Author(s)

Langhua Zhang ¹

Affiliation(s)

¹ Basis International School Shenzhen, Shenzhen, Guangdong, 518000 China

Corresponding Author

Langhua Zhang

ABSTRACT

Social media is becoming increasingly important in people's life, while the clothing retailing industry is in urgent transformation during the COVID 19 pandemic. This paper thereby explores how influencer marketing affects the clothing retailing industry in the aspect of consumer adoption, which includes the cognitive stage (Inform), affective stage (Persuade), and behavioral stage (Remind) of customer purchasing behaviors. This framework is derived from Keller's brand pyramid, which is also known as the Customer-Based Brand Equity. The concept of Keller's brand pyramid is that in order to build a strong brand, companies must shape how customers/consumers think and feel about the product. When it has strong brand quality, consumers will more likely to buy this brand again. There are two parts in the pyramid, emotional or more rational, both parts will get to Resonance. After conducting an experiment periement, we found that online influencer marketing is more effective when applied to consumers at the cognitive stage, while traditional marketing is more effective when applied to extroverts at the affective stage.

KEYWORDS

Influencer marketing, Brand equity, Consumer purchasing behavior

CITE THIS PAPER

Langhua Zhang, Compared with Traditional Marketing, How Influencer Marketing Affect costumers' Purchasing Behaviors in the Clothing Retailing Industry. Financial Engineering and Risk Management (2023) Vol. 6: 1-6. DOI: http://dx.doi.org/10.23977/ferm.2023.060301.

REFERENCES

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[2] 2.Cooley, D., & Parks-Yancy, R. "The Effect of Social Media on Perceived Information Credibility and Decision Making". Journal of Internet Commerce, 2019, vol.18, no.4, pp.249–269. 
[3] Etwaroo, Shannon, and Lodovica Biagi. "Fashion Ecommerce Report 2021." Statista, 2021, https://www.statista.com/study/38340/ecommerce-report-fashion/.
[4] Hambleton, Hannah. "How Can Consumer Behaviour Change the Fashion Industry?" TextileTalk, 27 Apr. 2017, https://textileconsult.wordpress.com/2017/04/28/how-can-consumer-behaviour-change-the-fashion-industry/.
[5] Hughes, C., Swaminathan, V., & Brooks, G. "Driving Brand Engagement through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns". Journal of Marketing, 2019, vol.83, no.5, pp.78–96.

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