The role of Instagram fashion influencers in shaping consumer purchasing

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Journal Title

Journal ISSN

Volume Title

School of Business | Master's thesis

Authors

Date

2024

Department

Markkinoinnin laitos

Major/Subject

Mcode

Degree programme

Marketing

Language

en

Pages

51 + 3

Series

Abstract

Existing research on influencer marketing emphasizes its impact on brand visibility and consumer engagement but has given less attention to how influencers shape purchasing behavior in specific industries. This thesis aims to address this gap by exploring the role of Instagram fashion influencers in shaping consumer purchasing decisions. The research was guided by the following two research questions: (1) How do Instagram fashion influencers impact consumer purchasing behavior? (2) What types of influencer marketing are most effective in this context? The study employed a qualitative research methodology, conducting semi-structured interviews with six participants who actively follow Instagram fashion influencers. The participants were chosen using purposive and convenience sampling to ensure relevant and accessible insights. Data collected through interviews were analyzed thematically to identify recurring patterns and themes. The findings reveal that trust and authenticity are critical to the effectiveness of influencer marketing. Influencers perceived as genuine and relatable were more likely to inspire trust and influence purchasing behavior. Additionally, influencers were identified as key sources of style inspiration, bridging the gap between aspirational fashion and accessible everyday choices. The study also found that influencers play a pivotal role in brand discovery and purchasing behavior, with visually engaging content often leading to product exploration and eventual purchase. This research contributes to the growing body of knowledge on influencer marketing. It underscores the importance of authenticity, relatability, and strategic content creation in enhancing the impact of influencer marketing within the fashion industry. These findings offer valuable insights for both marketers and researchers aiming to navigate the dynamic and competitive landscape of digital marketing.

Description

Thesis advisor

Padhaiskaya, Tatsiana

Keywords

consumer behavior, purchase behavior, influencer marketing, Instagram influencers, fashion marketing

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Citation

Permanent link to this item

https://urn.fi/URN:NBN:fi:aalto-202502022248

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[gradu] Kauppakorkeakoulu / BIZ