methodology dominates the
research paradigm. It describes a collection of techniques, strategies, and assumptions used to
investigate numerical patterns in order to study psychological, social, and economic phenomena. In this
paper, the researcher develops knowledge using post-positivist arguments, such as Inductive approach
reasoning, measurement and observation, and the formulation of a theory. (Published by Sage in 2019)
Inductive reasoning is based on the premise that we learn through experience. In order to draw
conclusions, patterns, similarities, and regularities in experience (premises) are identified (or theory is
developed). In addition, a researcher identifies the variables to be investigated and chooses apparatus
that will yield highly reliable and accurate results.

QUANTITATIVE ANALYSIS

The study focused on determining customer attitudes concerning influencer marketing. The cross-
sectional survey methodology will be employed, which means that the data will be gathered at a single
moment in time (McMillan, 2000). The primary method for gathering quantitative data was a self-
developed questionnaire with items in a variety of forms, including multiple choice, dichotomous
answers like "Yes" and "No," self-assessment items based on the 5-point Liker-type, and close-ended
questions. There were about 15-20 questions in the questionnaire. The survey questionnaire was web-
based and accessible via a URL that the researcher provided to all current and past MRIU (Manav
Rachna International University) students, some family friends, neighbours and other consumers.
Participants' replies are automatically kept in a database and may be quickly turned into empirical
information in Excel or SPSS formats, which is one of the benefits of web-based surveys. (Chetty,
2020) All possible participants in the research have access to their most recent functional e- mail
addresses. As the survey's first page, an informed consent form will be displayed on the web.
Participants agreed to participate in the study and finish the survey by clicking the button below that
says, "I consent to complete this survey." (Sage Publications, 2019) Participants got a message from the
researcher regarding the value of their opinion for the study a week before the survey is published on
the online. This can assist you avoid the poor response rate that is common with web-based surveys. A
three-phase follow-up strategy was be employed to reduce 53 the response rate error and obtain a
relatively high response rate for the survey (Dillman, 2000). If a subject did not respond by the deadline,
an e-mail reminder was sent (1) five days after the survey URL is distributed; (2) ten days later, a second

27
e-mail reminder was sent; (3) two weeks later, a third e-mail reminder was sent, emphasising the
importance of the participant's input for the project.

The results of a quantitative research are often presented in statistics tables or graphs. Typically,
descriptive statistics that describe the characteristics of the sample are employed to present the findings.
This may be shown using simple graphs or univariate statistics (such frequency distributions, means,
and standard deviations) (such as pie charts, bar graphs, or histograms). Following bivariate results, the
distributions of significant variables of interest by demographic group are typically shown. The results
of statistical models with control variables are then displayed and discussed. (solution, 2021). There are
two sampling methods used for taking the survey which is probability sampling and non-probability
sampling. Probability sampling: entails random selection, which enables you to draw reliable statistical
conclusions about the entire population. Non- probability sampling includes non-random selection
determined by convenience or other factors, making it simple to gather data. In the research phase, the
quantitative, numeric data will be gathered first, using a web-based survey, and the data will be
submitted to a random probability sampling procedure, in which the participants will be chosen
randomly each one will have an equal opportunity of getting selected. Survey research's main objective
is to describe a group's or population's characteristics (Fraenkel et al., 2012). It is generally an approach
in which the researcher uses a survey or questionnaire to gather information on the attitudes, views,
behaviours, experiences, or other characteristics of a population from a sample of people or, in some
circumstances, the entire population (Sage Publications, 2019). The quantitative phase's purpose will
be to determine whether customers are aware of this new wave of marketing as “Influencer Marketing”
in India and, if so, then what are their preferences in Fashion Industry. The rationale for this approach
is that quantitative data and results provide a broad picture of the research problem, i.e., how influencer
marketing will influence changes in consumer purchasing behaviour within fashion industry of India.
It will make use of a descriptive design strategy, which is used to describe and understand the state of
people, places, things, or events right now. In descriptive research, there is no attempt to modify any
one person's circumstances or occurrences; the phenomenon of interest is simply studied as it occurs
naturally. Observational research and survey research are two types of quantitative, non-experimental,
descriptive research that are often employed.

Advantages and Disadvantages of Quantitative Research

Advantages of Quantitative Research

There are clear benefits to using quantitative research's hard data and statistical analysis during the study
process. Green and Caracelli, 1997; Moghaddam, Walker, and Harre, 2003; Creswell, 2002; Creswell,
Goodchild, & Turner, 1996;

1. Is testable and verifiable in order to do quantitative research, thorough experimental planning and the
capacity for universal test and result replication are essential. Consequently, the information you acquire
is more reliable and less debatable.

2. Straightforward analysis. The sort of findings you get from collecting quantitative data can help you
decide which statistical tests to run. As a result, your data interpretation and presentation of your
findings will be simple and less vulnerable to mistakes and subjectivity.

3. Prestige. Numerous individuals are unable to fathom the mathematics required for this type of
research; consequently, research that requires extensive statistics and data analysis is valuable and

28
noteworthy. Technical innovations like computer modeling, stock picking, portfolio evaluation, and
other data-driven business choices are connected to quantitative research. Quantitative research is often
associated with distinction and worth, which can be positive for your small business.

Disadvantages of Quantitative Research

But the emphasis on statistics in quantitative research may also be constricting, which has a variety of
drawbacks.
 False emphasis on numbers Researchers may miss more significant themes and connections as
a result of quantitative research's potential limitations in its pursuit of specific, statistical
linkages. You run the danger of overlooking unexpected or big-picture information that might
help your organisation if you only concentrate on the statistics.

 Putting up a research model is difficult. Creating a hypothesis and a model for data collection
and analysis are crucial steps in doing quantitative research. All of your results might be
invalidated by setup issues, researcher bias, or execution blunders. Even formulating a
hypothesis may be subjective, particularly if you already know what you want to prove or refute
in terms of a particular topic.
 Can be deceptive. Many individuals believe that quantitative research is more trustworthy or
scientific than observational, qualitative research since it is based on numbers. Both types of
study, nevertheless, have the potential to be fallacious and biased. Quantitative techniques to
data collection are equally as likely to be influenced by a researcher's prejudices and beliefs. In
fact, the effects of this bias are felt earlier in the quantitative research process than they are in
the qualitative research process.

29
LIMITATIONS:

1. The present study focused on the effects of influencer marketing on consumers in the Indian fashion
industry. The researcher encountered certain challenges in accessing up-to-date news and literature
pertaining to this subject matter within the region.

2. The study may depend on a particular subset of consumers or influencers, potentially limiting its
ability to accurately reflect the diverse demographic of the Indian fashion industry. The potential
consequence of this is a restriction in the applicability of the results and the capacity to make more
extensive inferences.

3. The generalizability of the research findings may be constrained to the particular context of the
Indian fashion industry and may not be readily transferable to other geographic locations or regions.
Diverse contextual factors, including but not limited to cultural dissimilarities, consumer conduct,
and market intricacies, may exhibit substantial variations.

4. The study could potentially centre on the immediate reactions of consumers and short-term
outcomes of influencer marketing initiatives. Additional research and longitudinal studies may be
necessary to fully understand the enduring effects on consumer behaviour, brand loyalty, and
market trends.

5. The field of influencer marketing is characterised by rapid evolution, and the outcomes of research
may become obsolete as new platforms, trends, and practices emerge. The dynamic nature of
influencer marketing and its implications for research findings must be taken into consideration.

30
 ETHICAL CONSIDERATION

At every phase of the investigation, ethical concerns will be duly acknowledged, and the research will be subject
to approval from the board. The Ethical Consent Review Form will encompass essential details such as the principal
investigator's identity, the project's title and classification, the funding source, the requested review type, and the
quantity and nature of participants. The application for research approval will encompass a comprehensive account
of the project's description, its significance, the methodologies and processes employed, the participants involved,
and the current status of the research. This study will be conducted within a standard social context with a subject
population above the age of nineteen and a non-sensitive issue. As a result, the project will be granted expedited-
middle status. A document for obtaining informed consent will be created. The document will specify that the
participants are ensured specific entitlements, consent to participate in the research, and recognise the safeguarding
of their rights. The web survey will feature a statement pertaining to informed consent, which will serve as an
indication of compliance by the participants. The maintenance of participants' anonymity can be ensured by
assigning numerical codes to each completed questionnaire and preserving the data in an anonymous manner. The
researcher will retain all study data, including survey files, for a reasonable period of time before destroying them.
The participants will receive notification that a condensed version of the data will be disseminated to the
professional community while ensuring that the responses remain unidentifiable and untraceable to any specific
individual.

31
 THEORIES

There are several theories which are suitable for my report which is social identity theory, consumer behaviour
theory, and source credibility theory.

Social Identity Theory

The Social Identity Theory, as posited by Tajfel and Turner, investigates the impact of social group membership
on individuals' self-concept and social identity. As per the aforementioned theory, individuals endeavour to attain
and uphold a favourable social identity by associating themselves with specific groups and setting themselves apart
from others (Tajfel & Turner, 1979).

The application of social identity theory in the realm of influencer marketing within the Indian fashion industry
can provide insight into the manner in which consumers establish connections with particular fashion trends or
influencers. This association can subsequently impact their perceptions and decisions regarding purchases.
Consumers may endeavour to associate themselves with influencers who embody specific fashion styles or
principles that correspond with their preferred social identity.

The study conducted by Kim and Ko (2012) investigated the influence of social identity on the attitudes and
purchase intentions of consumers towards luxury fashion brands. The research revealed that individuals possessing
a robust social identity exhibited a greater propensity to harbour favourable perceptions of luxury fashion labels,
given that these labels functioned as emblems of their coveted social identity.

Likewise, within the arena of influencer marketing, individuals may find common ground with influencers who
embody specific fashion subcultures, ways of life, or principles. According to Kim (2019), consumers are able to
augment their social identity and foster a sense of affiliation with a specific fashion community by aligning
themselves with these influencers. The affiliation of individuals can have an impact on their perceptions of fashion
products, their inclination towards adopting certain trends, and their ultimate purchasing choices.

Venkatraman and Price's (1990) study emphasised the impact of social identity on consumers' brand choices and
product preferences. The study revealed that individuals possessing a robust social identity tend to exhibit a higher
inclination towards brands that are affiliated with their social group and demonstrate a greater degree of brand
loyalty.

To summarise, the Social Identity Theory offers a theoretical structure for comprehending how the self-concept
and social identity of consumers impact their attitudes and actions in relation to influencer marketing within the
Indian fashion industry. Consumers strive to augment their social identity and associate themselves with their
preferred fashion community by identifying with particular influencers or fashion subcultures.

Consumer Behaviour Theory

The field of consumer behaviour theory is expansive and encompasses a range of theories and models that are
designed to elucidate and explicate the behaviour of consumers. The Theory of Planned Behaviour (TPB) is a
well-known theory in the field, introduced by Icek Ajzen. It centres on the significance of individuals' attitudes,
subjective norms, and perceived behavioural control in influencing their behavioural intentions and subsequent
actions (Ajzen, 1991).

The Theory of Planned Behaviour can offer valuable insights into the interplay between consumers' attitudes
towards influencers, subjective norms, and perceived behavioural control in the Indian fashion market's

32
influencer marketing landscape. This can shed light on how these factors impact consumers' engagement with
influencer content and their subsequent purchase behaviour.

As per the TPB, attitudes pertain to the favourable or unfavourable assessments of a behaviour made by
individuals. According to Chen and Sharma (2020), in the realm of influencer marketing, the perceptions of
consumers towards influencers can be impacted by various factors, including the influencers' credibility,
expertise, and relatability. Favourable dispositions towards influencers may result in increased interaction with
their content and an increased probability of adhering to their suggestions.

Subjective norms refer to an individual's perception of the social pressures and expectations associated with a
specific behaviour. The prevailing opinions, recommendations, and social norms within an individual's social
networks or reference groups may have an impact on consumer behaviour (Kim, Park, & Sundar, 2013). In the
event that individuals perceive that their peers or social media connections place importance on and adhere to
influencer recommendations, they may exhibit a greater propensity to emulate comparable behaviours.

Perceived behavioural control pertains to the individual's perceived capacity to execute the behaviour and
surmount any potential obstacles. Chen and Sharma (2020) posit that in the realm of influencer marketing, the
degree of control that consumers perceive they have over their purchasing decisions can be impacted by various
factors, including the ease of access and availability of the endorsed products, the consumer's financial
resources, and their level of confidence in their ability to make informed purchasing choices.

In addition, various theories and models related to consumer behaviour, such as the diffusion of innovation
theory (Rogers, 2003) and the elaboration likelihood model (Petty & Cacioppo, 1986), can offer valuable
perspectives on the impact of consumers' decision-making processes, information processing, and social
influences on their adoption of influencer recommendations and subsequent behaviour.

To encapsulate, the Theory of Consumer Behaviour, encompassing the Theory of Planned Behaviour and other
pertinent frameworks, facilitates comprehension of the impact of consumers' attitudes, subjective norms, and
perceived behavioural control on their interaction with influencer content and purchasing behaviour within the
Indian fashion industry.

Source credibility Theory

The source credibility model, or source credibility theory, is a theoretical framework that examines the impact
of a message source's perceived credibility on the efficacy and persuasiveness of communication. As per the
aforementioned theory, the probability of an individual getting persuaded by a message is higher when the
source of the message is perceived as credible and reliable (Hovland & Weiss, 1951).

The significance of source credibility in shaping consumers' attitudes and behaviours towards influencer content
and recommendations is paramount within the realm of influencer marketing. The likelihood of consumers
being influenced by an influencer's conveyed messages is positively correlated with the influencer's perceived
credibility, knowledge ability, and trustworthiness.

The determination of source credibility can be attributed to various factors, such as the influencer's expertise,
trustworthiness, and attractiveness, as posited by Cha, McClellan, and Kinney (2009). The term "expertise"
pertains to the perceived level of knowledge, skills, and proficiency possessed by an influencer in a specific
field. The concept of trustworthiness pertains to the perceived attributes of honesty, dependability, and ethical
soundness of the individual who holds influence. The construct of attractiveness comprises the physical appeal,
affability, and resemblance of the influencer to the intended audience.

33
Research has indicated that the credibility of a source has a notable impact on the attitudes and compliance
intentions of consumers towards influencer recommendations (Erdogan, Baker, & Tagg, 2001). The likelihood
of consumers engaging with and adhering to the suggestions of influencers is higher when they perceive them
to be credible and trustworthy.

The theory of source credibility posits that the efficacy of a message intended to persuade is contingent upon
the congruence between the credibility of the source and the content of the message (Hovland & Weiss, 1951).
The persuasive impact on consumers is enhanced when the content of a message is congruent with the perceived
expertise and trustworthiness of the influencer.

To summarise, Source Credibility Theory places significant emphasis on the perceived credibility of influencers
in the context of influencer marketing. The persuasiveness and influence of credible and trustworthy influencers
can have an impact on the attitudes, beliefs, and behaviours of consumers.

34
FINDINGS AND DISCUSSIONS

FINDINGS:
1. The results of the study suggest that influencer marketing exerts a noteworthy influence on consumer purchase
decisions within the Indian fashion industry. Consumers are highly influenced by recommendations and
endorsements from influencers they follow on social media platforms. According to the research conducted by
Jain and Sharma (2020), a significant proportion of Indian consumers, specifically 72%, have indicated that
they rely on influencer recommendations when making fashion-related purchase decisions.

2. Trust and Credibility: The research reveals that the credibility and trustworthiness of influencers play a crucial
role in influencing consumer buying behaviour. Consumers perceive influencers as reliable sources of
information and value their expertise and authenticity. According to a study by Mishra and Yadav (2021), 68%
of Indian consumers stated that they trust influencer recommendations as much as recommendations from
friends or family members.

3. Engagement and Brand Awareness: Influencer marketing is found to be effective in enhancing consumer
engagement and increasing brand awareness in the Indian fashion market. The research indicates that
collaborations with influencers lead to higher levels of consumer engagement, including likes, comments, and
shares on social media platforms. Singh and Yadav (2020) conducted a study that revealed that influencer
marketing campaigns implemented in the Indian fashion market yielded a substantial augmentation in brand
reach and visibility.

4. The results indicate that influencer marketing is a viable strategy for brands to precisely target distinct
segments within the Indian fashion market. By partnering with influencers who have a niche following and align
with the brand's target audience, brands can reach and engage with their desired consumer groups more
effectively. According to Gupta et al. (2019), the research demonstrated that the utilisation of influencer
collaborations facilitated the establishment of connections between brands and particular consumer segments in
the Indian fashion industry, which were based on demographics, interests, and preferences.

5. Shaping Consumer Perceptions: Influencer marketing has a considerable impact on shaping consumer
perceptions of fashion brands in the Indian market. Consumers perceive brands associated with influencers
positively and often view them as more trendy, fashionable, and trustworthy. The research by Verma and Jain
(2020) found that influencer endorsements positively influenced consumer perceptions of brand quality,
desirability, and credibility.

The aforementioned results underscore the noteworthy impact of influencer marketing on the purchasing
patterns and attitudes of consumers within the Indian fashion industry. Through the utilisation of influencers'
trust and credibility, brands can proficiently engage with consumers, enhance brand recognition, and impact
purchasing decisions. The aforementioned insights can serve as a valuable resource for brands seeking to
enhance the efficacy of their influencer marketing strategies and campaigns in the Indian fashion market.

35
DISCUSSIONS:

As per the collected data of the survey, the statistics are:

Customer profile:
Of the total respondents, 64% are females and 36% are Males, out of which, majority number of people i.e.
49.3% are of the age group of 18-24 years, 40% consumers are employed either full time or part time.
Perception and Preferences
As per the survey taken, 64% people are somewhat familiar with the term influencer marketing, 66.7% people
are somewhat influenced by the influencer marketing related to fashion products, majority of them follow or
engage fashion bloggers i.e. 62.7%, 44% people of the total surveyed people believe that influencer marketing
is somewhat authentic and credible.
Consumer Behaviour
Considering the consumer behaviour, 70.7% people make purchases based on influencer’s recommendation or
promotion, 42.7% people likely trust fashion brands endorsed by influencers, 40% people rarely engage with
fashion brands on social media platforms, and 48% people share the content with others occasionally.
Impact and Effectiveness
The survey depicts that 52% are somewhat influenced by fashion trends in India, 68% came across situations
where the content turned out to be misleading, 72% consumers believe that the presented content is somewhat
true and reflects the opinions of influencers, 50% people sometimes try a new fashion brand or product based
on influencer’s recommendation.
Overall Satisfaction
When considering overall satisfaction rate of consumers, 72% rated neutral and believe there is a scope of
improvement. Further, for the open ended questions, people commented that they need transparency of the
content. They want influencers to provide more real opinions, content which are vegan and doesn’t harm any
animal, more specified content. People also believe that the paid promotions are not always true so the
influencers should focus on real products and provide genuine responses after using it.
When asked about any challenges or concerns regarding influencer marketing in fashion industry, the consumers
felt that there is less information about the usage of products, they set unreal expectations in real, there are some
fake influencers who doesn’t bother what they are promoting, they feel its misleading and scripted at times and
just want to increase their followers and earn out of it.
Conclusion:
Based on the responses, it appears that individuals possess a certain level of familiarity with influencer
marketing in India. However, there remains an opportunity to disseminate further information, which brands
can achieve by implementing appropriate strategies and campaigns. The survey results indicate that a
significant proportion of individuals expressed dissatisfaction with their purchases, citing inadequate
information, feedback, and usage guidance provided by influencers. It is recommended that brands prioritise
the careful selection of influencers for their products by conducting thorough background checks on potential
candidates. Influencers wield significant power over consumer behaviour and, as such, bear a responsibility to
promote appropriate content. It is imperative that they exercise discretion in their selection of content and
strive to present an accurate depiction of reality to their followers.

36
RECOMMENDATIONS

Based on talks and conclusions, and backed by a variety of studies and data, here are some suggestions
from the perspective of a researcher.

It is advisable for brands to cultivate enduring associations with influencers as opposed to transitory partnerships
in order to foster robust connections. By fostering a strong partnership, brands can create a sense of loyalty and
trust between the influencer and their audience. This can lead to more authentic and genuine content creation,
which resonates better with consumers. Regular collaborations also help maintain a consistent brand image and
message.

The significance of authenticity cannot be overstated in the realm of influencer marketing. It is recommended
that brands incentivize influencers to generate content that accurately represents their authentic viewpoints and
encounters with the merchandise or amenities being advertised. The concept of authenticity holds significant
value for consumers, who tend to place greater trust in recommendations that are perceived as impartial and
truthful. Brands can provide influencers with creative freedom while ensuring the alignment of brand values
and messaging.

Leverage Micro-Influencers: In addition to collaborating with macro-influencers, brands should consider

working with micro-influencers who have a smaller but highly engaged and niche audience. Micro-influencers
often have a more personal and relatable connection with their followers, which can lead to higher levels of
trust and engagement. Targeting specific segments of the Indian fashion market through micro-influencers can
yield more impactful results and a higher return on investment.

It is recommended that brands allocate resources towards the monitoring and evaluation of their influencer
marketing campaigns in order to assess their effectiveness. Through the monitoring of significant indicators
such as engagement rates, reach, conversions, and sentiment analysis, organisations can acquire valuable
knowledge regarding the efficacy of their partnerships. This data can help identify successful strategies,
optimise future campaigns, and measure the return on investment. Regular analysis and evaluation of campaign
performance enable brands to make data-driven decisions and refine their influencer marketing strategies.

It is imperative to remain current with the latest trends and platforms. The dynamic nature of social media is
characterised by its continuous evolution, with the emergence of novel platforms and trends being a frequent
occurrence. It is imperative for brands to remain abreast of contemporary trends and comprehend the prevailing
social media platforms that are preferred by their intended demographic. Through the adoption of novel
platforms and the incorporation of emerging trends, brands can proficiently attain and captivate their consumers
in the Indian fashion industry. The ability of brands to maintain relevance and optimise their impact in influencer
marketing is contingent upon their capacity to maintain agility and flexibility in their strategies.

37
CONCLUSIONS

This study concludes by examining the extent of influencer marketing in the Indian fashion industry and its
significant influence on consumer purchasing patterns and attitudes. Several key insights have emerged as a
result of an extensive review of relevant literature, case studies, and research findings.

To begin with, it has been observed that influencer marketing holds a considerable sway over the purchasing
choices of consumers within the Indian fashion industry. The purchasing decisions of consumers in the fashion
industry are significantly impacted by the recommendations and endorsements of influencers whom they follow
on social media platforms. A notable proportion of consumers rely on the guidance of these influencers when
making fashion-related purchases.

In addition, the reliability and dependability of influencers are pivotal factors in influencing consumer
purchasing patterns. In the eyes of consumers, influencers are regarded as dependable purveyors of information,
and their proficiency and genuineness are highly esteemed. The level of trust bestowed upon influencers is akin
to that of recommendations from individuals within one's personal network, underscoring the significance of
influencer marketing in shaping consumer behaviour.

Furthermore, it has been demonstrated that influencer marketing is efficacious in augmenting consumer
engagement and enhancing brand recognition. The involvement of influencers in collaborative efforts leads to
increased levels of consumer engagement on social media platforms, thereby contributing to the amplification
of brand visibility and reach. Fashion brands can establish a stronger brand presence and effectively target
specific consumer segments by strategically partnering with influencers who align with their target audience.

In addition, the utilisation of influencer marketing holds significant importance in influencing the consumer's
perception of fashion brands within the Indian market. The association of brands with influencers is perceived
positively by consumers, who regard them as trendsetters and trustworthy authorities in the fashion industry.
Research has demonstrated that endorsements from influencers have a favourable effect on how consumers
perceive the quality, attractiveness, and reliability of a brand.

In general, the outcomes of this study underscore the noteworthy impact of influencer marketing on the
purchasing behaviour and attitudes of consumers in the Indian fashion industry. Through the strategic utilisation
of influencers, brands can successfully engage with consumers, enhance brand recognition, and influence
consumer attitudes. The aforementioned recommendations can serve as a guiding framework for fashion brands
to craft effective and prosperous influencer marketing tactics, enabling them to flourish in the dynamic and
fiercely competitive Indian fashion industry.

It should be emphasised that a thorough comprehension of the dynamic influencer marketing scenario in the
Indian fashion industry may necessitate additional research and scrutiny, taking into account various factors
such as the advent of novel social media channels, shifting consumer inclinations, and the influence of cultural
factors. However, the present study provides significant contributions to the extant literature on influencer
marketing and its influence on consumer behaviour within the Indian fashion sector.

38
APPENDIX

QUESTIONNAIRE SURVEY

This survey was circulated amongst 100 consumers out of which 75 responses were recorded and analysed
for the research.

39
40
RESPONSES:

Q1.

41
Q2., Q3.

42
Q4.

43
Q5. , Q6.

44
Q7, Q8.

45
Q9, Q10.

46
Q11, Q12

47
Q13,14

48
Q15,16

49
Q17

50
Q18.

51
Q19.

52
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