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All Journal International Journal of Tourism and Hospitality in Asia Pasific
Chaudhary, Princy
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Humanities

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The Effect of Influencer Marketing on Consumer Behavior of Fashion Style in the Age of Social Media Nissa, Khoirun; Chauhan, Priyanshi; Asim, Mohamed; Chaudhary, Princy; Aryani, Dwi Nita; Kean, Koay Loke; Hazarika, Anurag
International Journal of Tourism and Hospitality in Asia Pasific Vol 7, No 3 (2024): October 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v7i3.3341

Abstract

This study aims to explore the effect of influencer marketing on consumer behavior regarding fashion styles in the age of social media. It employs a quantitative research approach utilizing simple linear regression analysis conducted with SPSS. The data for this study were collected through primary sources via questionnaires distributed in two countries, Indonesia and India, to ensure a comprehensive understanding of the phenomenon. A total of 55 respondents from Indonesia and 50 respondents from India participated in the study. The results indicate that influencer marketing has a significant positive effect on consumer behavior. The benefits of this study are expected to assist the fashion industry in understanding consumer behavior and the role of influencers, ultimately improving their marketing strategies. However, the findings do not lead to general conclusions due to the limited number of respondents and other factors that can influence consumer behavior. For future research, it is recommended to increase the sample size and expand the scope of the discussion by incorporating additional aspects such as pricing and the aesthetics of content
Co-Authors Asim, Mohamed Chauhan, Priyanshi Dwi Nita Aryani Hazarika, Anurag Kean, Koay Loke Nissa, Khoirun