The rapid expansion of social media platforms has transformed digital marketing strategies, particularly in the fashion apparel industry. Social media influencers have emerged as powerful intermediaries between brands and consumers, reshaping purchase decision processes through credibility, expertise, authenticity, and perceived relatability. This study investigates the impact of social media influencers on fashion apparel purchase decisions among consumers in Vadodara, Gujarat, India. Using a structured questionnaire, data were collected from 258 respondents. The study employed descriptive statistics, reliability analysis, correlation analysis, regression modeling, and exploratory factor analysis to examine the influence of influencer-related attributes on consumer purchase behavior. The results indicate strong internal consistency (Cronbach’s α = 0.845) and a statistically significant positive relationship between influencer-related factors and purchase decision (β = 0.809, p < 0.001). The regression model explains 30.8% of the variance in purchase decision, highlighting the substantial role of influencer credibility, trustworthiness, and engagement in shaping consumer behavior. The findings contribute to digital marketing literature by integrating influencer attributes within a social media analytics framework and provide actionable insights for fashion brands leveraging influencer partnerships. The study also discusses theoretical contributions, managerial implications, limitations, and future research directions relevant to emerging markets.
Khandelwal et al. (Fri,) studied this question.