The proliferation of social media has revolutionized marketing strategies, with influencer marketing emerging as a pivotal force in shaping consumer perceptions and purchase behaviours-particularly within the fashion industry. This study examines the impact of influencer credibility, including attractiveness, expertise, trustworthiness, and content usefulness, on consumer purchase decisions in Malaysia’s fashion sector. Additionally, the study investigates whether demographic factors such as age, gender, and income moderate these relationships. Adopting a quantitative research design, data were collected from 400 social media users via structured questionnaires. The analysis reveals that all dimensions of influencer credibility significantly and positively influence consumers’ purchasing decisions. However, regression results show that age, gender, and income do not significantly moderate the relationships between influencer credibility or content usefulness and consumer purchase decisions. These findings suggest that the effectiveness of influencer marketing in Malaysia’s fashion industry is consistent across different demographic groups. The study provides actionable insights for fashion industry stakeholders, emphasizing the critical role of credible influencers and valuable content in driving consumer engagement and purchases, while also contributing to the broader understanding of digital marketing strategies by clarifying the limited role of demographic moderators in this context.
Hamedani et al. (Wed,) studied this question.
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