Investigating the impact of digital influencers on consumer decision-making and content outreach: using dual AISAS model

With exponential rise of social media, marketers identify the power and effectiveness of influencer’s advertising on social networking site (SNS). Despite comprehensive understanding of the effects of influencers, their outreach to large audience is yet to be addressed. In this article, we have investigated the effects of fashion influencers on consumers’ decision-making processes and their content outreach on Instagram by embracing new behavioral consumption model ‘dual AISAS model’, which is upgraded version of AISAS Model. It is based on theoretical grounding theory of buying behavior and multi-step flow theory. Both offline and online surveys were conducted involving 969 Pakistan Instagram users following digital influencers. Valid data was assessed and analyzed through structural equation modeling. Our findings demonstrate that every path in dual AISAS model is found significant and have profound effect. It reveals that fashion influencers exert powerful influence on consumers’ decision-making process. Being so influential, they grab the consumers’ attention immediately, engage them, and get wider outreach by upturn in consumer intention in order to spread the fashion content within private networks as well as extended networks. The findings hold robust implications to both theory and practice. Some limitations of the present study offer boulevards to future scholars.