The Influence of Fashion bloggers on Consumer Behavior: Exploring Credibility, Engagement, and Homophily among consumers in Lahore, Pakistan

Abstract

The fashion industry is a vibrant and globalized sector with a rich tapestry of style and culture. In recent years, the rise of fashion influencers has significantly impacted consumer behaviour. This study investigates the sway fashion bloggers hold over consumers’ purchasing intentions, examining the dimensions of credibility, engagement, and homophily, with research objectives containing probing brand preferences, gauging the influence of bloggers’ appearance, analyzing purchasing decisions based on recommendations, and scrutinizing the positive impact of homophily on consumer behaviour. By employing a survey research technique, this study collected responses from 700 respondents, comprising 411 females and 289 males, primarily sourced from Lahore, Pakistan. The data analysis involves correlation tests to explore the relationships between fashion bloggers' credibility, engagement, homophily, and consumers' buying intentions. The findings reveal significant correlations between these variables, indicating that fashion bloggers play a crucial role in influencing consumer behaviour. The study contributes to the understanding of the role of fashion bloggers in the contemporary marketing landscape and highlights the importance of considering bloggers' credibility, engagement, and homophily in marketing strategies. These findings stress the need for fashion brands to cultivate genuine connections with consumers through influencer collaboration, enabling them to develop more effective marketing strategies and strengthen brand loyalty in the digital landscape.