ROLE OF SOCIAL MEDIA INFLUENCER MARKETING IN DRIVING FASHION APPAREL PURCHASE DECISIONS: INSIGHTS FROM COIMBATORE

Abstract

The rise of social media platforms has transformed marketing strategies, with influencer marketing emerging as a powerful tool to shape consumer behavior. This study examines the role of social media influencer marketing in driving purchase decisions for fashion apparel, with a special focus on consumers in Coimbatore. A total of 302 respondents from various sectors—including IT/ITES, manufacturing, education, healthcare, banking & finance, and retail—were surveyed to understand the impact of influencer endorsements on their purchase intentions. Using structured questionnaires and descriptive statistical analysis, the study investigates the degree to which influencer credibility, content engagement, and promotional strategies affect consumers’ buying decisions. The findings reveal that social media influencers significantly influence purchase intention, particularly through authentic content, relatable endorsements, and interactive engagement. The study also highlights sector-wise variations in responsiveness, with younger professionals and IT/ITES employees showing higher susceptibility to influencer marketing. These insights provide valuable implications for fashion brands seeking to optimize their digital marketing strategies, suggesting that targeted influencer campaigns can enhance brand awareness and stimulate purchase behavior in specific consumer segments.