Purpose

The purpose of this study is to examine the impact of fashion influencer measures on consumers' purchase intentions and the mediation of attitudes to understand the phenomenon of influencer marketing in the backdrop of the fashion industry.

Design/methodology/approach

The present study employs a conceptual model based on extended theory of planned behaviour (TPB) with added perceived trust. Data were collected from 341 participants from different regions of the country and analysed using direct path analysis and mediation technique.

Findings

The study found that attitudes toward fashion influencers are positively influenced by perceived trust, subjective norms and perceived behavioural control. However, perceived behavioural control is not directly related to purchasing intents in the research model. The results confirmed that attitudes have a positive association with purchase intentions both directly and indirectly (partially mediation).

Research limitations/implications

The study advocates market practitioners and advertisers to acknowledge the increasing importance of influencer marketing and the promotion of their fashion offerings in the setting of emerging fashion industry.

Originality/value

The present study adds crucial value to enhance the understanding of fashion influencer marketing in the Indian context. This research offers several insights into the continually growing knowledge domain of influencer marketing by predicting the direct relationships with purchase intents and the mediation of attitudes.

中文翻译：

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时尚影响者对消费者购买意愿的影响：计划行为理论和态度中介

目的

本研究的目的是探讨时尚影响者措施对消费者购买意愿和态度的中介作用，以了解时尚行业背景下的影响者营销现象。

设计/方法论/途径

本研究采用基于计划行为扩展理论（TPB）的概念模型，并增加了感知信任。数据收集自来自全国不同地区的 341 名参与者，并使用直接路径分析和中介技术进行分析。

发现

研究发现，对时尚影响者的态度受到感知信任、主观规范和感知行为控制的积极影响。然而，在研究模型中，感知行为控制与购买意图并不直接相关。结果证实，态度与购买意向直接和间接（部分中介）呈正相关。

研究局限性/影响

该研究倡导市场从业者和广告商认识到影响者营销和在新兴时尚产业背景下推广其时尚产品的重要性日益增加。

原创性/价值

本研究对于增强对印度背景下时尚影响者营销的理解具有重要价值。这项研究通过预测与购买意图和态度中介的直接关系，为影响者营销不断增长的知识领域提供了一些见解。