The Impact of Social Media Influencers on Consumer Loyalty in the Fashion Retail Sector

Thesis Abstract

In the contemporary fashion retail sector, social media influencers have become pivotal in shaping consumer perceptions, engagement, and brand loyalty, yet the precise mechanisms through which they influence consumer loyalty remain underexplored. This study addresses this gap by examining the impact of social media influencers on consumer loyalty, with an emphasis on identifying the underlying factors that mediate or moderate this relationship. The primary aim of the research is to assess how influencer-related variables—such as perceived credibility, attractiveness, and expertise—influence consumers’ psychological attachment, repeat purchasing behavior, and overall loyalty towards fashion brands. To achieve these objectives, a mixed-methods research design was adopted, integrating quantitative surveys with qualitative interviews to provide a comprehensive understanding of the phenomena. The population for the study comprised fashion consumers aged 18 to 35 who follow at least one fashion influencer on social media platforms such as Instagram, TikTok, and YouTube. A stratified random sampling technique was employed to select a sample of 400 respondents for the survey, while purposive sampling was used to select 20 experts—including fashion marketers and social media influencers—for in-depth interviews. Data collection instruments involved a structured questionnaire validated through pilot testing and interviews guided by a semi-structured protocol. Quantitative data were analyzed using multiple regression analysis to determine the influence of influencer credibility, attractiveness, and expertise on consumer loyalty metrics, measured through Likert-scale items. Confirmatory factor analysis (CFA) assessed the construct validity of the measurement model, while structural equation modeling (SEM) was used to test the hypothesized relationships within the proposed conceptual framework. Qualitative data from interviews were subjected to thematic analysis, facilitating the triangulation of findings and providing nuanced insights into consumer perceptions and influencer tactics. It is anticipated that the study will demonstrate significant positive relationships between influencer credibility, attractiveness, expertise, and consumer loyalty dimensions, such as brand trust, emotional attachment, and repeat purchase intentions. The findings are expected to reveal that credibility and perceived expertise are more influential determinants of loyalty than attractiveness alone, emphasizing the importance of authentic influencer-brand alignments. Additionally, the study aims to identify moderating variables, such as consumer fashion involvement and prior brand familiarity, which may influence the strength of these relationships. This research contributes to marketing theory and practice by extending the application of source credibility theory and the elaboration likelihood model within the digital influencer context, providing empirical evidence on how influencer traits translate into loyalty outcomes. It enhances understanding of influencer marketing strategies in the fashion retail sector, informing managerial decisions on influencer selection and campaign design. In conclusion, the study recommends that fashion brands prioritize engaging credible and expert influencers who resonate authentically with target audiences, alongside fostering genuine consumer-influencer interactions. Policymakers and practitioners are advised to develop guidelines that promote transparency and ethical conduct in influencer marketing. Future research could explore longitudinal effects of influencer campaigns and investigate cross-cultural differences affecting the influencer-loyalty relationship. Overall, this study advances knowledge by systematically elucidating the pathways through which social media influencers impact consumer loyalty, offering actionable insights for academia and industry stakeholders seeking to optimize influencer marketing effectiveness in the dynamic fashion sector.