Understanding the role of consumer interaction with brand and influencer endorsement in reinforcing brand perception and purchase intention in fashion industry

Key Points

• Consumer interaction enhances brand perception, leading to increased purchase intentions.
• Influencer endorsement significantly influences how consumers perceive brands and make purchasing decisions.
• An observational analysis in the fashion industry indicates a strong relationship between consumer behavior and influencer marketing.
• The findings suggest that brands should prioritize strategic influencer partnerships to reinforce their market presence.