1.
M. Benita
– Anna University Regional Campus, Tirunelveli, Tamil Nadu, India.
2.
T. Rita Rebekah
– Anna University Regional Campus, Tirunelveli, Tamil Nadu, India.
Abstract
This review article explores the profound impact of influencers on the buying behavior of young consumers in the apparel industry. Social media platforms such as Instagram, TikTok, and YouTube have allowed influencers to become key players in shaping fashion trends, promoting brand loyalty, and driving consumer purchases among youth. This article investigates how influencers use relatability, trust, and social proof to influence the fashion choices of young buyers. It further examines the role of micro- and macro-influencers, the psychological motivations behind youth purchasing decisions, and the ethical considerations of influencer marketing in fashion, including concerns over fast fashion and consumer trust. The review highlights existing research on the subject and offers insights into the future trajectory of influencer marketing in the apparel sector, especially targeting young consumers.
Keywords Influencers, Consumer Behavior, Young Customers, Apparel Industry, Social Media, Fashion Marketing, Micro-Influencers, Brand Loyalty, Fast Fashion, Ethical Concerns
