Determinants of Influencer Credibility and Platform Credibility to Understand the Effectiveness of Indian Fashion Influencers

The concept of influencer marketing refers to the use of selected influencers to create and promote branded content to the influencer’s followers and the brand’s selected target market. Fashion Influencers on social media are the main transmitters of information to their network and play a successful new fashion diffuser. However, some influencers are proven to be more successful in doing so. Therefore, this paper aims to understand the factors pertaining to source credibility & platform credibility in determining influencer’s effectiveness on social media. A huge number of variables have been identified during the literature review for this study. The research design of the present study has been ‘quantitative’ and attempts to bring empirical findings. A structured questionnaire has been used to collect data from 367 respondents through a purposive sampling method and analyzed using SEM. This research study presents the findings and elaborative results in the context of India. Implications and recommendations of research are further discussed in the context of emerging markets.