Online Influencer Endorsements and Consumer Purchase Intentions in the Ghanaian Fashion Industry

Abstract

Social media has transformed marketing in Ghana’s fashion industry, allowing brands to blend cultural heritage with modern trends to appeal to local and global audiences. Platforms like Instagram enable brands to showcase traditional aesthetics while aligning with global lifestyle trends. Influencers play a key role in driving consumer purchasing decisions through authentic, relatable promotions. This study examines the role of social media in shaping consumer purchasing intentions in Ghana’s fashion industry premised by the Source Credibility, Social Exchange and the Two-Step Flow theories. The study employed a descriptive research design to examine the impact of social media influencer marketing on consumer purchasing intentions in the Ghanaian fashion industry. The total population included urban and semi-urban consumers aged 18-35, with a sample size of 384 respondents selected using simple random sampling. Primary data was collected through structured questionnaires administered both online and in-person, ensuring broad accessibility. The data was analyzed using descriptive statistics and regression analysis to identify patterns and test hypotheses regarding influencer credibility, consumer engagement, and purchasing intentions. The study revealed that social media influencer marketing significantly influenced consumer behavior in the Ghanaian fashion industry, with trust and cultural alignment playing critical roles. Influencer credibility, characterized by honesty, expertise, and relatability, was shown to enhance consumer trust, which directly impacted purchasing intentions. Informative and entertaining content were identified as essential elements, fostering stronger connections and confidence in endorsed products. The study recommended that organizations in Ghana’s fashion industry collaborate with credible influencers, provide them with product knowledge, encourage creative and engaging content, and implement robust monitoring systems to maximize the effectiveness of influencer marketing campaigns.