Impact of Perceived Originality, Perceived Uniqueness Under the Moderating Role of Instagram Influencers to Follow the Advice in Fashion Industry
Author: Afzaal Aqsad

Fruitful convincing of the fashion influencers have high commitment in fashion and they have ability to persuade their followers. Instagram is useful platform used by influencers in style industry and this pattern is relied upon to follow by Pakistani fashion brands to enhance the customers. This study aims to study the influencer’s content and consumer’s reason to follow those influencers for being in touched with fashion products and fashion brands. For this purpose, the data collected from (278) Instagram users from different universities students in Islamabad. Results based on the Instagram user’s opinion as they perceive influencers content unique and original. And these results suggest that originality and uniqueness content of fashion influencers is important factor to follow their advice. These results are extracted by using SPSS software. This study has important implications for Fashion brands and fashion influencers Supervisor:- MS. Mariam Mohsin

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Supervisor: Mariam Mohsin

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