The Impact of Influencer Marketing on Brand Building and Consumer Behavior in The Clothing Industry

Abstract

This study aims to analyses the impact of influencer marketing on brand building and consumer behavior within the apparel sector on social media platforms. A descriptive quantitative approach was employed, utilising an online questionnaire to collect data from a sample of 103 social media users in Iraq. Statistical methods were used to analyse the data and measure the impact of influencer credibility, content quality and self-awareness on consumer behavior and brand building. The results revealed that influencer credibility and self-awareness were the most influential factors in determining purchase intent, whereas content quality and frequent exposure to digital content were found to enhance brand presence and increase the likelihood of purchase. The findings also indicated that influencer marketing significantly explains variability in consumer behavior, thus confirming its effectiveness in the Iraqi market. The study recommends selecting credible influencers, producing creative content and developing marketing strategies that are tailored to the characteristics of digital platforms.