From Influence on Impact: Examining the Effectiveness of Influencer Marketing Strategies

Abstract

This study examines the effectiveness of influencer marketing campaigns in the luxury fashion industry by investigating key influencer traits, such as experience, trustworthiness, attractiveness, and content usefulness, along with their impact on customer purchase behavior. It also explores the moderating role of influencer-follower fit in these relationships. The research adopts a quantitative design and collects data from 500 luxury fashion customers in Karachi, Pakistan, through a standardized questionnaire. Structural Equation Modeling (SEM) using SmartPLS is applied to analyze the direct and moderating effects of influencer traits on purchase behavior.  The findings indicate that influencer credibility, particularly trustworthiness and experience, significantly impacts consumer purchase behavior. Content usefulness plays a vital role in shaping consumer trust and engagement, while attractiveness is also important but less effective without congruence between the influencer and their audience. Additionally, influencer-follower congruence serves as a significant moderating factor, enhancing the positive effects of influencer attributes on purchase behavior. The research emphasizes the necessity for luxury brands to focus on authenticity, expertise, and audience fit when selecting influencers. This study contributes to the influencer marketing literature by integrating Source Credibility Theory and providing empirical evidence on the influence of influencer attributes within the luxury fashion industry.  The findings offer valuable managerial implications for marketers and highlight the importance of strategic influencer selection, ethical disclosure, and tailored content to boost brand engagement and loyalty among consumers.