Author

Description

The influencers play a crucial role in determining consumer buying decisions in the digital epoch. Brands have reached the consumers with new online selling approach that has brought consumers and fashion diligence into one crown with influencer on their part. This research mainly focuses on the level of brand loyalty to fashion products marketed by those industries along with gender and age factors comparison. It also shows the consumers curiosity and doubt on the products influencers promote in exacting. Research data was collected from 64 participants using structured surveys.

Keywords

Social media, purchase decisions, influencer marketing, trust, reliability, and authenticity.