Track: Business Management

Abstract

The development of fashion industry in several countries has experienced rapid development. However, the growth of the fashion industry causes fierce competition among brands that leads them to intensify their marketing. In an age of digitalized interactions, some of the classic aspects of marketing have evolved including the usage of social media and influencer marketing. This study aims to determine factors that affect consumers’ attitudes toward social media influencers and that impact on brand attitudes and purchase intentions toward the fashion industry using the conceptual model of Theory of Planned Behavior (TPB). A quantitative approach is employed, with the data collection method using an online survey from 159 respondents and continued to be researched. The data obtained has been tested using Smart PLS3 software. The results of the study indicate that consumers’ attitudes toward the influencer have a positive and significant influence on brand attitude and purchase intentions. This study also indicated that perceived behavioral control and perceived expertise are also found to be positively impacts while perceived credibility and trust negatively impact the consumers’ attitude towards the influencer.

Keywords: Social Media Influencer, Attitude Towards the Influencer, Brand Attitude, Purchase Intention, Fashion Industry