Abstract:
"In the current landscape, marketers in the fashion industry employ various strategies to influence
customer behavior, with influencer marketing emerging as a prominent tool. This approach
significantly impacts brand promotion and helps businesses navigate competitive challenges
effectively. Consequently, this study aims to explore the effect of influencer marketing on brand
promotion, focusing specifically on the fashion industry in Sri Lanka. While existing literature
acknowledges the influence of influencer marketing on brand promotion in general, empirical
gaps remain concerning specific product categories and market contexts. Furthermore, the
limited research addressing this phenomenon within the fashion industry underscores the need
for this investigation. This study adopted a quantitative approach, utilizing a structured
questionnaire to gather data through the convenience sampling method. Out of 400
questionnaires distributed, 384 responses were collected and analyzed for the final study. The
findings revealed a significant influence of influencer marketing on brand promotion decisions
within the research context. Multiple regression and correlation analyses served as the primary
statistical tools for data analysis. Additionally, the study addressed the managerial implications
of the key findings and highlighted potential directions for future research."
