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In the present paper, we aim to identify and analyze the impact of influencer marketing on consumer purchasing decisions in the fashion industry. This study focused on revealing the impact of influencer marketing on female and male individuals of different ages and identifying the categories of influencers that influence each gender and age group more.To achieve the objectives of the study, questionnaires, which were personally administered, were used. The data were collected from a sample of Albanian individuals. The statistical model of cross-tabulation was used for data analysis, while the chi-square test was used to check whether the results from this model were statistically significant. Findings from this study confirmed that there is a significant difference between females and males regarding influence by influencers, and there is a significant difference between ages in terms of the category of influencers that influence them.
Durmishi et al. (Mon,) studied this question.