THE IMPACT OF INFLUENCER MARKETING ON BRAND IMAGE AND

BRAND'S TRUSTWORTHINESS IN THE FASHION INDUSTRY

1
CHAPTER 1 INTRODUCTION

INTRODUCTION

In the dynamic landscape of the fashion industry, where trends evolve rapidly and consumer
preferences continually shift, the role of influencer marketing has emerged as a pivotal force
shaping brand image and trustworthiness. Influencer marketing, characterized by
collaborations between brands and individuals with significant online followings, has
revolutionized the way fashion brands engage with their target audience. This paradigm shift
is underscored by the profound impact influencers wield in shaping consumer perceptions,
driving purchasing decisions, and ultimately influencing the success of fashion brands in an
increasingly competitive market. Against the backdrop of an ever-expanding digital
ecosystem, where social media platforms serve as the epicenter of consumer culture,
influencer marketing has transcended conventional advertising channels to become an
integral component of brand promotion strategies. By leveraging the reach, authenticity, and
relatability of influencers, fashion brands can forge meaningful connections with consumers,
amplify brand visibility, and cultivate a loyal community of followers. However, the efficacy
of influencer marketing extends beyond mere exposure; it encompasses the cultivation of
brand identity, the reinforcement of brand values, and the establishment of trust and
credibility within the hearts and minds of consumers. This essay endeavors to explore the
multifaceted impact of influencer marketing on brand image and trustworthiness in the
fashion industry, delving into the mechanisms through which influencers shape consumer
perceptions, the strategic considerations guiding successful influencer partnerships, and the
implications for brand-consumer relationships in an era characterized by digital
empowerment and social influence. Through a comprehensive analysis of industry trends,
consumer behavior patterns, and case studies highlighting best practices and potential pitfalls,
this essay aims to elucidate the transformative power of influencer marketing as a catalyst for
driving brand growth, fostering brand loyalty, and shaping the future trajectory of the fashion
industry.

Past crazy use is portrayed as spending more money than is required. Clients can inspect a
wide blend of overflow things, retail settings, and sticker costs crazy. This shows that
bewildering, huge, and extraordinary things are key in the present angrily horrendous
industry. Consequently, moving first in class configuration stamps and brands is basic for
2
drawing clients. Including first in class things to keep away from burglary isn't new; animal
checking was used when 2700 BC by the dated Egyptians. A brand's show, worth, and
quality are related with sure of its colossal and hypothetical properties. Really overflow
things creators have better assumptions with respect to need, quality, and taste. To convey the
likelihood that their picture is more undeniable and flabbergasting than others, these things
are normally more exorbitant than those of various affiliations. Brands go about as
indications of a thing's place of starting, in this way clients need to use their purchases to
detach themselves from one another. Less assessment have looked at the parts influencing
clients' tendencies to purchase premium style marks than the different appraisals on clients'
assumptions to purchase beneficially made things. In spite of what the expense of overflow
style affiliations, clients ought to at first go through areas of strength for different of
reasoning to find whether they are making purchases with positive or negative spots. Excess
style brands are costly thing that aren't purchased out of nowhere, so it's huge so that
affiliations and promoters might see the worth in what drives clients to buy their things. To
for least legitimize its ludicrous worth, an excess fair ought to be exceptionally mind
boggling or of great quality. Safeguarding the thing's level of fulfillment while loosening up
its worth adds to its uniqueness and jam the brand's spread out tending to unpreventable
quality. In any case, the significance of information sources and the eccentricity of the cycle
that portrays made work increment current standards to quality for premium substance when
fulfillment is loosened up while staying aware of a comparative level of personality. Past
evaluations have obviously shown that excess purchasers have constantly placed a high worth
on the indisputable idea of fabulous quality plan names. In the US, China, and India, the Plan
Foundation Movement (BCG FIT) and Boston Coordinating Party did the 2015 By and large
Luxury Client Structure.

In the past years, various digital technologies have changed the way how consumers
interact with brands, and one of these new technologies is social media. Social media is a
virtual network platform, that became a crucial component in entertainment and in
business purposes (Appel et., 2019). There are various social media platforms that
became popular among people in recent years, such as Instagram, Facebook, and many
others. Social media allows users to exchange their ideas, opinions, feelings, and
information through engaging with other users (Dollarhide, 2021). Social media is used for
different purposes, such as seeking and sharing information, entertainment purposes, or
establishing a favorable image, which works for
3 individuals and businesses (Gao & Feng,
2016).
Recently, businesses started using social media as a marketing tool to promote their
products, services, and most importantly their brand image. This way of marketing gives
businesses the opportunity to establish communication with potential consumers, receive
direct feedback, and collect data, through viewing, liking, commenting, and reposting
(Eslami et al., 2021). According to a study made in 2019 by Buffer (2019), 73% of
marketers, that participated in the study, claim that social media is the most effective
marketing tool for companies to promote their products. Moreover, social media is as
well a relatively cheap and easily accessible marketing tool, therefore businesses chose
this type of promotion more and more frequently (Gao & Feng, 2016).

Another important aspect of social media is social media influencers. Social media
influencers are famous and influential individuals that run their own social media pages
with a large number of followers (users). Social media influencer marketing became a fast-
growing trend, where businesses chose to collaborate with social media influencers to
promote their brand (Cheung et al., 2022). Social media influencer marketing is very
effective since influencers share their beliefs and opinions, which builds trust and
relationships with their followers. Users of social media look up to influencers, which later
can help to promote a positive brand image (Nafees et al., 2021). In addition, social media
influencer content was found to be 6.9 times more effective than professional shot
content (Ki and Kim, 2019) and an industry report (Linqia, 2019) showed that 86% of
brand marketers preferred influencer marketing in their campaigns in 2017. Influencer
marketing is preferred more since it is more effective as to compared to traditional
marketing. Consumers tend to trust social media influencers and/or celebrities rather
than a hired salesperson, that does advertisements through TV or magazines (Masuda et
al., 2022).

In order to have a good understanding and close the existing knowledge gap on the issue
of social media and its effects of it on brand image in the mass-market and high- fashion
industry, this thesis seeks to see if there is a positive or negative impact of social media
influencer marketing on brand image and trustworthiness in the fashion industry. Social
media is an important part of life and business in today’s world (Dollarhide, 2021). People
and businesses have begun to use social media as a means of communication. There are
different ways for different brands (mass market
4 or high fashion) to establish or improve
their brand image in the fashion industry, therefore if this issue is not investigated, there
will be a lack of understanding, which may lead to the choice of ineffective, costly, or
incorrect marketing methods in the future (Gao & Feng, 2016).

The main purpose of this thesis is to look deeper into the topic of social media marketing,
especially if there is an impact of social media on brand image in the fashion industry. The
questions that this thesis aims to answer are as follows:

 To what extent does influencer marketing have an impact on brand

trustworthiness and brand image in the fashion industry?
 What is the role of influencer marketing in shaping brand image and
trustworthiness in the fashion industry?
 What are customer perceptions of influencer marketing in the fashion
industry, and how do these perceptions affect how brand image and
trustworthiness are perceived?

The research paper is divided into four main sections. The literature review discusses
topics, such as types of social media platforms, types of social media marketing, influencer
marketing, and social media influencers. The understanding of these topics is relevant to
the study since it can help understand the research topic even better and help to analyze
data. Next comes the methodology section with the type of research method, that is
used for data collection. Following comes the results section where collected data is
presented and analyzed by the researcher. At the end, comes the conclusion section that
covers all the crucial points in this thesis and the evaluation of the relevance of the
research, that was done.

1.1 A Definition of Social Media

To provide a common understanding of the relevant terms of this thesis, it is important to

define what social media is and explain how social media affects individuals and
businesses. Social media is a virtual network platform that allows users to share their
ideas, thoughts, and information and communicate with each other through websites
and/or apps (Appel et., 2019). Social media is internet-based and can be accessed through
electronic devices, such as computers, tablets, or smartphones (Dollarhide, 2021). Social
5
media is culturally significant because social media became one of the most dominant
sources for the circulation of information in today’s world (Appeal et al., 2019). Social
media is used in different ways, which include (1) information seeking: sharing
information through social media platforms, which allows users to access and use
information freely; (2) for entertainment purposes: looking and sharing interesting
content, such as experiences; (3) social interactions: communication among users, such as
sharing content, sharing feelings, supporting; and lastly (4) impression management:
individuals that use social media deliberately to share personal information in social
media in order to establish positive image/impression of themselves (Gao & Feng, 2016).
However, it is very important to understand that social media network is constantly
changing. With more and more innovation taking place, the more likely it is that social
media will be different with each year. In general, it is seen that with time, different social
media platforms have greater liking than others. For instance, at one-point MySpace was
the most popular platform, which switched later to Facebook, and later to Instagram.
Social media changes affect the technological side, for instance, updating or inventing
new features. Likewise, user behavior is changing, for example, people start to be
interested in more things and new information on social media (Appel et al., 2019).

Furthermore, statistics show that social media became a part of everyday life. In January
2022, there were 4.95 billion active internet users around the world and 4.62 billion of
them are active social media users. There are different social media platforms, a couple of
the most popular social networks are Facebook, YouTube, Twitter, Instagram, and
Snapchat (Statista, 2022). Individuals that use social media show strong “socialness” on
the internet that influences their social life through online communication with other
people and brands. Consumers tend to expect businesses to hear, communicate and
respond to their feedback on social media platforms (Park, 2017). With consumer-brand
relationships, businesses are able to understand consumer needs and wants, which allows
them to build stronger connections with the consumer, leading to the attachment to the
brand (Hudson et al., 2016). Different social media platforms are designed for different
types of engagement, long-term or short-term. In order to have an effective consumer-
brand relationship, brands need to set clear objectives and make a decision on the
network that is suited best for communication with consumers (Killian & McManus,
2015). Additionally, the consumer-brand relationship gives businesses an opportunity for
consumers to distinguish them from their competitors. With the use of this strategy,
6 building a strong identity in a competitive
brands are able to emphasize their uniqueness,
market (Coelho et al., 2018). Consumers play a huge role in building the brand’s identity;
by sharing information, feedback, opinions and just speaking about the brand (Gamboa &
Gonçalves, 2014). Overall, the whole concept of the consumer-brand relationship is being
actively researched and used by businesses, hence consumers do not buy products just
because they like them (Hudson et al., 2016). Consumers tend to buy something due to an
established relationship with the brand, and their emotional connection (Robertson et al.,
2022).

Moreover, social media affects individuals and as well businesses by giving an opportunity
for people to communicate with each other and businesses to reach out to consumers
(Dollarhide, 2021). Since social media has been invented, it took different turns and
changed throughout the years. Nowadays, it is important to think of social media as a
marketing tool that can help to evaluate consumer behavior and be used as a
communication channel. Social media is a platform for businesses to show their products
and to increase brand visibility, which can increase familiarity among customers (Appel et
al., 2019). According to studies made by Buffer (2019) on the topic of engagement on
social media, the majority of marketers (73%) believed that the most effective marketing
is through social media platforms, which allows promoting of products, target customers,
and received feedback (Eslami et al., 2021). The following sections provide more detailed
elaborations on two prominent social media platforms, namely Instagram and Facebook.

1.1.1 Instagram

Instagram has become the most popular online platform among young users and fashion
brands (Djafarova & Bowes, 2021). Instagram was first launched in 2010 through App
Store, where in one week Instagram received 100,000, and two months after the launch,
over one million users (Latiff & Safiee, 2015). Today, the number of shared photographs
on Instagram reaches to 95 million daily, with over 1.28 billion users on the platform
(Menon, 2022). Instagram allows users to analyze information visually, without the need
of analyzing long texts (Djafarova & Bowes, 2021).

Nowadays, Instagram became a tool for business, which offers a free business account for
brands to promote their products and engage with users. The content on Instagram
spreads very fast and can reach a lot of people, therefore brands that work in the fashion
industry use Instagram very frequently (Cheung7 et al., 2022). Business accounts have

more features than normal individual accounts. Companies with business accounts can
access impression metrics and engagement levels (Augustinus & Agnes, 2020). Instagram
gives users an opportunity to share information, through mobile apps, in the form of
photograph or series of photographs, short or long videos. Additionally, people can add
hashtags, captions, locations, filters, and music and tag other users in their posts
(Augustinus & Agnes, 2020). Furthermore, Instagram offers private messaging between
users. It could be a chat between two people, or a group of people. Another feature of
Instagram is stories. Stories can also be private among “close friends” and public to all the
people, that follow the user. Stories can come in a photo and video that are visible for 24
hours only, with less formality than a post on a user’s page (Carpenter et al., 2020).
Moreover, Instagram started to provide shopping services, as a separate section on the
app, as of 2018. This service allowed retailers and brands to sell directly to Instagram
users without the need for their original brand website (Djafarova & Bowes, 2021).
Instagram is one of the most popular social media networks today, which allows users to
create content, share it with others, and get feedback, however, there are other networks
that are similar to Instagram, which businesses can also work with (Appel et., 2019).

1.1.2 Facebook

Another well-known social media platform is Facebook. Facebook was created in 2004 and
has over 2.95 billion registered users today. Facebook is a platform, where people can
create their accounts, and social media pages free of charge (Nadkarni & Hofmann, 2012).
Facebook is available in 37 different languages, which allows more people to use
Facebook as means of communication (Augustinus & Agnes, 2020). People started to use
Facebook to satisfy their need of being heard, by sharing their thoughts and opinions on
the platform (Laor, 2022). Features that Facebook provide to the users are for instance
visible profiles, friends list, status, events, photos/videos, messages, chat with multiple
people at the same time, sharing and liking of posts, and lastly, the wall, where people
can share their thoughts, pictures, and videos, and news feed (Nadkarni & Hofmann,
2012). Facebook can be said to be a platform for the online representation of offline
relationships between people (Haenlein et al., 2020). Facebook is an established social
media platform, that has worked for many years. Facebook has the highest number of
monthly sessions, meaning that one user visits Facebook about five times a day.
Additionally, Facebook has the highest monthly usage of approximately 13 hours and the
8
highest number of posts from users (Haenlein et al., 2020).
Moreover, businesses tend to use Facebook accounts to notify customers about different
promotions, products, and messages of the brand. With the use of Facebook, businesses
are able to collect and analyze feedback right away, without the need for any special tools
(Chawla & Chodak, 2021). Facebook offers public features such as a marketplace, events,
and presence technology (Augustinus & Agnes, 2020). A strong presence on social media
platforms, such as Facebook, gives brands an opportunity to encourage users, their
potential consumers, to share and emphasize the brand image they have or the brand
image they try to establish (Dehghani & Tumer, 2015). However, before Instagram was
invented, Facebook was a great social media platform to use for digital marketing. Since
2010, Instagram became the main platform for digital marketing. Instagram was created
to capture important moments and is not used to check the company’s office opening
hours (Augustinus & Agnes, 2020). Facebook now has the lowest satisfaction score, the
highest number of users that want to leave Facebook, and the highest drop in
engagement between the years 2016 and 2019 (Haenlein et al., 2020).

1.2 The Relationship between Social Media and Brand Image

Brand image, in simple words, can be described as how consumers perceive the brand,
what associations individuals have with the brand, and how popular the brand is (Shahid
et al., 2017). Consumers shape their cognitive image of the brand by looking at the beliefs,
thoughts, and perceptions the brand projects (Jung et al., 2020). Brand image has a direct
impact on a brand’s success, sales, market share, and overall performance of the brand in
a specific industry. A positive brand image attracts new customers, which may lead to the
development of the brand and an increase in profits, hence an increase in sales (The
Investopedia team, 2021). A positive brand image helps brands to position themselves on
the market, increase brand performance and make the brand stand out from their
competition (Jung et al., 2020). Brands with a brand page on social media allow them to
have updated information about consumers and exposure to the brand. A brand social
media page gives an opportunity for the brand to promote a positive brand image by
posting content, collaborating with famous influencers, and communicating with
consumers through comments, likes, and reposts (Gao & Feng, 2016). Consumers use
social media to learn about specific brands and brands’ services or brands’ products.
9
Using social media consumers can form their perception of the brand image, whether it is
positive or negative, depending on how dedicated the brand is to social media marketing
(Park, 2017).

Nowadays, researchers investigate factors that influence the success of branding on social
media. The studies include many different factors, specifically position, size, vividness,
variety of social media platforms that are used, and interactivity (Djafarova & Bowes,
2021) with the overall objective to find ways for more efficient marketing of brand image
on social media (Gao & Feng, 2016). Brand image is a mix of different aspects, such as
brand knowledge, brand awareness, and brand loyalty. A crucial aspect of the promotion
of brand image on social media is brand recognition. Brands with a high number of
customers have better brand recognition, which, therefore, leads to higher earnings
(Shahid et al., 2017). Brand recognition goes hand in hand with social media
engagement. Brands are able to establish a relationship with their consumers and
potential consumers, in order for the brand to stand out and be recognized in comparison
to their competition (Coelho et al., 2018).

1.3 Traditional Marketing

It is essential to consider how and where digital marketing originated in order to have a
better understanding of the topic. Marketing is all possible activities that businesses can
do in order to get their product or service into the hands of the consumer. To have
effective marketing strategy businesses must know everything about their consumers and
competition. There are different types of marketing tools that exist today. It is crucial to
differentiate traditional marketing tools and social media as marketing tool (Todor, 2016).
Traditional marketing is a form of marketing that is done offline to reach out to
consumers. Traditional marketing tools are business cards, print advertisements
(businesses may choose to send out catalogs to people’s houses), newspapers/magazines,
billboards (if the billboard is placed in the right location, for instance in a location where
there is a lot of traffic all the time, then many people might see the advertisement and
respond to it), brochures, etc. (Lawrence et al., 2018).

There are advantages and disadvantages to traditional marketing tools. The advantages
are high reach levels and direct feedback from the consumer, but only in some tools, such
as cold calling. Another advantage is the possibility to reach out to a specific audience.
However, the disadvantages are, for instance,10
the cost of traditional marketing tools can
be costly, renting or buying space for billboards/printed advertisements or hiring
employees for cold calling, in an attempt to sell the product. Another disadvantage is only
a few traditional marketing tools accommodate a direct response, therefore there is no
consumer-brand relationship (Taherdoost & Jalaliyoon, 2014). Furthermore, businesses
started to use social media more and more frequently as a marketing tool to reach out to
customers and have two-way communication, rather than just receiving feedback, where
consumers can reach out to the brand and the brand can respond in different ways, for
example by improving what the consumer is concerned about or answering to the
consumer directly (Appel et al., 2019). With a lot of new big data analysis, metrics, and
forecasting, businesses cannot analyze everything by themselves. This is where digital
marketing comes in, with all the important features and analytics being included in social
media platforms by the creators (Todor, 2016).

1.4 Social Media Marketing in the Fashion Industry

Social media marketing can be defined as “methods for advertising products, services, or
brands using the internet, by attracting the interest of groups of people who discuss them,
make suggestions about them, etc. online” (Cambridge Dictionary, 2023). Digital marketing
was first developed in the 1990s and 2000s, and since then fashion brands have started to
make use of digital marketing more and more frequently (Sudha & Sheena, 2017). Social
media combines two response marketing, direct and indirect (Taherdoost & Jalaliyoon,
2014). Direct marketing in social media comes from the brands themselves, by engaging
with their customers, for instance with the use of user-generated content of liking and
commenting on brand-generated content. Indirect marketing, on the other hand,
encourages customers to approach the brand. Indirect marketing is all about building
brand awareness and spreading it on social media, for instance with the use of social
media influencer marketing (Todor, 2016). Social media marketing is constantly changing,
specifically how content is created, shared, consumed, and how the brand image is spread
(Gordey et al., 2016). Constant work done on social media marketing activities can
improve consumer trust, intimacy, relationship equity, brand equity, value equity, brand
preference, brand awareness, and loyalty from consumers and allow brands to put higher
prices for their products (Khan, 2022).

Social media is potentially one of the most effective and useful channels for targeting
11
consumers, spreading brand awareness, and promoting products and services (Öztamur &
Karakadilar, 2014). Although traditional marketing tools, such as TV advertisements,
billboards, and ratio are effective channels, that were verified over many years, social
media makes it possible to perform the same advertisements but with less effort, cost,
and greater exposure to a larger audience (Kim & Ko, 2012). Moreover, social media is a
relatively costless tool in terms of any other communication channels in marketing, which
gives all businesses, from small start- ups to large established enterprises, equal
opportunity to establish their presents and reputation on the internet (Gamboa &
Gonçalves, 2014). However, creating a business page is not enough for effective
marketing. Brands need to be actively working on their social media pages (Chawla &
Chodak, 2021). Social media marketing is a crucial aspect of a brand’s operating activities
(Öztamur & Karakadilar, 2014). The era of digital marketing forces businesses to find new
ways of interacting, reaching, and communicating with customers (Gordey et al., 2016).
Basic social media marketing requires brands to operate brand fan pages, make
promotions, keep public relations, and most importantly do market research (Öztamur &
Karakadilar, 2014). This allows businesses to analyze data and find the right approach to
have consistent social media engagement in establishing a positive brand image
(Taherdoost & Jalaliyoon, 2014).

Over the years, social media has changed the way fashion is presented and consumed
(Hsiao et al., 2020). Social media is the most popular marketing tool that creates links
between fashion brands and their consumers (Ahmad et al., 2015). With two-way direct
communication, fashion brands are able to work together with consumers to create new
products, improve existing products and develop business models (Kim & Ko, 2012).
Another reason why social media marketing became a popular marketing tool for fashion
brands is because social media marketing has a significant positive impact on the
consumer-brand relationship, where brands are able to get to know their consumer needs
better and consumers are able to build attachment and loyalty to the brand (Hudson et
al., 2016). With the use of social media marketing, brands are able to enforce some
familiar emotions and feelings associated with the brand, making their brand more
memorable in the eyes of consumers. In addition, social media marketing activities allow
brands to decrease any misunderstanding that occurs in the news, social media, or in
comments. Brands can improve their brand image by addressing any issues on their social
media pages and showing some action following the issues or any accusations (Kim & Ko,
2012).
12

Furthermore, social media, particularly Instagram is a perfect tool for brands that are
related to the fashion industry (Djafarova & Bowes, 2021). Social media, like Instagram,
attract younger users. In the United States, 60% of Instagram users are younger than 34
years old, therefore social media marketing is the most reasonable form of marketing
communication for fashion brands (Haenlein et al., 2020). Instagram is a very visual social
media platform, which is great for the fashion industry. Consumers tend to first look at
the photograph of the product they want to purchase and if they like the visual
presentation, they will go into more detail about the product

(Augustinus & Agnes, 2020). Another reason why brands use social media is social media
influencer marketing. Influential people who have amassed a sizable following on social
media platforms are known as social media influencers. They have the power to affect
how the public perceives goods, services, and anything else they may think is important.
Influencers have a significant impact on consumers' purchasing decisions (Freberg et al.,
2011). The fashion market is very competitive; therefore, it is crucial for brands to make
brand-generated content memorable and interesting at the first glance (Djafarova &
Bowes, 2021).

13
CHAPTER - II REVIEW OF LITERATURE

In an overview scattered in 2006, Lee et al. examined the effect on buy objective for US
clothing creators of nonexclusive purchaser credits including regularizing social impact and
brand care, as well as brand-offer points of view like clear quality and incredibly close worth.
256 understudies from Mexico took part in the review. They tracked down strong regions for
an association between saw quality and buy objective. Besides, there is solid areas for
essential for an association between buy goal and saw quality. Regardless, there may be an
underhanded positive connection between's buy point and saw quality on the off chance that
there is a positive association between's clear quality and essential worth. In an associated
report on a substitute culture, the impacts of brand-express factors (like clear quality and
colossal worth) and individual credits (like buyers' prerequisite for uniqueness and
perspectives toward American brands) on buy suspicion toward US retail checks versus
nearby brands were bankrupt down. Eleven Indian understudies took part in this audit. The
survey's exposures show that there is a fundamental negative association between's irrefutable
quality and buy arrive at heavenward, yet not such a ton for lining affiliations. Wiedmann et
al. (2007) utilized four certain classes — monetary, obliging, social, and individual — to pick
respect. The going with subjects are by and large covered by the monetary point of view:
cost, thing respect, cost, markdown, and speculation. The sensible point of view causes to see
the parts, utility, uniqueness, determined quality, strength, and nature of the thing. The
"individual perspective" of a client's craving to buy overabundance things is depicted as
follows: self-character, fulfillment, and genuineness are head determinants of goliath worth.
The advantages that an individual could get from work and things given by individuals from
their social affiliation are sorted out by the social viewpoint. These advantages, such its
standing and notoriety worth, could convince somebody to buy expensive things.

Benady, David (2008) zeroed in on client direct in England in general according to the
ceaseless cash related emergency. It keeps an eye out for how individuals' spending plans
have changed from eating out at unreasonable bistros to buying facilitator clothing starting
from the beginning of the cash related emergency. It proportionately takes a gander at the
difficulties experienced by extravagance brand14proprietors due to declining deals and the
crucial for clients to cultivate their spending to cross the steady divert in the economy. At any
rate cash related viewpoints that impact the getting of extravagance piece of clothing marks
have been seen as in this layout, area information have not been combined.

Berthon et al. (2009) centered in extraordinary by and large of ephemerality and style of the
extravagance brands in their assessment. While there are fluctuating perspectives on what
unequivocally is luxuriousness, it is concurred that overabundance, overall, thing are
confounding an outcome of their experience, imagery, and worth. The different systems for
showing up and it are analyzed to show things like this. It's essential's significant that these
designs shift considering whether the flood things in issue are consumable or extremely great.
A check of the evaluation is that the upscale style names were picked exculpating section
factors like age, bearing, culture, etc. As shown by Wiedmann et al. (2009), the longing of a
quickly creating class of truly rich people to buy overabundance carves is the explanation for
the delinquent worth of extravagance style brands in emerging nations like China and India.
They need to walk their truly gotten fortune and gain confirmation into the clearly prosperous
society. Their craving is to buy clear abundance things that audit them from the functioning
individuals and part their separation. Their decision of flood plan marks is influenced by all
components of extravagance rules, including social, individual, solid, and reasonable ones.

Wiedmann et al. (2009) made a model of overabundance respect by considering four head
perspectives on lavishness respect. The main discussions about the thing's worth. This is
considering the way that its extraordinary quality and worth incredibly changed its super cost.
The going with part is the utilitarian worth of the thing. This has to do with how well the
thing fulfills the client's necessities and referencing. It has credits like amazing quality,
uniqueness, and reasonableness. The third point is the thing's worth with essentially no one
else. This plans the client's certain propensity for first in class stock. Clients of overall around
amazing quality strategy brands are allowed to see the worth all through standard ordinary
presence, be genuine, and walk their accomplishments. The last part to be considered is the
thing's obliging worth. This recommends that people who purchase unprecedented quality
style brands do as such attempting to confine themselves from the get-together and gain the
gift and enormous energy for the prosperous. Since they need to go up the social stepping
stool, they would rather not buy things that the typical individual can bear. This introductions
credits like affectedness, vainglory, and capacity respect.

Fionda and Moore (2009) took a gander at the essential parts that lead to the advancement
of premium blueprint brands utilizing a critical15different case research approach. To secure
data for their assessment of twelve generally around abundance style firms, they illustrated
different aide sources, including media stories and corporate records, as well as orchestrating
made interviews with the objective respondents. Investigating respect, ease of use respect,
quality worth, uniqueness respect, degenerate worth, validness respect, self-character respect,
prominence worth, and endorsement respect are the nine interconnected parts that are integral
for the development of abundance game-plan advancing. The last evaluation of the overview
lays out that supervising premium blueprint affiliations is regularly enraging and that
practical overabundance style endeavors request solid areas for an of thinking.

Berthon et al. (2009) spread out flood plan firms considering three clear worth based
attributes: reasonable, experiential, and basic. The legend, stories, and significance joined to
the brand, notwithstanding the purchaser's pay, respect, and money related standing, supply
the social signals that contain the fundamental part. Regardless of what the expressive and
instrumental bits of the splendid three-district model of impression the pioneers, this study
adds two further sub-points of view for essential worth: free and other-made imagery. The
assessment tracked down that credits that help social signs — the huge side of other-worked
with imagery — and the improvement of individual characters — the expressive side of free
imagery — both have fundamental importance. Richness things have a preposterous cost for
quality degree

Wiedmann, Hennings, and Siebels, 2010 Overabundance stock are depicted in real money
related issues as those whose respect extensions in direct degree to their especially adaptable
premium, which depends on pay. Despite the way that prominence names are expensive by
regular measures, individuals stir them to walk their flood and status. This plans the buy's
sensible worth. Indian ladies will request improvement, yet Indian men had an every one of
the more unambiguous viewpoint on US relationship, as shown by research by Lee, Kumar,
and Kim (2010). Positive evaluations of US brands among Indian clients were connected with
better brand persistence, higher saw quality, and more brand review and care than negative
experiences. This study took a gander at vigorous Indian buyers' choices of things that assist
them with fanning out their lord characters through wandered things. Anyway, prior
evaluations on dress affiliations haven't exactly checked these clients out.

Patel (2010) To look further into the attributes of premium brand clients and the level of
luxury use, showed head supervisors. They all concur that they are quality-careful clients that
appreciate and contemplate quality. The focal client get-together should spend their money
16 than on extra reasonable yet prohibited
on additional outrageous brands that merit the work
things. People who buy extravagance things for their goliath worth, or the second sort of
client, evidently do as such to feel truly legitimizing others' respect and solicitation. Heine
(2010) reviewed the qualities of flood plan brands. He used a structure called the repertory
association, which makes rules and necessities for getting and-comers considering the
qualities of their picture. Using the repertory network approach, he drove all over interviews
with fifty luxury plan buyers to close their affinities with first in class style names. Despite
what the five critical bits of character — strength, luxury, abnormality, improvement, and
elitism — he named 49 man credits. Besides, he conversed with around sixty people of the
upscale dress industry eye to eye. He recorded 52 hitting individual credits related with
richness style relationship in his choice, and he proposed that these revelations go likely as
the foundation for extra assessment concerning the subject of luxury strategy brand character.

Venkatesh et al. (2010) guided a basic assessment to take a gander at the relationship
between female clients' impression of overabundance dress and their penchants and
speculations about what they resemble. Their speculative framework was decently educated
by research driven in the fields of excited work, feel of creation, and strategy for get-together.
They uncovered that there is a sensible relationship among's drawing in quality and
sumptuous pieces of clothing brands. This will hugely influence research on lavishness pieces
of clothing checking as demonstrated by a client direct perspective. Experts Baltas,
Argouslidis, and Skarmeas (2010) found a relationship between client qualities and the
dispersing of store support. Several bits of purchaser purchase direct radiate an impression of
being affected with cash saving benefit splits the difference, showing that different clients
answer prizes in various ways. This is especially goliath for affiliations that need to make and
direct buyer clarification consistent quality and correspondence programs considering the
way that the responsiveness of their goal market wraps up how well these designs work. It
was correspondingly struggled that predictable quality undertakings are not just about
keeping a relationship of committed clients. It very well may be trying to target misleading
clients since they will answer antagonistically to publicizing attempts. They besides depicted
the standard dispersing of work for looking for food between families with gigantic degrees
of pay laborers. Titanic families and astounding clients relative utilize these buying structures
to audit expenses and track down the best offers. Tremendous families also endeavor to
basically more rapidly serve their family's influenced and heterogeneous thing demands
through their purchasing. Retail managers can despite try to assist client consistent quality
with late night pondering huge families and perceived fashionistas who could right at present
17
have a basically grounded practice of making purchases at various spots. To see regard
creation processes in this particular setting,

Tynan et al. (2010) drove gigantic evaluation research and made a theoretical model of huge
worth sorts for premium brands. They talked reliably all good of correspondences that happen
between first in class style association owners, their client base, and others in their
affiliations. Together, these trades can make a dazzling worth and set premium system names
close to one another. Australian clients mature sufficient Y are truly centered around in the
2010 review "The spots of clients' essential for uniqueness and status use in high style
lavishness brands," by Chelsey Last et al. Besides, they uncover that they mean to purchase a
rich social gathering of coordinated to-wear high style pieces of clothing. The principal
objective is to pick how much buyers, both status and non-status, see that irrefutable excess
dress brands are pressing and how this effects their yearning to buy. This plans the demeanor
and exercises that general style pieces of clothing publicizing specialists ought to consider.
The openings show that brand pieces of information biggestly influence clients' buy doubts,
dependent upon the sort of client and their advantage for uniqueness.

As shown by Jasper and Sanguanpiyapan (2010), there are different delinquent and
standard inspirations driving why people purchase gems, suggesting that these viewpoints
influence client lead. The thing scale, which considers several factors such thing quality,
retail expenses, size and plan, express store area, and solid hours, drives the utilitarian
inspirations. Clearly, contaminated reasons set pursuits, for instance, shopping, imagining,
celebrating hard, and remaining mindful of the most superb models. The realness of the
speculations on the clarifications for the getting of extravagance things was examined by

Lasaleta et al. (2010). It makes reference to three tremendous evaluations concerning the
matter, the most demonizing of which was driven in 1912 and put forth the protect that
people who purchase flood things do as such considering the way that they trust these things
to be the representation of flood and status. The concentrate other than stands up stressed that
buyers' depictions and assessments of flood things are impacted by their past purchases.
While cash and psychographics have been established on speaking with excess approach
brand purchases, other piece factors have not been thought of. In his 2010 design, "Parts
Impacting Client Buying Behavior of Overabundance Really take a gander at Thing," Khor
Eng Tatt zeroed in on what lavishness brands mean for clients' choices of what to buy. The
survey sorts out the potential for help between the fixing part, pay, and the free factors, cost,
saw quality, saw social standing, and brand 18
steadiness, in the setting of the dependent
variable, client purchasing conduct. A review frame was made thinking about a past focus on
an equivalent point. By sending the review's arrangements to their associates and
embellishments in mass through email, 200 individuals shared. The responses were
obliterated using SPSS. It was seen that buyers were impacted by cost and saw quality while
making purchases, at this moment not by saw social position or brand relentlessness. What's
more, the data showed that month to month pay obviously impacted the relationship between
the dependent variable — purchaser purchasing conduct — and the free part — brand
obligation. Sensibly, obviously two or three portions have been considered while wrapping
up how excess things are purchased, similar to quality, impulse, social position, and brand
risk. Piece factors like age, bearing, occupation, level of pay, pleasant status, and illuminating
establishment besides influence excess brand purchases. The decisions excess style firms
make concerning what to purchase are impacted by the premium for bigmouth regard, cash
related regard, self-character worth, and reasonable or solace regard. In two express
assessment, Chaudhuri et al. (2011) isolated plans in clients' choices about conceited use.
They saw that previous senseless use is impacted by both client character credits and social
parts. Besides, research has shown that purchaser credits like creativity, social unquestionable
quality, validity, conviction, and unusualness all effect the ways to deal with directing acting
related with clear use. Shukla and Paurav (2011) inspected what meandering signs and social
credits mean for clients' getting a kill from the likely opportunity to purchase excess things.
This study used a depiction of English and Indian clients to check out and ponder the
characteristics, plans, and mean levels of repulsiveness for social points of view. The between
reasonable correspondences are offered more point of view. While controlling social effects
were seen as essential across open endpoints, enlightening social effects were considered
incredibly colossal, particularly among Indian clients. It was in like manner shown that
English clients were ending up being persistently more reliable to meandering prompts.
Moreover, it was shown that brand picture filled in as a key neighborhood between
normalizing social impacts and affinities to buy lavishness things in the two countries.
Fittingly, while other piece characteristics were disregarded, the outline considered the effect
of culture on the decision of flood dress etchings. Another assessment pivot around presents
"brand prominence," which proposes how clear a brand's particular affirmation or logo is on a
thing. The makers proposed a get-together design that places clients into four parties
according to their level of wealth and need for capacity. They relatively showed serious
strong regions for the all between's socials occasion's affection to either extra or disassociate
19 well as those of various parties and their
themselves with people from their own party as
yearning for first in class things with absolutely evidently self-evident or puzzling
meandering. Rich client base who can't collect adequate affirmation to mind who could
quickly make the most of the opportunity to connect with other rich people who have near
interests, whether they aren't among them. People who need to look well off yet don't can buy
ensured luxury stock as on occasion as conceivable retreat to for specific copies. Rich thing
are used by well off individuals who basically stay aware of that status should show to the
less fortunate how striking they are. The getting of richness style names was seen as impacted
by flood, yet various parts including age, course, character, occupation, and culture were not
considered.

Paurav Shukla and Keyoor Purani (2011) offer observational assistance for the for the
most part assessed anyway problematic perspective of excess regard perceptions, which
mixes strong, extravagant, free, and other-composed respects despite cost regard in cross-
public conditions. This assessment uses information from the audit "Checking out at the
meaning of impression of overflow qualities in cross-public settings." A coordinated outline
with two sections was head for the mentioning. While the essential piece of the outline was
all over section in character, the last part looked at the connection between purchasing
spotlights and perspective on premium worth. To frame CFA, the certain program LISREL
was used. Following data cleaning, the outline's last useable model is 230 for the UK and 203
for India, with individual response speeds of 24.83% and 16.91%. In this audit, around 2,000
respondents were reached at extra nice decisions using the retail square block system for data
blueprint. The outline used five critical measures to take a gander at how Indian and English
purchasers saw excess qualities. This thought regarding a point by point assessment of
collectivist and individualistic economies. The results stayed aware of the hypothesis that
different beginning stages of overflow could impact individuals from different beginning
stages and countries. In any case, every one of their areas of effect had a few conspicuous
differentiations. According to the survey's disclosures, buyers of luxury clothing in
collectivist business places review affiliations recollecting less hard decision measures than
do buyers for individualistic business districts. All around, the openings showed the meaning
of fundamental worth choices in affecting people's decisions to purchase overflow thing. At
any rate, there are likewise fundamental public assortments. This study has limits, especially
like a lot of others. It assessed the divisions among India and the UK while focusing in on the
social pieces of uniqueness and neighborhood. There was additionally information from the
two countries. Close to the capacities between the two countries' specific individualistic and
20
collectivist viewpoints, there exist different more neighborly irregularities. In their 2011
paper, "Occupations of brand regard sagacity in the advancement of brand dependability and
brand reputation," Chihyung alright et al. express that as well as helping with spreading out
both brand authenticity and brand prominence, buyer perspective on brand regard
emphatically influence huge brand relationship results. A concluded model was used to
address the affiliations, and CFA and SEM were then used to guarantee them in an electronic
chart that muddled 379 clients in a bistro setting. The results show that conspicuous
utilitarian worth impacts brand relentlessness, but saw liberal and social credits further
empower brand standing. Credibility and reputation of a brand influence brand trust.
Additionally, research has related social picture concurring, saw social worth, and prospering.
The fragment variable and its repercussions were not seen as by the expert in his assessment.
The review's model was given by a primary body of a web impelling evaluation connection,
which bound individuals to convey districts. Among the bits of the excess regard viewpoint
that were picked for this study were social, criminal, and utilitarian characteristics. Fragment
ascribes communicating with coaching were not considered. The impact of the accentuation
on outcome guidelines, for instance, purchase bliss, brand trust, and proclivity was not
considered.

style brand's associations or "certifiable social clients." Bahar Teimourpour,

Kambiz Heidarzadeh Hanzaee, Babak Teimourpour, et al. (2013) did an outline named
"section buyers pondering excess regard bits of knowledge" to find client segments. The
review used a wide meaning of excess that thought in regards to the business, social, and
client parts of the business. To find the sketchy bright lights and eliminated the general
number of sales, the secret 68 instances of the survey went through euphoric truly look at by
15 propelling very much educated specialists and backing by 65 respondents. Finally, 1,200
individuals addressed 63 requesting remembering things for a RennisLikert scale with five
spots, got between "1 = enthusiastically fight" and "5 = quite agree." To see the critical bits of
the excess regard perspectives and foster the review things, a party of 23 showing specialists
were composed. 977 Information for the design was given by Iranian clients. Individuals' age,
bearing, pay, occupation, and level of course made up their piece information. Eight
lavishness factors were found using an exploratory variable assessment. SPSS structure 16.0
was used to test EFA, chi-square testing, and pack appraisal. These parts are used to bundle
these clients using the K-interprets framework. Four obvious lead type types were spread out
through an evaluation of data parties: clients
21 that are materialistic, frugal, socially
problematic, and struggle with buying extreme things. Each industry used a remarkable
system to underline the meaning of the qualities related with excess attributes. This study
helped supports with better changing their frameworks to client feeling by making sense of
the abilities in clients' appraisals of premium worth. Client lead picks the four essential
segments of the excess business. At long last, the review appeared at an objective. Further
pieces of information concerning abundance plan firms in friendly events can be tracked
down in the 2013 review "Saw buy supposition for students towards extravagance brands" by
Mother Zee Tan1, Chun-Eng Tan, Pei-Ni Teo, Min-Khen Tan, and Sok-Yee Teoh. Expected
implications for School Tunku Abdul Rahman students who mean to go on with their
coaching after discretionary school, as well as their evaluations of sumptuousness
arrangement names and their targets to shop from now on, are examined. A few untested
hypotheses were added to the collection of late sythesis to cultivate the reasonable model.
The significance of likelihood and proportionate testing approaches was explored
quantitatively. There were 450 autonomous outlines dispersed all around. Each solicitation on
the study had a five-point Likert scale, where 1 watched out for strong regions for an and 5
kept an eye on strong regions for a. Different direct break faith evaluation was utilized in the
review's certified assessment. The major disclosures of this study showed that heralds
incredibly affected students' tendency to buy extravagance garments names. There are several
helpful repercussions for the overview's disclosures. The review's crucial spotlight on school
understudies going to private colleges in Malaysia is one of its needs. Likewise, neither state-
run affiliations nor other Malaysian colleges could utilize the divulgences. Future
examination ought to zero in on first-year endlessly school understudies who go to state
supported schools. Relative appraisal can comparably be utilized to perceive contrasts in the
typical opportunity buying upmarket things between new understudies at private and public
foundations. Second, most of people in the review were Chinese, with little levels of Malay
and Indian people. The scientists proposed utilizing a course engaged proportionate depicted
model methodology in follow-up evaluations. An evaluation of client lead concerning
extraordinary overabundance affiliations is Mohammad Javad Ghasemi (2014) completed a
clear review to conclude the association between momentous extravagance style brands and
client direct in the Iranian market. An actually made five-guide Likert scale review was
conveyed eccentrically toward 250 respondents who buy abundance item in Tehran, Iran for
the overview. Two events of authentic procedures utilized in the evaluation are ANOVA and
SEM. A modest proportion of the studied eleven million tenants of this city are rich, as
22
shown by the evaluation. The concentrate also explored how clients' viewpoint on enormous
worth, social standards, and the essential for identity influence how brands are seen by
expansive society and why individuals purchase extravagance things. The concentrate also
endeavored to find whether the educational underpinnings of the clients impacted the
extravagance pieces of clothing producers they picked. The outline's credibility is shown by
the way that all of the cronbach alphas are fundamentally higher than the most reduced
allowed fundamental of 0.078. Fundamental condition showing was utilized in the study to
attest each diagram speculation. The outline's outcomes have shown the positive affiliations
that clients have with overabundance brands and their assessments of these affiliations' worth,
constraint, and responsiveness. Over the long haul, the review shows that the impression of
first in class setup marks and the getting of abundance things are emphatically analyzed. A
basic of the examination is that it just contemplates the edifying underpinnings of the people,
pardoning any segment information. A limit of the study was that it exclusively researched
the longing to buy extravagance things as the result variable, overlooking different
components. .

Suresh and Vijaya (2014), Choo et al. (2004), Devgan and Kaur (2010) Earlier
examination by White (2008), and Choo et al. (2004) saw the key parts affecting youth direct.
The elements of the retail outlet, improvement and pictures, buyer lead, purchasing
approaches to acting, thing costs, realness, information security, and client enchant were a
piece of these parts. The appraisals, unintentionally, have been completely completed in
standard conditions, like stores or shops. Yongjun Sung et al. (2015) made a speculative
development and a dependable and definite scale for investigating the individual qualities of
luxuriousness style firms. It analyzes the costs attracted with these exercises as well as the
monetary piece of buying extravagance stock. Splendor brands are normally associated with
excessive dress. Considering their reasonableness, individuals who are normal workers and
lower-class need to buy richness style names. This recollects that them from others. As
opposed to purchasing excessive extravagance things from upscale brands since they are
reasonable and appropriate, clients purchase these things to satisfy mental necessities, for
example, materialistic, sumptuous, and social longings.

23
CHAPTER3 RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

It is commonly accepted that the methodical gathering, recording, and analysis of data
pertinent to issues with product and service marketing constitutes a part of the definition of
research. Research techniques will enable methodical approaches to the topic. The research
plan is the cornerstone of any research approach. The program's associated tasks have been
finished.

RESEARCH DESIGN

In this study, a descriptive research design is employed. Descriptive research can be used to
address a range of questions if the researcher is already familiar with the events or problems
under study. In this inquiry, both the technique and the opinion survey method will be
applied.

RESEARCH OBJECTIVE
1. To evaluate the effectiveness of influencer marketing strategies in shaping brand
image within the fashion industry.
2. To assess the influence of influencer endorsements on consumer perceptions of brand
trustworthiness in the fashion sector.
3. To identify key factors that contribute to successful influencer-brand partnerships and
their impact on brand-consumer relationships.
4. To examine the role of authenticity and relatability in influencer-generated content
and its influence on brand engagement and loyalty.
5. To analyze consumer attitudes and behaviors towards fashion brands promoted by
influencers and their implications for brand equity and long-term sustainability.

Data Collection Method

In order to evaluate the current state of affairs, we will examine secondary data sources.
Numerous secondary sources, such as books, journals, study paper websites, and other
24
relevant sources, will be looked through in order to collect secondary data.
SECONDARY DATA:-

Secondary data was gathered via the internet, journals, and manuals. The websites and final
data were thoroughly examined in order to get the desired outcomes.

25
CHAPTER-IV

DATA ANALYSIS AND DISCUSSIONS

This assessment's done sensible way of thinking was segregated into four phases. The
principal stage in completing the center assessment is to orchestrate respondents
proportionately as far as conceivable including heading, adult, close status, pay, preparing,
and business. The central objective of the second piece of the assessment is to truly take a
gander at the monetary, typical, individual, and social factors that influence the excess style
exhibits that are the subject of the referencing, nearby the relating subdimensions of cost,
convenience, quality, uniqueness, self-character, materialistic, wanton, obviousness, and
wonder. The essential objective of the really insinuated evaluation is to find the association
between the respondents' part credits and how much the parts influence the luxuriousness
respect. The last piece of the layout takes a gander at the association between the two end
parts (client unwavering quality, shopping fulfillment, relaxed exchange and repurchase
hypothesis, friendship, and brand trust) and the central methodology of result factors. The
free and subordinate components are set in the assessment's last part. The power scientist has
had the decision to grasp the relationship among free and subordinate parts in foreseeing
repurchase objective by utilizing this technique to encourage a composite evaluation model.
To do this, it utilizes significant condition appearing, or SEM, and AMOS collection 21.0.
The sub-sensible method considers both fundamental courses that are convenient and
winding. Clear multivariate variable evaluation structures, for example, the Chi-square, one-
way ANOVA, t-test, Duncan Different Show up at Test (DMRT), and indisputable part
appraisal (CFA), were added to the truly recorded obvious contraptions. The going with
fragments present the disclosures and examinations that come from applying a degree of
techniques to help tremendous selection, including stepwise fascinating apostatize, stowed
away condition showing up (SEM), moderate intercession, clear bits of information, and
others.

26
CLASSIFICATION OF RESPONDENTS

Table 4.1 presents the respondents' depiction considering seven separate area factors: bearing,
age, planning level, private status, occupation, individual remuneration, and rehash of
purchases. This technique is relevant to the appraisal of what buying ways to deal with acting
of the model respondents regarding richness style names.

Table 4.1 Classification of respondents on the basis of demographic profile.

27
28
SOURCE: primary

The going with table shows that, out of the 613 respondents in the model, 284 tended to
46.3% of ladies and 329 tended to 53.7% of men. The snowball surveying structure was
utilized to pick the model responders at clashing. The outcomes show that a more essential
level of male than female clients purchase first in class style brands. Indeed, men are the
objective market for an epic piece of the upscale style firms related with the blueprint's
model. There's a motivation driving why men are recommended on a more customary
clarification. Clearly fitting to disregard contrasts in model affirmation between heading
packs thusly. Following applying an arrangement for get-together confidential status, it was
tracked down that 284 respondents (46.3% of the aggregate) and 329 respondents (53.7% of
the aggregate) were single and hitched, straightforwardly. It somewhat shows up alright to
fathom the inspiration driving why hitched respondents made up a further level of the model;
maybe they shared to pick names for ordinarily unfathomable quality dress. 66% of those
broke down are between the ages of 26 and 30. The age get-togethers of under 25 (18.5%),
more than 40 (12.5%), and 31-35 (23.2%) are restricted out in the assessments. These
salvages are more settled than by a long shot most locally. All around, 23.3% of people are
between the ages of 26 and 40. The level of people under 25 was basically 18.5%. It keeps an
eye available's capacity to get cash and buy marvelous quality dress. The way that only
12.5% of people more than 40 have a spot with this age pack is affirmation of the charm of
first in class style brands. The three age packs detached in the review are the key goal market
for consistently radiant quality dress affiliations. There are 38.8% (238) utilized respondents,
trailed by business respondents (27.2%, 167), proficient respondents (19.7%, 121), and
understudy respondents (14.2%, 87) taking into account the model task across a couple of
word related get-togethers. Also, since the audit people's affirmed limit in regards to business
and flood improvement could impact their ability to get and utilize extravagance style names,
it's brilliant to follow the truly hinted models for test choice and overview part join. Taking
into account people's self-obvious edifying foundations, 228 individuals, or 37.2% of the
aggregate, didn't hold a long confirmation. The second arrangement of reactions included
people who had really finished accomplice school (8.8%; 54), post-apparent level degrees
(30.5%; 187), and competent degrees (23.5%; 144). 33%, or 86%, of the respondents
acquired between Rs. 50,001 and Rs. 75,000 yearly. 65 people, or 26% of the aggregate,
29
made between Rs. 75001 and Rs. 100,000, which put them in the going with level of pay. Of
the remuneration interest, 29% (128) made not quite Rs. 50,000, and 29 percent (134) made
more than Rs. 100,000. Research shows that overwhelmingly most of purchasers of
extravagance plan brands fall into two levels of pay: people who get some spot in the level of
$50,000 and $75,000 and individuals who gain some spot in the level of $75,000 and
$100,000. There are really less clients in the remuneration ranges between these two
groupings. The respondents' cash related circumstance impacts how as from time to time as
potential they wear extravagance style names. Every one of the more prosperous people
probably won't focus in on including these brands as much since they are absurdly involved
or redirected with different responsibilities, yet those with lesser benefit could encounter
more basic trouble managing the cost of them. A particular's spending models could give
sorting out about their way of life, social standing, and level of interest in overabundance
brands. The going with table shows this setting picture. In under 90 days, more than 28.9%
(177) people bought abundance style marks; then again, 14.2% (87), 19.2% (118), yearly,
15.5% (95), and 22.2% (136) purchased precisely true to form. The information in the table
above shows that a goliath piece of the social gathering is a searing embellishment of flood
plan names. The truly depicted consistent cycle manages it to assess what every respondent's
segment profile means for the free and subordinate factors affecting their propensity to make
another buy

Confirmatory factor analysis

As previously mentioned, confirmatory factor analysis (CFA) was used by the present
researcher as a preliminary evaluation to determine the extent to which the measured
variables faithfully represent the concept (Hair, Black, Babin, Anderson & Tatham,
2006). Structural equation modeling was utilized to perform CFA using the AMOS
program, allowing for model fit improvisation based on the overall fit of the
measurement model (Arbuckle, 2012). The one-dimensional and multidimensional
variables underwent independent CFA analysis.

Results of Reliability and Validity Analysis

Right when a movement conveys strong disclosures and is sans bumble, it very well may be
areas of strength for considered, (2000). How much the different parts qualification and one
more is kept an eye out for by inside consistency. A degree of inside consistency of the pieces
30
accumulated to cover a given part is the Cronbach's alpha. In addition, it has been embraced
that to ensure the legitimacy of measures, multi-thing scales should be picked over single-
thing scales (Jacoby 1978; Paul 1979). Utilizing embraced and endeavored questions can stay
aware of the persevering through considered creates and results, as shown by Straub (1989)
and Boudreau and Gefen (2001). Consequently, as certification of diligent quality and
credibility in detachment, the exercises used in this study are gotten from truly conveyed
research works that showed far in overabundance of consistency with a slight change.
Regardless, split-half aiding through quality (Guttman1945) and Cronbach's alpha coefficient
(1951) were utilized to test inside consistency.

31
32
 Table 4.3 AVE and correlation matrix among the variables

Note: Diagonal element (in bold) represents square root of the AVE

33
The construct reliability and Cronbach's alpha measurements of dependability are both more
than the necessary value of 0.7, as Table 4.2 above demonstrates. Furthermore, dependability
values were found to be generally higher than the permissible level, ranging from 0.70 to
0.89. Hair et al. (2006) proposed three criteria: larger than 0.5 AVE, greater than 0.5
dependability, and greater than 0.5 standardized component weights. These benchmarks can
be used to demonstrate convergent validity. Table 4.2, which shows that each construct's
average variance is higher than the usual cutoff value of 0.5, supports these conclusions.
Furthermore, the AVE of the buildings is greater than 0.5, as seen in the previous table. The
factor loading estimates are found to be greater than the ideal threshold value of 0.5 given the
regression weights; this finding is statistically significant and supports the convergent
validity. Additionally, the CR computation demonstrates that the structures' composite
dependability is greater than the 0.7 cutoff criterion. Thus, the satisfaction of the
requirements for composite reliability, AVE, and all regression weights influences
convergent validity. The recommended way to prove discriminant validity is to compare the
squared correlation between two constructs using any of the individual AVE values (Hair et
al., 1998). The squared correlation estimate must be less than the AVE estimates in order to
be valid. Therefore, to assess the discriminant validity of a construct The square root of the
average variance extracted (AVE) of each construct is compared with the associated
correlations, as recommended by Fornell and Larcker (1981).Table 4.3 shows that the square
root of the AVE (boldly shown in the diagonal) is greater than the correlations for all
constructions. The results displayed above provided evidence for the constructs' discriminant
validity in this investigation. Fifteen different criteria were looked at in this analysis, and not
a single one displayed a negative link
Factor analysis

Factor analysis is used to measure all fifteen variables since it provides the most
understandable grouping. Principal component analysis (PCA) was used to identify the latent
structure (sub factor) that gave rise to dimensions once the factor weights were recovered.
After that, these factors are rotated using varimax rotation in accordance with Kaiser Meyer
Olkin's (KMO) suggested normalization technique. The characteristics of each factor were
also examined separately in order to determine whether or not the constituent elements are
coming together to form a single factor. The scale
34
dimension is theoretically obvious only
when the traits meet the next two conditions; otherwise, they are kept for additional research.
The maximum factor loading of an attribute on any rotational factor had to be at least 0.5, and
the selection criterion stipulated that the difference between the highest and second-highest
loadings on the rotating factors had to be at least 0.10. Factor analysis has been performed on
the information obtained from the sample respondents—who are likewise regarded as
legitimate—using the previously stated criteria The number of eigenvalues is large.
Confirmatory factor analysis is used to assess the assembled parts of the built structures
(CFA). On the CFA form, the outcomes of actual hypothesis testing are shown for every
item; elements are only combined when a factor has more than three components.

35
1. AGE:

SOURCE NO. OF RESPONDENTS VALID PERCENT

18-24 21 21%

25-34 17 17%

35-44 10 10%

45-54 52 52%

TOTAL 100 100%

36
2. GENDER:

SOURCE NO. OF RESPONDENTS VALID PERCENT

Male 60 60

Female 40 40

TOTAL 100 100%

37
3. OCCUPATION:

SOURCE NO. OF RESPONDENTS VALID PERCENT

Student 31 31%

Professional (non- 10 10%

fashion industry)
Fashion industry 15 15%
professional
Other 44 44%

TOTAL 100 100%

38
4. HOW OFTEN DO YOU PURCHASE FASHION ITEMS?

SOURCE NO. OF RESPONDENTS VALID PERCENT

Daily 21 21%

Weekly 16 16%

Monthly 20 20%

Occasionally 43 43%

TOTAL 100 100%

39
5. PREFERRED SHOPPING METHOD FOR FASHION ITEMS:

SOURCE NO. OF RESPONDENTS VALID PERCENT

Physical stores 31 31%

Online 10 10%

Both 12 12%

TOTAL 100 100%

40
6. FACTORS INFLUENCING FASHION PURCHASE DECISIONS:

SOURCE NO. OF RESPONDENTS VALID PERCENT

Brand reputation 12 12%

Quality of materials 11 11%

Price 7 7%

Design and style 5 5%

Celebrity endorsements 65 65%

TOTAL 100 100%

41
7. IMPORTANCE OF CULTURAL RELEVANCE IN FASHION PURCHASES:

SOURCE NO. OF RESPONDENTS VALID PERCENT

Extremely important 6 6%

Very important 38 38%

Somewhat important 13 13%

Not important 43 43%

TOTAL 100 100%

42
8. IMPORTANCE OF DIVERSITY AND INCLUSION IN FASHION MARKETING:

SOURCE NO. OF RESPONDENTS VALID PERCENT

Extremely important 32 32%

Very important 23 23%

Somewhat important 15 15%

Not important 30 30%

TOTAL 100 100%

43
CONCLUSION
In conclusion, influencer marketing has emerged as a powerful tool in shaping brand image
and trustworthiness within the fashion industry. By leveraging the authenticity, reach, and
relatability of influencers, fashion brands can connect with consumers in meaningful ways
that traditional advertising often cannot achieve. The impact of influencer marketing extends
beyond mere exposure; it fosters a sense of trust and credibility among consumers, as they
perceive endorsements from influencers as genuine recommendations rather than overt
advertisements. Through social proof, engagement, and the perceived expertise of
influencers, brands can enhance their image and establish themselves as trustworthy sources
in the eyes of their target audience.
Moreover, influencer marketing facilitates direct engagement with consumers, creating
opportunities for brands to build meaningful relationships and foster a sense of community
around their products. By collaborating with influencers who align with their values and
resonate with their target demographic, fashion brands can amplify their message and
increase brand loyalty. Additionally, the content created by influencers serves as valuable
user-generated material that showcases the brand's products in real-life settings, further
enhancing its appeal and trustworthiness.
However, it is crucial for fashion brands to approach influencer partnerships with caution and
discernment. Authenticity is paramount in influencer marketing, and brands must ensure that
their collaborations feel genuine and align with their brand identity. Partnerships that appear
forced or inauthentic can undermine consumer trust and damage the brand's reputation.
Furthermore, brands should remain vigilant about compliance with advertising regulations
and maintain transparency with their audience to uphold credibility and trustworthiness.
In summary, influencer marketing offers immense potential for fashion brands to enhance
their image and build trust with consumers. By strategically leveraging the influence of
individuals who resonate with their target audience, brands can create authentic connections
and drive engagement in ways that traditional advertising cannot replicate. However, success
in influencer marketing requires careful planning, authenticity, and a commitment to
transparency to ensure that partnerships are mutually beneficial and contribute positively to
the brand's reputation and trustworthiness in the long term.

44
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47
QUESTIONNAIRE
1. Age:
 18-24
 25-34
 35-44
 45-54
 55+
2. Gender:
 Male
 Female
 Non-binary
 Prefer not to say
3. Country of Residence:
 [Open text box]
4. Ethnicity:
 [Open text box]
5. Occupation:
 Student
 Professional (non-fashion industry)
 Fashion industry professional
 Other (please specify)
6. How often do you purchase fashion items?
 Daily
 Weekly
 Monthly
 Occasionally
 Rarely
7. Preferred shopping method for fashion items:
 Physical stores
 Online
 Both
8. Factors influencing fashion purchase decisions:
 Brand reputation
 Quality of materials
 Price
 Design and style
 Celebrity endorsements
 Social media presence
 Others (please specify)
9. Importance of cultural relevance in fashion purchases:
 Extremely important
 Very important
 Somewhat important
 Not important
10. Importance of diversity and inclusion in fashion marketing:
 Extremely important
 Very important
 Somewhat important
 Not important