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Research on the effectiveness of using celebrity endorsement and influencer marketing in advertising fashion brands
(2025-09-24) Gravalou, Iliana; Γραβάλου, Ιωάννα Ηλία; Μπάλτας, Γεώργιος; Σαριδάκης, Χαράλαμπος; Δρόσος, Δημήτρης
The study exploited the emergence of social media and influencer marketing in the fashion industry, stressing the development of interpersonal relations with consumers and consumer perceptions of the brand. It points how social networks enable real-time communication, which companies use as a vital aspect of their digital marketing strategies. The study is meant to assess the comparative effectiveness of celebrity endorsements and influencer marketing through their impacts on advertising fashion brands. A quantitative research design was used, and a total of 93 respondents, who are active social media users, formed the sample. Findings show that most people use social media for entertainment and access fashion influencer stories and visuals, engagement by followers is third in the line, however, trust in the honesty of the influencer is relatively held. Research has found that credibility, visual appeal, and trust are important factors for the effectiveness of influencer marketing, the study has assumed that micro-influencers have more credibility and trustworthiness than larger ones. Some of the respondents hardly ever make purchases as a result of influencer marketing, though many do acknowledge the brand and recommend the product, which speaks to the potency of electronic word-of-mouth. The study recommends that fashion brands should prioritize authentic and transparent partnerships with micro-influencers, and besides that, emphasis should be placed on the content quality and engagement to be able to build trust and attain marketing success. In general, influencer marketing is a powerful tool in fashion, but to a great extent its effectiveness is determined by the precision of the targeting, as well as authenticity and the maintenance of a genuine relationship with the consumers.