This research aims to investigate the impact of social media influencer’s credibility dimensions (Trustworthiness, Attractiveness, and Expertise), in shaping consumer's behaviour (Purchasing intention of customers and customer's attitude towards the brand). This proposed theoretical framework is based on social learning theory and the theoretical implications of the previous literature which is related to social media influencer marketing. For this empirical study, the data has been collected from Pakistani consumers who are following social media influencers who share and endorse products related to the fashion industry. Data is collected from 149 individuals out of which 135 were valid respondents.  Results reveal that social media influencer's credibility dimension (Trustworthiness, Attractiveness, and Expertise) positively influence the customer’s attitude towards the brands as well as the purchase intentions of the customers. In addition, the study has significance for social media influencers in the fashion and style sector in terms of understanding the factors of followers' devotion to them and the noticeable effects of followers' allegiance on their behaviour. This study adds to the literature on social media influencer marketing by demonstrating the importance of follower’s perspective towards the social media influencers. Previous studies lack in providing the Pakistan perspective related to social media influencermarketing and this research attempts to fulfill that gap. Another important aspect of this study is that the pictures of influencers have been used to conduct this research.

With growing social media usage, social media influencers’ (SMIs) are getting more popular within the realm of social media marketing and are widely used by brands. Previous studies have shown SMI marketing influences consumers’ impulsive buying behavior in prominent ways such as by SMI-generated content, trust in SMI and SMI credibility, SMIs’ emotional appeal, SMI visual attractiveness and SMI expertise. Thus, to further elaborate on current knowledge, the purpose of this study is to describe the influence of social media influencers’ on consumers' impulsive buying behavior. A qualitative study including features of both a cross-sectional and a case study approach was conducted. It was found that SMIs’ individual characteristics and personal connections with consumers as well as SMI-generated content and SMIs’ demonstrated knowledge enhance trust and further influence impulsive buying behavior (IBB). Further, key patterns identified the interplay between SMI appearance, inspiration and trust showing that visually attractive SMIs increase trust, thus influencing impulsive buying behavior among consumers. Findings emphasize how characteristics influence each other to influence IBB as well as, how each characteristic recognized, independently influences IBB among consumers.

In recent years there has been an increase in the usage of social media. This trend coincided with the increase in promotion via influencers and with overall growth in public interest in health and fitness. This has led to an opportunity for new marketing strategies, namely influencer marketing. Through empirical observations we have identified early adopters of the influencer marketing strategy growing exponentially, especially in the sports wear fashion industry where relatively young companies have taken market share from bigger companies. Literature has shown influencer marketing to be beneficial to target customer segments efficiently and cheaper compared to traditional means of marketing. Hence, the purpose of this study is to examine how companies in the sportswear fashion industry use influencer marketing, how influencer marketing affects the consumers buying process and post-purchase behavior. By analyzing various factors of influencer marketing and the customer journey we have gained valuable insights into the interaction dynamics between companies, influencer and consumers and into what constitutes a successful influencer marketing campaign. In order to conduct this study, a theoretical framework has been designed centered on theories about influencer marketing, consumers' journey and brands. The study has used a qualitative method where 8 semi-structured in-depth interviews with industry representatives have been carried out. The respondents come from four different sportswear fashion brands and are well versed in this subject. The authors have considered all ethical aspects and made sure that non-identifying information is included that can be traced or linked back to the respondents. The interviews were conducted via Zoom and over the phone and the authors chose to do a thematic analysis to answer the research question: How do brands use social media influencers to affect consumers' journey within the sportswear fashion? The results from this study indicate that brands can use social media influencers to influence consumers' journey in sportswear fashion. The biggest and foremost reason brands can influence the consumer journey is the choice of influencers. A developed model from empirical data and analysis has been created to explain this process. The model shows how brands start by choosing an influencer, what factors influence the choice, then who the influencer should be and the desired characteristics, and finally how influencers affect consumers, how consumers react and the relationship between all parties.

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The use of computer-generated images as influencers of consumer opinions and behavior is an emerging advertising strategy. This research investigates the advantages and disadvantages of using computer-generated images (CGI) as influencers of human behavior from the perspective of promoting a brand. The power of electronic word of mouth (social media) and how it is incorporated in computer-generated images used as influencers is discussed as a major factor in consumer decision making. The social media account content of computer-generated images was analyzed by conducting a frame analysis to discern how computer-generated images are portrayed on social media. A frame analysis of 577 social media posts was used to develop a framework for future social media strategies for computer-generated images. CGIs be portrayed as transparent, engaging, and as a socialite. Best practices for using computer-generated images were identified by conducting an interview with a representative of a brand that has collaborated with an influential computer-generated image. Innovation, listening to the consumer voice, and creative control should be prioritized in this growing field of CGIs and CGI partnerships.