Published Paper Details:

The study titled "Impulsive Buying Behavior of Consumers on Fashion Products: Exploring Influencer Endorsement's Role" investigates the interplay between impulsive buying behavior and influencer endorsement in the fashion industry, specifically focusing on the Indian consumer market. Through an examination of the complex relationship between influencer endorsement and impulsive buying, the research employs social media platforms like YouTube, Instagram, and Facebook to uncover the complexities among consumers, influencers, and fashion products in the digital era. By bridging the gap in understanding how influencers influence impulsive buying decisions, the study dissects the attributes of influencer endorsement and its impact on impulsive buying, contributing to both theoretical insights and practical implications for marketers. The research objectives encompass exploring gender-based variations in influencer endorsement, examining age-related differences, and elucidating the connection between influencer endorsement and impulsive buying behavior. Employing a descriptive and empirical approach, the study conducts an online survey among daily social media users in India, revealing substantial gender-based disparities in influencer endorsement. Moreover, the result uncovers noteworthy distinctions in influencer endorsement across diverse age groups, while the post hoc analysis underscores age's potential influence on this dynamic. Furthermore, the research establishes a robust positive correlation and a significant impact of influencer endorsement on impulsive buying behavior among fashion consumers. In conclusion, this article offers insights into the intricate amalgamation of influencer endorsement, gender, age, and impulsive buying behavior in the fashion domain. These insights offer valuable guidance for marketers seeking to optimize strategies in the digital age and propose avenues for future research to delve into the psychological and sociocultural aspects shaping these complex dynamics. As the digital marketing landscape evolves, comprehending the role of social media influencers in shaping consumer behavior remains pivotal.