Impact of Influencer Marketing on Brand Promotion, a Study on the Sri Lankan Fashion Retail Sector.

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."