A Study on the Impact of Social Media Influencer Marketing on the Purchase Behaviour of Clothing Consumers in North Chennai

Author(s)	Dr. RAJAPRIYA R, Mrs. S. Priyadharshini
Country	India
Abstract	Social media influencer marketing has emerged as a powerful promotional strategy, particularly in the clothing and fashion industry, where visual appeal and peer influence significantly shape consumer decisions. This study examines the impact of social media influencer marketing on the purchase behaviour of clothing consumers in North Chennai. Primary data were collected from 250 respondents using a structured questionnaire. The study employs descriptive statistics, correlation analysis, regression analysis, and Structural Equation Modelling (SEM) to test the proposed conceptual framework. The findings reveal that influencer credibility, content quality, and trust significantly influence purchase intention, which in turn strongly affects actual purchase behaviour. The study offers valuable insights for fashion marketers to design effective influencer strategies tailored to regional markets.
Keywords	Social Media Influencers, Clothing Purchase Behaviour, Digital Marketing, SEM, North Chennai
Field	Mathematics > Economy / Commerce
Published In	Volume 7, Issue 4, July-August 2026
Published On	2026-08-07

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