The Impact of Social Media and Key Opinion Influencers on Consumer Purchase Intentions in the Fashion Sector

In contemporary times, an extensive social network engulfs everyone in society due to the influence of the internet on our daily lives. These days, social media is not solely a platform for viewing and exchanging content, but it has also turned into a marketplace for purchasing and selling merchandise. Numerous customers explore, gain knowledge about, and make purchases of their preferred items on social media, while numerous brands and producers display, advertise, and sell their merchandise on these platforms. Online streaming purchases through social media platforms are gaining popularity among consumers worldwide. Social media is transforming how companies and brands engage with consumers, particularly millennials. In view of the escalating prevalence of this phenomenon, the present research seeks to explore the influence of content quality and brand interactions on consumer brand awareness and purchase intentions in social media. The research incorporates multiple theoretical and empirical sources from prior literatures on influencer marketing and demonstrates that consumers' brand attitudes and purchase intentions are positively influenced by their attitudes towards fashion influencers and comments on social media.