A COMPARATIVE STUDY ON THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER PURCHASE DECISIONS: H&M VS. SAVANA

This study examines the impact of social media influencers on consumer purchase decisions in the fast-fashion industry, with specific reference to H&M and Savana. As digital platforms increasingly shape consumer behavior, influencer marketing has become a key promotional strategy. The research focuses on how influencer credibility, authenticity, trustworthiness, relatability, and engagement affect brand perception and purchase intention among consumers aged 18–35 years. A quantitative approach was adopted using a structured questionnaire administered to 100 respondents from urban and semi-urban areas. Data was analyzed through percentage analysis and Chi-Square testing. The findings indicate that Instagram is the primary platform for fashion discovery, and influencer marketing significantly impacts purchase intention. However, consumers show moderate skepticism toward sponsored content, and brand trust and authenticity remain decisive factors in final purchase decisions.