The impact of social media influencers on women's online purchasing decisions: An exploratory study

This chapter explores the relations between social media influencers, consumers, and brands within the realm of social networks. Based on a study including 120 female respondents, the research highlights the major role of electronic word-of-mouth (eWOM) in shaping brand loyalty and purchase intentions. The findings illuminate a robust positive correlation between eWOM engagement, brand loyalty, and the intention to purchase fashion goods. This study contributes significantly to understanding consumer behavior, particularly in the context of women's fashion purchasing decisions. Additionally, the chapter sheds light on the strategic implications for businesses, emphasizing the effectiveness of social media influencers as reliable advocates, building trust, and fostering long-term brand loyalty. The research emphasizes the impact of influencer marketing, offering empirical evidence and analysis on its long-term benefits for companies navigating the dynamic landscape of social media.