The Role of Social Media Influencers in Shaping Fashion Trends: A Study of Brand Perception and Consumer Buying Behavior

Abstract

The proliferation of influential users of social media platforms has had a profound impact on the fashion industry, changing the way consumers view brands and the products they purchase. the impact that social media influencers have on fashion trends, particularly as it relates to how consumers perceive brands and ultimately make purchases. In order to determine how influencer endorsements, affect the perception of fashion brands and the trust that customers have in those brands, this study used a mixed-methods strategy, combining quantitative surveys with qualitative interviews with actual consumers. the role that social media stars play as go-betweens for fashion companies and their target audiences, influencing the former's propensity to buy the latter's wares. Trust, relatability, and aspirational appeal are some of the psychological aspects that impact customer reactions to content from influencers. The results show that endorsements from influential people boost the perception of brands, especially among younger customers, and motivate buying since they make people feel like they need to buy the product quickly so they can be in style. On the other hand, the study brings attention to worries about honesty and openness, since customers are becoming more sceptical of influencer ads that seem deceptive or commercialised. In its last section, the study suggests ways in which fashion firms and influencers might use social media to set trends and boost sales without compromising their credibility.