An exploratory study to assess the impact of social media influencers on consumer’s buying behaviour for online apparel shopping

The COVID-19 pandemic has drastically accelerated the growth of Online retail shopping platforms. Moreover, it has introduced the concept of social media marketing and the emergence of Social Media Influencers. This study is based on the Stimulus-Organism-Response model of decision-making by Hebb 1950s. The study will analyse the impact of factors arising through content posted by SMIs and their influence on consumers’ buying decisions. The study will use Smart PLS to perform factor analysis and assess the relationship between measured variables and latent variables using Structural Equation Modelling.