Influence of Fashion Bloggers on The Purchase Decisions of Indian Internet Users-an Exploratory Study
This paper presents the results of an exploratory study that was conducted to find out if fashion bloggers can
influence their followers to purchase branded products and also to find if they can create awareness about the latest trends
among these social media users. The study infers that women constitute the major part of followers of fashion bloggers.
Most of the followers are unmarried and believe that bloggers have a positive influence on their buying behavior of branded
Key terms- Fashion, Purchase decisions, Blogging, Vlogs, and Link logs.