Fashion blogging and influencing hold substantial sway over the fashion industry in Ghana. These platforms

enable local designers to showcase their creations, promote indigenous fashion, and connect with a global

audience. The study aimed to investigate the role of fashion bloggers and influencers on consumer behaviour

towards clothing brands. The study used a descriptive survey design. The target population for the study

consisted of fashion bloggers and influencers, as well as active consumers on various social media platforms,

including TikTok, Instagram, and X (formerly Twitter). A total of 200 participants were included in the study,

comprising 80 fashion bloggers and influencers and 120 consumers. A purposive sampling technique was

(F=70.303, p=0.00<0.05). It was recommended that fashion brands should establish long-term partnerships with

credible and authentic influencers whose values align with their brand identity. Such collaborations can enhance

brand loyalty and consumer trust through consistent and genuine content delivery. Also, influencers should focus

on producing high-quality, creative, and informative content that resonates with their audience

The fashion industry has undergone notable transformations in recent years, primarily attributable to the growing

influence of social media and digital platforms. Fashion bloggers and influencers have become integral

participants in this digital evolution [1]. These individuals leverage their online presence to initiate trends,

endorse products, and sway consumer preferences [1]. Fashion bloggers create and disseminate fashion-related

A key principle underlying their approach is authenticity [4]. Influencers who are perceived as genuine and

relatable tend to have a greater ability to influence their followers' purchasing decisions [5]. Influencer Marketing

Hub reported that approximately 82% of the surveyed consumers indicated a strong inclination to consider

recommendations made by authentic micro-influencers [6]. According to the authors, authenticity fosters a great

deal of trust and loyalty among followers, thereby amplifying the marketing effectiveness of influencers

associated with fashion brands [6].

In Ghana, fashion blogging and influencing hold substantial sway over the fashion industry [7]. These platforms

enable local designers to showcase their creations, promote indigenous fashion, and connect with a global

audience [7]. The economic implications of fashion blogging in Ghana further underscore its significance.

Influencers play a crucial role in bolstering the fashion sector by driving sales and promoting local enterprises.

This investigation aims to address this gap by providing an in-depth examination of the activities and strategies

employed by fashion bloggers and influencers in Ghana, as well as their significance within the fashion industry

and their impact on consumer behaviour.

Fashion influencers have emerged as integral components of the fashion industry, utilising their social media

platforms to influence trends, consumer behaviour, and brand recognition. This phenomenon is predominantly

attributed to the growing significance of social media, which enables individuals possessing considerable

followings to influence public perception and fashion choices [9]. The emergence of fashion bloggers and

influencers can be traced to the mid-2000s, coinciding with the advent of social media platforms such as

audience while sharing their fashion insights and preferences [10]. According to Business of Fashion, the

years to come [11]. This trend highlights marketers' growing reliance on influencers to effectively engage their

Consumer behaviour represents a multidisciplinary domain that examines the manner in which individuals

allocate their resources, including time and finances, towards consumption-related endeavours [13] [14]. A

psychological analysis of consumer behaviour involves the exploration of internal mechanisms, including

perception, motivation, learning, and attitude formation, which collectively shape purchasing decisions [15].

Charm et al. articulated consumer behaviour as the study of the processes involved when individuals or groups

select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy their needs and desires,

thereby encompassing the entire consumption continuum from decision-making to post-consumption practices

[16]. Han characterised consumer behaviour as the totality of consumers' decisions with respect to the

acquisition, consumption, and disposition of goods, services, time, and ideas by human decision-making units,

maximising utility in accordance with their best interests [20].

Fashion blogging has had a tremendous impact on consumer purchase behaviour, owing to its ability to influence

and engage. Fashion bloggers generate content that resonates with their audience by sharing style advice, product

reviews, and personal experiences that encourage trust and authenticity. Djafarova and Rushworth found that

customers are more inclined to trust and buy products recommended by fashion bloggers than those in traditional

advertisements [21]. This trust is developed by providing consistent and relatable content that helps readers to

feel connected to the blogger. Lou and Yuan found that fashion bloggers' perceived authenticity and credibility

have an important impact on changing consumer attitudes and behaviours [22]. According to the survey,

consumers who regard bloggers as real are more likely to accept their suggestions and base their purchasing

[24]. The legitimacy of bloggers' endorsements makes their audience more receptive to marketing

communications, leading to increased engagement and higher conversion rates. Ki, Cuevas, Chong, and Lim

noted that fashion bloggers often collaborate with businesses to create special collections or host branded events

[25]. These collaborations not only enhance brand visibility but also improve the overall consumer experience.

The study adopted a descriptive survey design. A descriptive survey is a quantitative research method that seeks

to accurately and systematically describe a population, phenomenon, or situation by addressing questions such

as what, when, where, and how, rather than why [26]. This design was deemed appropriate for the study because

it enabled the researcher to collect data from a relatively large number of respondents, capturing their

platforms such as TikTok, Instagram, and X (formerly Twitter), as these platforms serve as key spaces for fashion

promotion and trend dissemination. The fashion bloggers and influencers were selected because of their

significant role in shaping public perception, influencing consumer purchasing behaviour, and promoting both

local and international fashion brands. The inclusion of consumers in the target population was equally

important, as they represent the end-users whose attitudes and purchasing decisions are influenced by fashion

bloggers and influencers.

The study employed a purposive sampling technique to select participants, specifically targeting fashion bloggers

and influencers, as well as consumers who actively patronise clothing brands through social media platforms. A

purposive sampling was deemed appropriate because it allows the researcher to focus on participants who

A total of 200 participants were included in the study, comprising 80 fashion bloggers and influencers and 120

consumers. This sample size was considered adequate to provide diverse perspectives from both content creators

the study, the accessibility of participants, and the need to capture a representative range of experiences across

to the strategies employed by fashion bloggers and influencers, as well as consumer behaviour towards clothing

brands. To obtain meaningful responses from participants, the questionnaire required respondents to indicate

their level of agreement with a series of statements by marking (√) the appropriate response box.

A five-point Likert scale was utilised, ranging from 5 (Strongly Agree) to 1 (Strongly Disagree). This scaling

technique allowed the researcher to capture nuanced opinions, including neutral positions, while providing a

structured framework for ranking responses. The use of Google Forms also facilitated efficient data collection,

accessibility, and ease of analysis, ensuring that participants could conveniently complete the questionnaire via

their mobile devices or computers.

yielded a coefficient of 0.85, while the consumer behaviour items produced a coefficient of 0.77. According to

Table 3: Responses on Consumers' behaviour towards clothing brands

Predictors: (Constant), strategies of fashion bloggers and influencers

The correlation coefficient (R = 0.647) indicates a strong positive relationship between the dependent variable

and the independent variables. The coefficient of determination (R² = 0.419) suggests that approximately 41.9%

of the variation in consumer behaviour is explained by the model, underscoring the substantial influence of these

of predictors included. Moreover, the F-change value of 70.303 and a significance level of p < 0.001 demonstrate

that the model is statistically significant. Collectively, these results reveal that the strategies employed by fashion

bloggers and influencers exert a positive and statistically significant effect on consumers’ behaviour towards

clothing brands in Ghana.