Investigate The Innovative Effect Of Social Media Influencers OnConsumer Attitude And Consumer Purchase Intention: A CaseStudy On Clothing Brands Of Pakistan

Abstract

Social media influencers have emerged as a powerful marketing tool across various industries, including Pakistan's rapidly growing clothing sector. As brands seek innovative ways to connect with consumers, they are increasingly turning to influencers to expand their reach and appeal to a broader audience. However, there is limited understanding of how these influencers impact consumer behavior and how their effectiveness can be evaluated. This study addresses this gap by investigating how social media influencers influence consumer attitudes and purchase intentions toward clothing brands in Pakistan. Using a quantitative approach, data were collected from 269 survey respondents and analyzed with Smart PLS 4 software. Findings show that credibility, trustworthiness, social attractiveness, communication, and respect significantly positively affect consumer attitudes and purchase intentions. Additionally, the brand image strongly mediates the relationship between social media influencers' impact on consumer attitudes and buying intentions. This research contributes to social media marketing literature by highlighting the qualities that make influencers effective in Pakistan’s clothing market. The study’s insights can help apparel companies select the right influencers and develop targeted marketing strategies to strengthen brand reputation, ultimately enhancing consumer attitudes and purchase intentions.