Abstract
This paper aims to investigate the concept of influencer marketing in fashion while demonstrating how the actions of influencers marketing on purchase decision. As customers’ disposable incomes and credits increase, the pressure on the fashion industry is increasing to adopt more sustainable practices taking into account the social and environmental cost of fast fashion industry business models. Through many forms of media available, influencer marketing plays an important role in educating consumers on sustainable fashion as well as, rational usage. Nonetheless, to achieve this goal, brands must work only with influencers who have comparable values and help users make a change toward sustainable consumption. Furthermore, there is also the issue of identifying the right influencers who are capable of building touch with the audience. As identified, this research seeks to evaluate influencers and their decisions based on fashion marketing. With these insights, brands can then move to improve brand image, and optimize the conversion of the consumers by applying influencer marketing. Additionally, this study adds to the body of knowledge in B2B marketing by examining the influence of digital influencers when selecting a vendor, as well as offering managerial implications for brands and agencies targeting to optimize influencer marketing.