Proceedings of the 17th International Conference on Humanities, Psychology and Social Sciences
Year: 2024
DOI:
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The Role of Instagram Influencers in Students’ Purchasing Decisions on Clothing Products
Dr. Stefan-Alexandru Catana
ABSTRACT:
In the digital era, social media has emerged as a powerful influence on consumer behavior, especially among younger generation. For brands, Instagram has developed as a vital marketing tool. With its visually-driven content and the rise of influencer culture, Instagram has revolutionized the way students engage with fashion and make purchasing decisions. Instagram influencers, individuals with large followings who share fashion tips, outfit ideas, and lifestyle content, have a profound impact on how students perceive clothing brands. These influencers not only promote products but also shape trends, creating a sense of trust and authenticity that resonates with their followers. For students, who often rely on social media for the latest trends and styles, influencers act as modern-day tastemakers, driving their clothing choices and fostering brand loyalty. This article aims to analyze the students’ perception among the influencers, the attitude of students regarding the products promoted by influencers, the purchase intentions, the congruence between an influencer and a product, and the intention to recommend the product. This study employs a blend of qualitative and quantitative research methods, such as in-depth interviews and online surveys. The research highlights several key aspects of the relationship between students and influencers. First, students tend to consider influencers to be reliable sources of fashion advice. Moreover, the study shows that purchase intentions are influenced by the alignment between an influencer’s personal brand and the products they promote. When students recognize a strong alignment between the influencer’s image and the product, they are more inclined to create a positive perception of the product and feel motivated to make a purchase. In conclusion, the study highlight that influencers play an important role in shaping students’ purchasing behaviors. By leveraging their authenticity, storytelling ability, and alignment with the products they promote, influencers effectively drive purchase decisions and foster brand loyalty among students. This research provides relevant insights for marketers, emphasizing the importance of carefully selecting influencers who interact with the target audience.
keywords: Instagram, influencer, students, purchasing decisions, clothing products