The impact of digital influencers on consumers´ decision-making process in the luxury fashion market

Abstract

The aim of this dissertation is to comprehend how digital influencers affect each stage of consumers’ decision-making process when buying a luxury fashion product. This research intends to contribute to help managers and marketers to make more informed decisions about which strategies to implement in each stage of consumers’ decision-making process. I used a qualitative approach and conducted 20 semi-structured interviews of consumers of luxury fashion brands who are currently followers of digital influencers on social media. The findings demonstrate that influencers have an impact on problem/need recognition stage, information search stage and evaluation of alternatives stage, but do not have an impact on purchase decision stage. Indeed, the majority of consumers advocated that influencers are a valuable source of brand awareness and product information and that the content shared by them on social media is useful to help consumers to choose the product that will better satisfy their needs and desires. However, almost every participant stated that although feeling very inspired and influenced to buy the luxury fashion products used or promoted by influencers, they acknowledge that this influencers’ persuasive power is not sufficient for them to decide to purchase the product, since luxury fashion products represent a large investment and, consequently, require a higher purchase power and a deeper ponderation.

Date of Award	26 Jan 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Laure Leglise (Supervisor)