Consumer Behaviour Towards Clothing Brands: Role of Fashion Bloggers and Influencers

Abstract

Fashion blogging and influencing hold substantial sway over the fashion industry in Ghana. These platforms enable local designers to showcase their creations, promote indigenous fashion, and connect with a global audience. The study aimed to investigate the role of fashion bloggers and influencers on consumer behaviour towards clothing brands. The study used a descriptive survey design. The target population for the study consisted of fashion bloggers and influencers, as well as active consumers on various social media platforms, including TikTok, Instagram, and X (formerly Twitter). A total of 200 participants were included in the study, comprising 80 fashion bloggers and influencers and 120 consumers. A purposive sampling technique was employed to select the fashion bloggers and consumers for the study. A Google Form questionnaire was employed as the primary data collection instrument for the study. The finding showed that content quality, consistent engagement, and cross-platform presence are central strategies adopted by fashion influencers and bloggers. It was evident that the presence of fashion bloggers and influencers shaped consumers' purchasing behaviour and brand engagement. The study found that the strategies of fashion bloggers and influencers have a positive and statistically significant influence on consumers' behaviour towards clothing brand relationships (F=70.303, p=0.00<0.05). It was recommended that fashion brands should establish long-term partnerships with credible and authentic influencers whose values align with their brand identity. Such collaborations can enhance brand loyalty and consumer trust through consistent and genuine content delivery. Also, influencers should focus on producing high-quality, creative, and informative content that resonates with their audience