University of Twente Student Theses
The effect of modest fashion influencers on consumer purchase intentions: a comparative study in a multireligious context
Deniz, Ö. (2023) The effect of modest fashion influencers on consumer purchase intentions: a comparative study in a multireligious context.
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| Abstract: | Since influencer marketing for the fashion industry is a growing trend, and social media has become a part of people’s daily lives, it is valuable to explore if there is a difference in the type of consumers and their purchase intention. Additionally, modest fashion is a growing trend in the fashion industry. So, this study aimed to bridge the gap in the literature by studying the effect of modest fashion social media influencers on the purchase intention of different types of consumers, i.e. Muslims and non-Muslims. In order to analyse this, a quantitative method of research has been conducted based on theories from previous studies regarding endorser-product congruence, endorser-consumer congruence, and religiosity (as a moderator). An online survey has been distributed through social media platforms resulting in a total of 56 respondents. To conduct this survey, three stimuli were used to test the relationships: an influencer wearing hijab, a modest influencer (without hijab), and a non-modest fashion influencer. In order to interpret the outcomes, a linear regression analysis has been conducted after the respondents have been split into two subgroups: Muslim and non-Muslim. The results showed that for Muslim consumers both the endorser-product and the endorser-consumer congruence had a significant positive effect on the purchase intention. For non-Muslim consumers, however, only endorser-consumer congruence had a significant positive effect on the purchase intention. Furthermore, religiosity did not have a significant effect as a moderator variable on the relationship between endorser-consumer congruence and purchase intention in either group. These results suggest that modest fashion influencers can have an effect on both Muslim and non-Muslim consumers provided that the consumer perceives a congruence between themselves and the influencer. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/97350 |
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