A PASSION FOR FASHION: THE INFLUENCE OF BLOGS, CELEBRITIES AND FASHION TRENDS ON CONSUMER BEHAVIOUR
DOI:
https://doi.org/10.64105/jbmr.04.03.495Abstract
The purpose of this study was to explore a passion for fashion: the influence of blogs, celebrities and fashion trends on consumer behavior. For this review, quantitative exploration approach was utilized to lead the examination and field study transformed into utilized as an examination plan methodology. This study will be huge for brands and associations as they will come to be familiar with the elements that foster interest and propel the purchaser conduct towards style. Researchers and scientists will likewise come to be aware of elements that as of now have been examined and which variables should be concentrated on in future. The discoveries of this study will likewise serve to researcher and scientist and organizations to track down approaches to utilizing this data to speak with bloggers and get advantage of advanced showcasing. The time horizon was cross-sectional stud and Cross-sectional research is limited to a single time period. The sample of study were consisted of two hundred and fifty-six (256) students of Department of Business Administration University of Kotli AJ&K. The data for this study were collected using a practical sampling strategy (not randomly). A five-point Likert scale questionnaire was used as the research tool to get the data from the primary source. Business Administration students were given questionnaires to complete in order to gain feedback on their studies. The data was analyzed by using Statistical Package for Social Sciences (SPSS). The data were analysed using a variety of statistical techniques, including descriptive statistics, correlation analysis, and multiple regression analysis. According to the correlation, there is a considerable relationship between consumer behaviour, fashion trends, celebrities, and blogs. The beta value in a multivariate regression analysis depicts the influence of variables. The beta value of blogs, fashion trends, and famous people demonstrates the validity of the hypothesis. Blogs, fashion trends, and celebrities' R square values demonstrate variation in the variable. It is recommended that the mediator and moderator variables may also be included in the study on this subject by a future researcher. Future researchers must employ longitudinal or time lag research designs in order to obtain better outcomes and prevent prevalent bias.
Keywords: Fashion, Fashion Industry, Blogs, Celebrities, Trend, Brand.
