Influencer Marketing Effectiveness and Consumer Purchase Intention for Apparels: An Empirical Study of Generation Z Customers

Abstract

Influencer marketing has emerged as an important marketing strategy for apparel brands, particularly among Generation Z consumers who actively engage with social media platforms. This study examines the effectiveness of influencer marketing and its impact on the purchase intention of Generation Z customers in the apparel sector. The study focuses on key dimensions of influencer marketing, including influencer credibility, attractiveness, expertise, authenticity, content quality, and social media engagement, and investigates their influence on consumer’s intention to purchase apparel products. Influencers can influence consumers by providing product reviews, styling suggestions, product demonstrations, recommendations, and engaging visual content, thereby increasing product awareness and consumer interest. The authenticity and relatability of influencers may further enhance trust and strengthen consumer’s attitude towards promoted apparel brands. The study also considers the role of promotional activities such as discount codes, giveaways, affiliate links, and limited-time offers in encouraging purchase intentions. The findings can help apparel brands identify suitable influencers, develop authentic and engaging promotional campaigns, enhance brand awareness, and build stronger relationships with Gen Z consumers. A sample of 355 was collected to find the result of the study. The factors affecting Influencer Marketing Effectiveness and Consumer Purchase Intention for Apparels are Influencer Credibility, Influencer Expertise, Content Quality and Engagement and Purchase Intention. The study concludes a significant impact of influencer marketing on consumer’s purchase intention.