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Research Paper | Business Administration | India | Volume 13 Issue 2, February 2024 | Rating: 5.4 / 10
Impact of Social Media Influencers on Purchase Intention Towards Apparels: The Perspective of Lovely Professional University Students
Limugha V. Zhimomi | Aakarshni V
Abstract: The dynamic landscape of social media within the apparel industry has evolved over the years due to advancements in technology. This study investigates the multiple aspects of social media in the apparel industry, with a focus on its role as an advertising tool used by companies to establish a strong presence on social media platforms. It examines the two main factors, the credibility and attractiveness of social media influencers, on the purchase intention of Lovely Professional University students towards apparel. The findings highlight that different elements of credibility and attractiveness both have a positive and significant impact on the purchase intention of the consumers at Lovely Professional University. These insights contribute to a deeper understanding of the purchase intention of consumers within the specific context of Lovely Professional University.
Keywords: Social media, apparel industry, advertising, influencers, credibility, attractiveness, purchase intention
Edition: Volume 13 Issue 2, February 2024,
Pages: 561 - 571