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Factors Affecting the Consumer Satisfaction with the Role of Social Media Influencers in Ready to Wear Clothing Brands

Author

Listed:
  • Muhammad Faisal Malik

    (Assistant Professor, Faculty of Management and Economics, Ghazi University Dera Ghazi Khan, Pakistan)

  • r Manzoom Akhtar

    (Assistant Professor, University of Agriculture, Faisalabad, Pakistan)

  • Dr Zia ur Rehman

    (Assistant Professor, PMAS Arid Agriculture University, Rawalpindi, Pakistan)

  • Kashif Mehmood

    (PhD Scholar, PMAS Arid Agriculture University, Rawalpindi, Pakistan)

  • Muhammad Hafeez

    (Assistant Director, PMAS Arid Agriculture University, Rawalpindi, Pakistan)

Abstract

Social media influencers, as opposed to celebrities or public figures who are well-known through traditional media, are "ordinary individuals" who have become "online celebrities" through creating and posting content on social media. They frequently have some understanding of specific topics, including lifestyle, healthy living, travel, food, and fashion. This study attempts to provide "a clearer understanding of what drives the effectiveness of influencer marketing" in terms of their capacity to affect consumer brand attitudes, in accordance with past research. To accomplish the aforementioned, this study experimentally assesses a conceptual model examining how SMI power can influence consumer perceptions of the marketed brands. This research study is quantitative. For this study, researcher gathered the data from the populations of two twin cities Rawalpindi and Islamabad. As of 2022, the current population of Rawalpindi and Islamabad is 2,327,000 and 1,198.000. The main focus of this study is on the individuals who are directly or indirectly involve in the purchase of ready-to-wear clothes recommended by Social Media Influencers to see how Social Media Influencers (SMI) affect the brand experience of customer. Researchers collected the data by using the survey method through personal visits to respondents and used a Convenience sampling because in convenience sampling samples are easy to collect. Before collecting data, it enables to refine your questionnaire through reliability of instrument. Cronbach’s alpha is used in the present study. Based on research results, Social Media Influencers have a greater effect on the perceived satisfaction of customers in the purchase of ready-to-wear clothing. Managers of Ready-to-wear clothing brands should pay attention to improving their expertise and authenticity especially if they intend to establish their business in ready-to-wear clothing. This research implies that SMIs performing high levels of expertise and authenticity are considered to have high perceived satisfaction. Comparatively, those with a low level of expertise and authenticity are considered to have low perceived satisfaction.

Suggested Citation

  • Muhammad Faisal Malik & r Manzoom Akhtar & Dr Zia ur Rehman & Kashif Mehmood & Muhammad Hafeez, 2022. "Factors Affecting the Consumer Satisfaction with the Role of Social Media Influencers in Ready to Wear Clothing Brands," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 8(3), pages 70-80, December.
    • Handle: RePEc:rfh:jprjor:v:8:y:2022:i:3:p:70-80
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    References listed on IDEAS

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    1. Audrezet, Alice & de Kerviler, Gwarlann & Guidry Moulard, Julie, 2020. "Authenticity under threat: When social media influencers need to go beyond self-presentation," Journal of Business Research, Elsevier, vol. 117(C), pages 557-569.
    2. Liu, Chia-Ling ‘Eunice’ & Sinkovics, Rudolf R. & Pezderka, Noemi & Haghirian, Parissa, 2012. "Determinants of Consumer Perceptions toward Mobile Advertising — A Comparison between Japan and Austria," Journal of Interactive Marketing, Elsevier, vol. 26(1), pages 21-32.
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    4. Eun Ah Ryu & EunKyoung Han, 2021. "Social Media Influencer’s Reputation: Developing and Validating a Multidimensional Scale," Sustainability, MDPI, vol. 13(2), pages 1-18, January.
    5. Kim, Jiyeon & Forsythe, Sandra, 2008. "Adoption of Virtual Try-on technology for online apparel shopping," Journal of Interactive Marketing, Elsevier, vol. 22(2), pages 45-59.
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    7. Delia Cristina Balaban & Julia Szambolics, 2022. "A Proposed Model of Self-Perceived Authenticity of Social Media Influencers," Media and Communication, Cogitatio Press, vol. 10(1), pages 235-246.
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