Effects of Instagram Influencers on Fashion Awareness and Style Choices of Young Adults

Abstract

Aim of the Study: In today’s digital era, young adults are often exposed to attire brands supported by Instagram influencers, which may play an imperative role in shaping their fashion awareness. This research analyzes the effects of Instagram influencers on fashion awareness and style choices of young adults. The study aims to examine, how Instagram influencers influence the fashion-related behaviour of young adults.

Methodology: Two step flow model of communication and Social Learning theory provided the base for the present research. A sample of 400 respondents was chosen through simple random sampling procedure and data collected through structured questionnaires.

Findings: The findings revealed that the Instagram is an essential medium for fashion awareness and attire branding. The results accent the captious value of article of clothing branding, befitting online communication, and enlightened content consumption to enhance style choices of attire brands. Instagram influencers leading the young adults to choose attire and style it with moderanity.

Conclusion: The study concludes the increasing role of Instagram influencers in intensifying fashion awareness within the branding sphere, accenting their potency to influence style choices of attires. Instagram plays an effective role in fashion awareness of young adults. It gives them exposure and shapes their attitudes towards style choices of attire.