Leena Jain, Post Graduate Academic Scholar, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India, Daman Campus.
Dr Vidhu Sekhar P, Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India, Daman Campus.
Abstract
In fashion industry, marketing strategies have shifted from traditional brand advertising to more personalized and relevant influencer marketing. This shift has raised an important question: who do consumers trust more when making fashion purchases, brand-generated content or influencer endorsements? The purpose of this research paper is to look into consumer trust levels and purchasing behaviour in the context of influencer marketing versus brand advertising, with a focus on the factors that influence credibility, relatability, and purchase intent. To collect primary data from a wide range of demographics, the study used a quantitative approach with structured questionnaires. Consumer responses were evaluated using both descriptive and inferential statistical tools, such as Likert scale analysis and ANOVA. The findings show a growing preference for influencer recommendations, particularly among younger age groups, with authenticity and relatability identified as key trust drivers. However, brand advertising continues to be influential among consumers looking for consistency and product guarantees. The findings indicate that an integrated marketing strategy that incorporates both approaches may be the most effective in establishing long-term consumer trust in the fashion industry.
Keywords: Consumer Trust, Influencer Marketing, Brand Advertising, Fashion Industry, Digital Marketing, Purchase Behaviour, Social Media, Marketing Strategy, Credibility, Consumer Preferences.
Introduction
In the ever-changing fashion industry landscape, marketing strategies play a critical role in shaping consumer behaviour and brand perception. As digital platforms continue to dominate consumer interaction, influencer marketing is challenging the traditional brand advertising model. Social media influencers, or people who have built a loyal following by sharing fashion content, now use significant influence over consumer preferences, especially among younger, digitally savvy audiences. As the fashion industry becomes more competitive and digitally integrated, brands must understand the trust dynamics between influencer marketing and brand advertising to capture consumer attention and loyalty.
Influencer marketing offers a more personalized and relatable mode of communication, with recommendations that are seen as genuine and experience-based. In contrast, brand advertising frequently uses polished, aspirational messaging that may or may not appeal to the average consumer. This disparity raises the question of who consumers trust more when making fashion purchases: brands or influencers. Exploring this trust factor is critical in a market where perceived authenticity, transparency, and emotional connection are major factors of customer loyalty and engagement.
The purpose of this research paper is to investigate consumer trust in fashion marketing by contrasting influencer endorsements with brand-generated advertisements. The study will investigate how these two strategies influence customer perceptions, confidence, purchase intent, and overall decision-making. The study will use structured questionnaires and statistical analysis to determine which types of marketing are more effective with different consumer segments based on age, gender, and digital consumption habits.
This study’s goal is to provide actionable insights for fashion brands, particularly startups and small businesses looking to improve their digital marketing strategies, by assessing the effectiveness and trustworthiness of these two approaches. As a result, the study will help fashion marketers gain a better understanding of evolving consumer trust in the digital age and point them in the direction of more impactful, trust-driven communication practices. Finally, this study shows the value of trust in fashion marketing, as well as the need to adapt messaging strategies to meet consumer expectations in an influencer-dominated digital ecosystem.
Literature Review
Ketan Dhillon (2023) conducted a study examining the influence of fashion bloggers and influencers on consumer behaviour. Surveying 500 individuals who follow fashion influencers on social media, the research found that 75% of respondents purchased products after seeing them endorsed by influencers. Additionally, 80% discovered new brands through influencer content, and 70% reported altering their fashion preferences based on influencer advice. The study underscores the significant role influencers play in shaping consumer purchasing decisions and brand awareness.
Tiwari, A., et al., (2024) conducted a study titled “Impact of fashion influencers on consumers’ purchase intentions: theory of planned behaviour and mediation of attitude,” published in the Journal of Fashion Marketing and Management. The research employed an extended Theory of Planned Behaviour (TPB) model, incorporating perceived trust, to examine how fashion influencers affect consumer purchase intentions. Surveying 341 participants from various regions in India, the study found that attitudes toward fashion influencers are positively influenced by perceived trust, subjective norms, and perceived behavioural control. However, perceived behavioural control did not have a direct relationship with purchase intentions in the model. Notably, attitudes were found to have both direct and indirect (mediated) positive associations with purchase intentions, underscoring the pivotal role of trust in influencer marketing. The authors advocate for marketers and advertisers to recognize the growing significance of influencer marketing in the fashion industry, especially within emerging markets like India. This study contributes valuable insights into the dynamics of influencer marketing and its impact on consumer behaviour.
Williams, Z. (2018), writing for The Guardian, examined the environmental impact of fast fashion and the role social media influencers play in both exacerbating and addressing the issue. The article highlighted how influencers popularized “haul videos,” promoting overconsumption and disposable fashion trends, significantly contributing to environmental waste. However, it also emphasized a growing shift among some influencers towards more sustainable practices, including promoting thrift shopping, slow fashion, and brand transparency. These influencers have begun using their platforms to educate followers on environmental issues, thereby encouraging more mindful consumer behavior. The article positions influencers as both part of the problem and potential agents of change within the fashion industry’s sustainability narrative.
Dr. Dipti Baghel (2024) conducted a study titled “Influencer Authenticity as a Catalyst for Brand Trust: Analysing Its Impact on Consumer Perception,” published in ShodhKosh: Journal of Visual and Performing Arts. The research explores the role of influencer authenticity in fostering brand trust, examining how perceived genuineness and transparency affect consumer attitudes toward brands endorsed by influencers. Through a comprehensive analysis of consumer perception and behaviour, the study identifies key factors that contribute to the effectiveness of influencer marketing. By integrating insights from consumer psychology and marketing theory, the paper highlights the importance of authenticity in creating long-term brand loyalty and consumer trust. It also discusses the implications for brands and influencers in cultivating genuine connections with their audience to enhance brand equity and reputation.
Nissa, K., Chauhan, P., Asim, M., et al. (2024) conducted a study titled “The Effect of Influencer Marketing on Consumer Behaviour of Fashion Style in the Age of Social Media,” published in the International Journal of Tourism and Hospitality in Asia Pacific, 7(3), 360–378. Using a quantitative approach and SPSS-based regression analysis on data from 105 respondents across India and Indonesia, the study found that influencer marketing significantly impacts consumer fashion choices. Key factors influencing behaviour included influencer attractiveness, credibility, and product alignment. Over 90% of respondents admitted to being influenced by how attractive and trustworthy influencers appeared. The study emphasizes that fashion brands should partner with influencers who align with their brand image to enhance campaign effectiveness.
Abdullah Albawwat (2022) conducted a study titled “Relationship between Advertising Disclosure, Influencer Credibility and Purchase Intention,” published in the Journal of Risk and Financial Management. The research examined how advertising disclosure and influencer credibility affect consumers’ purchase intentions. The study found that transparent advertising disclosures enhance influencer credibility, which in turn positively influences purchase intentions. Notably, the type of influencer (celebrity vs. micro-influencer) did not significantly moderate this relationship. Furthermore, brand awareness was identified as a mediating factor between influencer credibility and purchase intention, emphasizing the importance of transparency and credibility in influencer marketing strategies.
Objectives
To study how age and occupation affect online fashion shopping and response to ads and influencers.
To compare consumer trust in influencer marketing and brand ads, and the factors that build this trust.
To examine how influencer content and brand ads impact purchase decisions and views on product quality.
To understand consumer preferences between influencer collaborations and traditional brand marketing.
Research Methodology
Data Collection Method
To examine consumer trust in influencer marketing versus brand advertising within the fashion industry, this study adopted a quantitative research approach. The growing influence of digital marketing strategies, particularly on platforms like Instagram, Facebook and YouTube, has redefined how fashion brands reach and engage with their audience. A structured questionnaire was designed to collect primary data, focusing on customer preferences, experiences, and trust levels concerning influencer recommendations and brand advertisements. Data was collected through an online Google Form survey distributed among a diverse demographic of fashion consumers, primarily targeting the youth and active online shoppers.
Secondary data was sourced from peer-reviewed journals, marketing research articles, fashion industry reports, and reliable online sources. These resources provided background information and theoretical support for studying changing consumer behavior in the context of digital marketing. This combination of primary and secondary data collection provides a thorough understanding of the factors influencing consumer trust and purchasing decisions in today’s fashion marketing landscape.
Research design
The researcher pretested the questionnaires with other people, such as friends and family members, before distributing the actual survey to the chosen respondents. This pretesting ensures that the respondents clearly understand the questions and helps prevent any future misunderstandings. For this study, 80 samples were collected using convenience sampling. The sample size was achievable within the given time frame.
Quantitative data analysis was carried out using IBM SPSS statistical software to identify key trends and correlations in consumer trust in influencer and brand advertising. The questionnaire included a variety of open-ended and Likert scale questions to produce well-rounded and insightful results. Participants were asked about their online shopping habits, preferred sources of fashion discovery, trust in influencer recommendations versus brand ads, and previous experiences with both marketing strategies. This structured research design allowed the researcher to gain valuable insights into consumer attitudes and trust dynamics in the context of contemporary fashion marketing strategies.
Hypotheses
H0: There is no difference between Direct purchase based on online advertisement and Age
H1: There is difference between Direct purchase based on online advertisement and Age
Interpretation
From the above test P value is 0.002 which less than 0.05 and thus reject the null hypothesis. The ANOVA results indicate a statistically significant relationship between age and direct purchase based on online advertisement.
Pearson Corelation-1
H0: There is no significant relation between Occupation and Influencer authenticity Trust Factor
H1: There is significant relation between Occupation and Influencer authenticity Trust Factor
Interpretation
The Pearson’s correlation results indicate a significant relationship between occupation and trust in influencer authenticity, with a correlation coefficient (r) of 0.245 and a p-value of 0.029, which is less than 0.05
Pearson Corelation-2
H0: There is no significant relation between Occupation and Influence of Brand ad in Product Quality
H1: There is significant relation between Occupation and Influence of Brand ad in Product Quality
Interpretation
The Pearson’s correlation results indicate a significant positive relationship between occupation and the influence of brand ads on product quality perception as p value is 0.016 which is less than 0.05
Pearson Corelation-3
H0: There is no significant relation between Influence of Brand Ad in Product Quality and Frequency of online shopping
H1: There is significant relation between Influence of Brand Ad in Product Quality and Frequency of online shopping
Interpretation
The Pearson’s correlation results indicate a significant positive relationship between the influence of brand ads on product quality perception and the frequency of online shopping. As p value is 0.049 which is less than 0.05.
Findings & Suggestions
Correlation Analysis
The correlation analysis revealed three key findings about how occupation and perceived ad quality influence consumer behaviour. First, we discovered that a consumer’s occupation has a significant impact on how much they believe influencer endorsements. Professionals in technical or corporate roles were more likely to believe influencers who demonstrated expertise or industry knowledge, whereas students and creative workers were more likely to trust lifestyle influencers whose content felt peer-driven and relatable. Second, occupation influences how strongly consumers believe brand advertisements accurately reflect product quality. Ads emphasizing specifications, performance metrics, and certifications were more effective in influencing analytical occupations, whereas narrative-driven visuals and design-focused storytelling were more convincing to creative occupations. Third, we found that the more a consumer believed brand ads accurately represented quality, the more frequently they shopped online. This suggests that perceived ad credibility does more than just influence perception; it actively drives repeat purchase behaviour.
ANOVA Results
Our one-way ANOVA additionally showed that age influences direct purchase decisions following exposure to online ads. Younger cohorts those under 30 were far more likely to convert right away when ads featured bold, trend-forward visuals, fast-paced formats, and rapid calls-to-action. Customers over the age of 40, on the other fingers, responded best to advertisements that included detailed information about product features, clear value propositions, and trust signals such as customer reviews or brand heritage messaging. The difference shows the importance of age-appropriate creative strategies for maximum engagement and conversion across all generational groups.
Suggestions
Based on these findings, fashion brands should use a dual-segmentation strategy based on occupation and age to optimize their marketing mix. Brand campaigns targeting working professionals can be more effective if they include demonstrable domain expertise, such as technical reviews, in-depth product demonstrations, or endorsements from industry experts. In contrast, influencer marketing for students and creative audiences should prioritize relatable lifestyle personalities and peer voices who understand and reflect current trends and community language. When it comes to brand advertising, the message must be carefully created. Ads for analytical or corporate professionals should emphasize technical details, certifications, and measurable benefits. Meanwhile, campaigns aimed at students and creatives should prioritize immersive storytelling, compelling narratives, and eye-catching visuals to capture attention and drive engagement.
Advertisers must create age-specific ad variations. On platforms popular with younger consumers, such as Instagram Reels or shorts brands should use dynamic, visually rich content with quick, benefit-focused messaging and strong social proof. For older demographics, channels such as Facebook and email campaigns should include more detailed product information, clear demonstrations of quality, and testimonials that build trust over time.
In all marketing efforts, it’s important to keep quality clear and consistent. To build a message of trust, both influencer posts and brand ads should use clear, high-quality images, close-up shots of the product, visible certification marks, and real customer reviews. Fashion marketers can build stronger trust with customers, create better brand relationships, and boost online sales by matching influencers with the right type of job audience and creating ad content that fits different age groups. Adding honest and clear signs of quality to both influencer content and ads makes the message more reliable.
Conclusion
This study found that consumer trust in fashion marketing is not one-size-fits-all: it is influenced by both who speaks (influencers vs. brands) and who listens (consumers divided by age and occupation). Our correlation analyses revealed that a person’s profession influences how much they trust influencer endorsements and how strongly they believe brand advertisements reflect true product quality perceptions, which drives how frequently they shop online. Meanwhile, our ANOVA test revealed that age has a significant impact on whether viewers convert immediately after seeing an online advertisement, with younger and older groups responding best to distinctly different creative approaches.
These findings highlight the importance for fashion brands to implement a segmented marketing strategy that combines authentic influencer partnerships with clear, quality-focused brand messaging. By matching influencers whose credibility matches each occupational segment, as well as tailoring ad creatives that are visually rich and trend-forward for younger audiences and information-rich and trust-building for older audiences, brands can foster deeper trust, reinforce perceptions of quality, and ultimately increase purchase frequency across all demographics.
In the future, brands that want to stand out in an increasingly crowded digital landscape will need to adopt a data-driven, audience-specific approach to influencer marketing and brand advertising. As consumer expectations for authenticity, transparency, and relevance rise, brands that successfully modify their advertising to the specific drivers of each demographic segment will not only capture attention, but also build long-term loyalty in the rapidly changing world of fashion marketing.
References
Dhillon, K. (2023, April 4). The Influence of Fashion Bloggers and Influencers on Consumer Behavior: Examination of the Impact that Fashion Bloggers and Influencers have on Consumers’ Purchasing Decisions, Brand Perception, and Personal Style. https://www.abacademies.org/articles/the-influence-of-fashion-bloggers-and-influencers-on-consumer-behavior-examination-of-the-impact-that-fashion-bloggers-and-influen-15884.html.
Tiwari, A., Kumar, A., Kant, R., & Jaiswal, D. (2023). Impact of fashion influencers on consumers’ purchase intentions: theory of planned behaviour and mediation of attitude. Journal of Fashion Marketing and Management, 28(2), 209–225. https://doi.org/10.1108/jfmm-11-2022-0253.
The effect of influencer marketing on consumer behavior of fashion style in the age of social media. (2024, October 2). Research Gate.
Baghel, D. (2024b). INFLUENCER AUTHENTICITY AS a CATALYST FOR BRAND TRUST: ANALYZING ITS IMPACT ON CONSUMER PERCEPTION. ShodhKosh Journal of Visual and Performing Arts, 5(6). https://doi.org/10.29121/shodhkosh.v5.i6.2024.3329.
How Influencer Credibility and Advertising Disclosure affects Purchase Intention: The effect of influencer marketing on consumer behavior of fashion style in the age of social.
