How fashion influencers contribute to consumers' purchase intention
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 20 April 2020
Issue publication date: 20 August 2020
Abstract
Purpose
This study examines the impact of attitudes toward fashion influencers (FIs) on brand attitude and consumer purchase intention. It also aims to identify factors affecting consumers' attitudes toward FIs.
Design/methodology/approach
To achieve this goal, the authors propose a conceptual model that combines the theory of planned behavior (TPB) and theoretical outcomes of prior literature related to influencer marketing. Based on data collected from 610 Moroccan respondents, the authors empirically test the conceptual model using a partial least squares (PLS) estimation.
Findings
This study illustrates that attitudes toward FIs positively impact brand attitude and consumer purchase intention. The authors also demonstrate that perceived credibility, trust, perceived behavioral control, perceived subjective norms, perceived expertise and perceived congruence positively impact attitudes toward FIs.
Practical implications
The study findings help marketers and advertisers in the fashion industry to understand how influencer marketing contributes to consumer purchase intention. They also allow marketers to understand factors explaining attitudes toward FIs and therefore better select influencers capable of creating purchase intentions among existing and potential customers.
Originality/value
The present paper bridges a gap pertaining to antecedents and factors that impact attitudes toward FIs and consumer purchase intention. To the authors’ knowledge, this study is the first of its kind to investigate the impact of attitudes toward influencers on both brand attitude and purchase intention in the fashion industry.
Keywords
Citation
Chetioui, Y., Benlafqih, H. and Lebdaoui, H. (2020), "How fashion influencers contribute to consumers' purchase intention", Journal of Fashion Marketing and Management, Vol. 24 No. 3, pp. 361-380. https://doi.org/10.1108/JFMM-08-2019-0157
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited