Impact of Influencer Marketing on Consumer Buying Behaviour in the Apparel Industry using Thematic Analysis

Abstract

In the modern digital era, influencer marketing has emerged as one of the most effective promotional strategies for apparel and fashion brands, especially on social media platforms such as Instagram. Traditional marketing methods are gradually losing their influence among younger consumers, while social media influencers have become powerful sources of brand communication and consumer engagement. This study focuses on analyzing the impact of influencer marketing on consumer buying behaviour in the apparel industry. The research examines how influencers affect customer awareness, trust, purchase intention, and brand perception through their social media presence and promotional activities.

The study is based on primary data collected through an interview with a digital account manager who possesses practical knowledge of influencer marketing strategies and campaign management. The findings reveal that influencer marketing helps apparel brands reach a wider and more targeted audience, improve customer engagement, and create stronger emotional connections with consumers. Factors such as influencer credibility, audience engagement, authentic content, and proper campaign strategy significantly influence the effectiveness of influencer marketing. The research also highlights the growing importance of Instagram as a marketing platform due to its high user engagement and visual appeal.

Overall, the study concludes that influencer marketing has become a powerful and future-oriented marketing communication tool for apparel brands in the competitive digital marketplace.