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The Role of Fashion Influencers in Shaping Consumers’ Buying Decisions and Trends

Author

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  • Kondort Giulia

    (1 Bucharest University of Economic Studies, Bucharest, Romania)

  • Pelau Corina

    (2 Bucharest University of Economic Studies, Bucharest, Romania)

  • Gati Mirko

    (3 Corvinus University of Budapest, Hungary)

  • Ciofu Ioana

    (4 Bucharest University of Economic Studies, Bucharest, Romania)

Abstract

With the rise of social media, influencers have gained an important role in the marketing strategies of companies. Their constant presence in social media, determined by the creation and posting of content as well as their permanent interaction with the consumers, has created them a great advantage and credibility in the eyes of consumers. The fact that they are not perceived as a form of marketing, increases their credibility and ability to influence their followers. In this article, we present the results of a research about the consumers’ perception towards fashion influencers depending on age category. Our results show that fashion influencers have the ability to influence the fashion style adopted by the consumers, but not necessarily the buying decision. The fashion style of young consumers is more likely to be shaped by influencers, while people with ages between 25-40 years are least impressed by influencers. In a surprising way, even consumers older than 40 years shape their fashion style based on influencers, but are not influenced directly in their buying decision.

Suggested Citation

  • Kondort Giulia & Pelau Corina & Gati Mirko & Ciofu Ioana, 2023. "The Role of Fashion Influencers in Shaping Consumers’ Buying Decisions and Trends," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 17(1), pages 1009-1018, July.
    • Handle: RePEc:vrs:poicbe:v:17:y:2023:i:1:p:1009-1018:n:9
    DOI: 10.2478/picbe-2023-0092
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    References listed on IDEAS

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    1. Katarina Halvorsen, 2019. "A retrospective commentary: How fashion blogs function as a marketing tool to influence consumer behavior: Evidence from Norway," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 10(4), pages 398-403, October.
    2. Shin, Eonyou & Lee, Jung Eun, 2021. "What makes consumers purchase apparel products through social shopping services that social media fashion influencers have worn?," Journal of Business Research, Elsevier, vol. 132(C), pages 416-428.
    3. Johnstone, Leanne & Lindh, Cecilia, 2022. "Sustainably sustaining (online) fashion consumption: Using influencers to promote sustainable (un)planned behaviour in Europe's millennials," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Corina Pelau & Puiu Nistoreanu & Laura Lazar & Ruxandra Badescu, 2022. "Celebrity vs. Product: A Neuroscientific Approach to the Distractors in Food Advertising for Sustainable Marketing," Sustainability, MDPI, vol. 14(19), pages 1-15, October.
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