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

Muhammad Faisal Malik, r Manzoom Akhtar, Dr Zia ur Rehman, Kashif Mehmood and Muhammad Hafeez
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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

Journal of Policy Research (JPR), 2022, vol. 8, issue 3, 70-80

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.

Keywords: Consumer Satisfaction; Social Media Influencers; Perceived trustworthiness; Perceived SMI; Communication Skills; Perceived SMI satisfaction (search for similar items in EconPapers)
Date: 2022
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