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@article{170760,
        author = {Dr. M. JOHN JACOB and Dr. R. RAJA and Dr. D. SILAMBARASAN and S. SUJITHA and R. REVATHI},
        title = {IMPACT OF INFLUENCER MARKETING ON WOMAN FASHION APPAREL PRODUCTS},
        journal = {International Journal of Innovative Research in Technology},
        year = {2024},
        volume = {11},
        number = {7},
        pages = {162-167},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=170760},
        abstract = {The study's goal is to determine how influencer marketing affects women's fashion apparel products. In this study, descriptive research was employed. In this study, Jinyan Ge's scale from 2024 was employed. The poll was carried out at Textiles and a fashion showroom in Chennai. Ultimately, 384 replies are suitable for additional examination. Thus, 384 respondents make up the study's sample. The questionnaire was gathered using the convenience sample approach. Additionally, regression, correlation, and mean and standard deviation were calculated. The study's primary conclusion is that purchase intention is significantly positively influenced by expertise, influencers' buying experiences, friends' opinions influenced by influencers, and attitudes towards fashion influencers.},
        keywords = {Marketing, media influencers, fashion industry and Purchase intention},
        month = {December},
        }