A Comprehensive Study on Influencer Marketing in the Indian Fashion Industry, Assignments of Research Methodology

Download A Comprehensive Study on Influencer Marketing in the Indian Fashion Industry and more Assignments Research Methodology in PDF only on Docsity! NATIONAL INSTITUTE OF FASHION TECHNOLOGY, KOLKATA. DEPARTMENT OF FASHION TECHNOLOGY SEMESTER - 7 RESEARCHMETHODOLOGY 2 ASSIGNMENT 2 TOPIC : Influence Unveiled: A Comprehensive Study on Influencer Marketing in the Indian Fashion Industry Submitted by: Jiya (BFT/20/1200) Srijon Malik ( BFT/20/538) ABSTRACT The contemporary landscape of the Indian fashion industry is intricately interwoven with the digital realm, where social media influencers and celebrities wield significant influence. This research endeavours to scrutinise the multifaceted dynamics of influencer marketing in the context of Indian fashion. By examining the sway of influencers on fashion choices, purchase decisions, and trends, the study seeks to unravel the intricacies of this burgeoning phenomenon. The primary objectives include evaluating the effectiveness of influencer marketing campaigns, assessing the extent of influencer influence on consumer behaviour, and exploring the pivotal role played by influencers in setting and propagating fashion trends. A meticulously crafted questionnaire has been designed, encompassing both open-ended and closed-ended questions, to glean insights from individuals with diverse backgrounds and experiences. The outcomes of this research aim to contribute valuable insights for industry stakeholders, marketers, and influencers, fostering a nuanced understanding of the symbiotic relationship between influencers and the Indian fashion ecosystem. Through a collective effort to comprehend the nuances of this evolving landscape, this study aspires to chart a course for the future of influencer marketing in the realm of Indian fashion. Keywords:Indian fashion industry, digital realm, social media influencers, celebrities, influencer marketing, fashion choices, purchase decisions, fashion trends,Perceived Consumer Effectiveness, Social Influence, marketing campaigns,technology ,marketers, symbiotic relationship. 1 Moreover, the prevailing discourse predominantly focuses on the general use of social media, leaving a substantial gap in understanding the nuanced impact of specific activities such as following influencers, particularly among the age group of 19-24 years old, who are more susceptible to influencer influence. The adolescence and young adulthood phase, constituting Generation Z , presents a critical exploration ground due to the cognitive abilities and advertising literacy not yet fully matured. In light of these identified gaps, the current research endeavours to address the following critical questions: Research Questions: RQ1: How do influencers within the fashion and beauty industries wield influence using social media? RQ2: How does the influencer marketing strategy impact the behaviour and purchase decisions of teenagers and young adults within the Indian context? These research questions aim to shed light on the intricacies of influencer marketing, providing a holistic understanding of both the influencers' strategies and the resulting impact on the behaviour and purchasing decisions of the younger demographic. The pursuit of answers to these questions will contribute to bridging existing gaps in the literature and guiding ethical considerations in the dynamic landscape of influencer marketing in the Indian fashion industry. METHODOLOGY The target group was millennials from Tier I and Tier II cities who were technology savvy and internet users with active social media presence (used social media at least once a day). Further, each of the respondents was active followers of influencers (followed at least three influencers and checked updates twice a week). The objective of the examination as mentioned was to better understand To Assess the Influence of Fashion Influencers: We aim to examine the extent to which social media influencers and celebrities shape the fashion choices and purchase decisions of individuals in India. To Evaluate the Effectiveness of Influencer Marketing Campaigns: We seek to understand the effectiveness of various influencer marketing strategies in the Indian fashion industry, including their impact on consumer behaviour and brand engagement. To Explore the Role of Fashion Influencers in Setting Trends: We want to investigate the role of fashion influencers and celebrities in setting and driving fashion trends within the Indian market. 4 Influencer marketing being a contemporary idea is best suited for a qualitative methodology, since the authors are still trying to understand what constructs can be tested The aim of this study is not to predict the future course of action but to identify and elaborate on the antecedents of influencer marketing on consumer behaviour. While a qualitative study is believed to lack scientific generalizability the goal of qualitative research is to focus on understanding a phenomenon better rather than generalising to a larger population The nature of the research design based on qualitative study.The data collected through Survey with the target audience being active followers of influencers across different product categories. Active followers were those respondents who checked the updates of the influencers that they followed at least three times a week or more often. The flow of the discussion guide was as follows: Collecting information on the latest social media platforms being used, type of influencers followed, product categories where influencer marketing strategy is found to be relevant. And Identifying the which social used most. DATA ANALYSIS AND SURVEY Demographics: ● Age Distribution: The majority of respondents (84%) fall within the 18-24 age group, indicating a strong focus on the younger population in the study. This suggests that influencer marketing is particularly influential among the youth. ● Gender: The study reflects a predominantly female audience (63.2%), highlighting the potential impact of influencer marketing on women in the Indian fashion industry. ● Employment Status: The data indicates a significant presence of students (80.2%) in the study, emphasising the influence of influencer marketing on a demographic that is likely to be highly engaged with social media. ● Location: Urban areas are the primary residence for a majority of respondents (73.6%), underlining the urban-centric nature of influencer marketing impact. Social Media Engagement: ● Following Fashion Content: A large percentage (82.1%) of respondents follow fashion-related content on social media, underscoring the widespread influence of digital platforms in shaping fashion preferences. ● Preferred Platforms: Instagram is the dominant platform for fashion content (93.4%), with YouTube also holding a significant share (55.7%). Influencer Engagement: 5 ● Frequency of Engagement: A substantial portion (34.9%) engages with fashion influencers or celebrities on a daily basis, emphasising the continuous impact of influencer content. Weekly engagement is also notable at 27.4%. ● Influence on Choices: The majority (64.2%) agrees or strongly agrees that influencers and celebrities impact their fashion choices and purchase decisions, indicating the persuasive role of influencers in shaping consumer behaviour. Purchase Behaviour: ● Purchase Influence: A significant number (57.5%) claim to have made a purchase based on an influencer recommendation or endorsement, indicating the direct impact of influencers on consumer decisions. Effectiveness of Influencer Marketing: ● Positive Perception: The majority of respondents (77.4%) find influencer marketing campaigns effective (20.8% very effective, 56.6% effective), signifying the success of influencer strategies in the Indian fashion industry. ● Campaign Preferences: Product reviews and recommendations (80.2%) are identified as the most effective influencer marketing campaign type, followed by collaborations and partnerships with brands (39.6%). Fashion Trend Influence: ● Role in Setting Trends: An overwhelming percentage (84.9%) believes that fashion influencers and celebrities play a significant role in setting trends in India, demonstrating the perceived impact on the industry's fashion landscape. INFERENCES: Demographics ● The study is strongly oriented towards the youth, with 84% of respondents falling in the 18-24 age group, indicating a key focus on this demographic in influencer marketing efforts. ● The predominantly female audience (63.2%) suggests that influencer marketing has a substantial impact on women in the Indian fashion industry. ● The significant presence of students (80.2%) emphasises the influence of influencer marketing on a demographic that is likely to be highly engaged with social media. 6 64.2% of respondents that influencers shape their fashion choices and purchase decisions signifies a profound influence on consumer behaviour. A significant 57.5% admitting to making purchases based on influencer recommendations establishes a tangible link between digital persuasion and consumer action. Effectiveness and Preferences in Influencer Marketing: Our research dives into the effectiveness of influencer marketing campaigns, with 77.4% of respondents expressing positive perceptions. Product reviews and recommendations (80.2%) emerge as the linchpin of success, showcasing the potency of authentic and experiential content. These findings illuminate the strategic avenues through which brands can harness the power of influencers effectively. Setting Trends and Shaping Aspirations: In the grand tapestry of the fashion industry, influencers and celebrities emerge as master weavers, with 84.9% of respondents acknowledging their significant role in setting trends. This attests to their transformative power in shaping not just styles but the very aspirations of the fashion-conscious Indian populace. Research Summary: Unveiling Influence in Fashion and Beauty on Social Media In the realm of digital culture and consumer behaviour, this research delves into two pivotal questions, shedding light on the dynamics of influence in the fashion and beauty industries through social media. RQ1: How do influencers within the fashion and beauty industries wield influence using social media? Our exploration into the first research question unravels the intricate web of influence meticulously woven by influencers in the fashion and beauty domains. Analysing responses primarily from the age group of 18-24 (84%), we decipher the mechanisms and platforms through which these influencers exert their impact. The prevalence of engagement on platforms such as Instagram (93.4%) and YouTube (55.7%) underscores the digital footprint of influencers, and the study investigates the types of content and campaigns that resonate most with the audience. The daily interaction rate (34.9%) reveals the consistent and 9 influential role played by these personalities in shaping the fashion choices and preferences of their followers. RQ2: How does the influencer marketing strategy impact the behaviour and purchase decisions of teenagers and young adults within the Indian context? Turning our attention to the second research question, we scrutinise the broader impact of influencer marketing on the behaviour and purchasing decisions of the younger demographic in India. The overwhelmingly positive response to influencer effectiveness (77.4%) and the high rate of purchases influenced by recommendations (57.5%) provide valuable insights. Further, the study categorises the most effective influencer marketing campaigns, with product reviews and recommendations (80.2%) standing out as a dominant force. By examining the nuanced responses of teenagers and young adults, this research seeks to decode the symbiotic relationship between influencers and their audience, ultimately shaping the landscape of consumer behaviour in the Indian context. In conclusion, this research offers a comprehensive exploration of the influence wielded by fashion and beauty influencers on social media, unravelling the strategies that resonate with teenagers and young adults in the dynamic Indian market. The findings provide a roadmap for marketers, shedding light on the intricacies of influencer dynamics and their profound impact on consumer choices in the digital age. 10 REFERENCES 1. Brown D., Hayes N. (2008). Influencer marketing: Who really influences your customers? Elsevier/Butterworth-Heinemann. ISBN: 0750686006; 9780750686006. 2. Conick H. (2018). How to win friends and influence millions: The rules of influencer marketing. Marketing News, 52(7), 36–45. 3. 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