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VOL. 10, ISSUE 3 (2024)
Exploring the power of influencer marketing in the digital era in fashion industry
Authors
Simran R Kalyani
Abstract
In the digital era, influencer marketing has
developed as a pivotal strategy in the fashion industry, revolutionizing how
brands engage with consumers. This study examines the power of influencer
marketing, focusing on its impact on brand visibility, consumer trust, and
purchasing behavior. By leveraging the reach and authenticity of social media
influencers, fashion brands can effectively target niche markets, create
personalized marketing campaigns, and foster a sense of community among
followers. The research highlights the symbiotic relationship between
influencers and fashion brands, where influencers gain credibility and audience
growth, while brands benefit from increased engagement and sales. Additionally,
the study explores the role of micro-influencers and their growing significance
in driving brand loyalty and influencing purchase decisions. Through a
combination of quantitative data analysis and qualitative case studies, this
research underscores the transformative potential of influencer marketing in
shaping the future of the fashion industry.
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Pages:40-44
How to cite this article:
Simran R Kalyani "Exploring the power of influencer marketing in the digital era in fashion industry". International Journal of Commerce and Management Research, Vol 10, Issue 3, 2024, Pages 40-44
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