The Effect Of Social Media Influencers On Gen Z Fashion Consumption In Ghana

Abstract

The rapid growth of social media influencer marketing has transformed fashion consumption among young consumers globally. However, limited empirical evidence exists on how this influence operates among Generation Z in Ghana, particularly regarding influencer credibility, authenticity, and relatability. This study examined the influence of social media influencers on fashion consumption among Generation Z consumers in Ghana using a quantitative survey of 200 respondents aged 18–29. The findings show that Ghanaian Gen Z actively engage with influencer content, with the strongest preference for educational formats such as outfit styling tutorials (M=3.61) and practical fashion tips (M=3.58), while overtly sponsored posts and affiliate links recorded the lowest appeal. Influencers were perceived as moderately credible (M=3.56) but only neutral-to-moderately authentic (M=3.41) and relatable (M=3.38), reflecting Gen Z’s demand for transparency and cultural proximity. Multiple regression analysis revealed that credibility, authenticity, and relatability jointly explained 58.4% of the variance in fashion choices and purchase intention and 53.6% of the variance in brand loyalty, with relatability emerging as the strongest predictor of loyalty (β=.398, p<.001). Behavioural outcomes confirmed tangible influence, as 42% of respondents had purchased fashion items based on influencer recommendations and 39% reported changes in their personal style. Extending Source Credibility Theory and Social Identity Theory to the Ghanaian context, the study concludes that cultural relatability often outweighs traditional expertise in driving sustained influencer impact among African Gen Z consumers. Fashion brands targeting this demographic should prioritise long-term partnerships with authentic, culturally resonant micro-influencers and focus on value-driven, educational content that integrates global trends with Ghanaian aesthetics.