Influencer Marketing: An Impact Of Online Fashion Influencers On Consumer’s Purchase Intentions

Abstract

This research paper investigates the influence of online fashion influencers on consumers' purchase intentions by employing the Theory of Planned Behavior (TPB) as a conceptual framework. The study aims to unravel the intricate interplay between online influencers, consumer attitudes, subjective norms, and perceived behavioral control in shaping purchase decisions within the realm of fashion industry. The study employs a descriptive research design coupled with an experimental approach to examine the relationships between different variables. The study aims to know about the antecedents of attitude towards online fashion influencers and their consequences on purchase intention and consumer behavior.