Influence Beyond the Feed the Role of Social Media Influencers in Shaping Fashion Identity and Purchase Decisions of Gen Z

Abstract Influencers via social media have become a potent tool in influencing consumer behavior; especially that of generation Z who are keen users of online platforms to get fashion advice and product details. The paper will explore the effect of influencer credibility, authenticity, and content in the purchase behavior of Gen Z buyers of clothes. The primary data were obtained using a structured questionnaire as the approach to quantitative research, which provided 306 valid responses. The research examines the connection between the influencer traits and consumer attitudes towards the apparel products and the role of influencer trendy in the lifestyle decision-making and using fast fashion products. The results show that perceived authentic, relatable, and trustworthy influencers can influence the attitudes of Gen Z to fashion brands and positively influence their purchase intentions. Moreover, influencer posts lead to hasty purchases and influence the purchasing patterns among younger customers. The study is informative to marketers and fashion companies in terms of strategy formulation that can be used to attract the Gen Z market segment through influencer marketing. Keywords: Social Media Influencers, Generation Z, Influencer Credibility, Purchase Decision, Fast Fashion, Consumer Behaviour, Influencer Marketing, Apparel Consumption.