The Effectiveness of Influencer Marketing in Building a Strong Brand Image in Malaysia’s Fashion Industry

Abstract

Social media marketing including influencer marketing is one of the most successful methods for promoting products and services in today's dynamic digital environment. This is attributable to the feasibility of promoting goods and services via social media marketing. There has been a recent increase in the incorporation of prominent individuals' thoughts and platforms into advertising efforts. This represents a recent invention in the marketing sector. This study aims to investigate the impact of influencer marketing on brand recognition and sales of Malaysian fashion firms. This research indicates that fashion enterprises can significantly gain from influencer marketing to effectively engage their target audience, enhance brand visibility, and boost sales. This potential may indeed exist, as indicated by the findings of this investigation on the relevance of influencer marketing activities in Malaysian fashion industry. The concept of influencers serving as a medium for organisations to connect with engaged and pertinent audiences is increasingly gaining traction in a dynamic digital environment. To assess client purchasing behaviour, it is essential to evaluate the authenticity of influencers and online advertising, as well as to articulate the significance of these elements. The research conducted a comprehensive analysis to ascertain whether brand awareness mediates the relationship between influencer credibility and brand awareness. This study aimed to assist the Malaysian fashion sector in developing efficient influencer marketing initiatives. The research findings emphasise the significance of influencer reputation and the necessity for honest advertising in influencer marketing. Brand awareness in Malaysia's fashion sector is predominantly reliant on the reputation of influencers to improve the brand image of a business.