A Quantitative Study On Social Media Influencers Attributes Influencing Millennials Purchase Intention : Fashion Industry

Abstract

Social media influencers have been the trend in marketing from past three years and this trend is escalating rapidly. Social media influencers from fashion industry have not only changed the perception about the influencers itself but also influenced whole fashion industry. This paper explains through various theories discussing around social media influencers, how it have grown as a marketing medium. This study basically research about various factors of social media influencers that do impact the purchase decision of Millennials. This research is ideal for Indian Millennials with diverse digital footprints. As a result of research it was found that trust on social media influencer is the most important factor, which influence the Millennials. Other two factors like authenticity and perception towards social media influencers are equally significant. This research paper will help marketers to what to look in a social media influencers and give a brief of India’s digital consumers.