Exploring the Relationships Between Social Media Influencers and Consumer Purchase Intentions in the Chinese Fashion Industry

Chen, Peng (2025) Exploring the Relationships Between Social Media Influencers and Consumer Purchase Intentions in the Chinese Fashion Industry. Doctoral thesis, University of Wales Trinity Saint David.

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Abstract

The rapid development of the internet and social media has changed the ways consumers access information before purchasing. Social media influencers in particular have become a powerful source of information, but little is known about which factors influence consumers in this context. Despite the growing interest in influencer marketing among researchers and practitioners, the academic literature remains divergent, localised, and fragmented. With the world’s largest e-commerce market and one of the highest social media penetration rates, China’s unique online environment is very different from that of Western countries. The preferences and consumption patterns of Chinese fashion consumers are influenced by unique cultural, social, and economic factors that set them apart on a global scale. The study examines the cognitive and emotional processes through which consumers make decisions about influencer content. This study applies a qualitative case study strategy to collect data through semi-structured in-depth interviews with 34 Chinese fashion consumers in the social media environment. Participants were purposefully sampled according to predefined criteria to ensure the acquisition of rich information. A dynamic, recursive and iterative thematic analysis was conducted along with data collection until data saturation was achieved. The current study extracts four themes that summarise consumer perceptions of fashion social media influencers and content. The results of the interviews also reveal a typology of social media followers, based on their level of scepticism towards social media content and their level of attachment to social media influencers. The study proposes a conceptual model that illustrates the complex processes through which social media influencers persuade consumers. It contributes to existing research by providing a detailed exploration of how influencers in the context of fashion influence the purchase intentions of Chinese consumers. It also provides valuable insights for brand marketers and influencers to more effectively implement their marketing strategies.

Item Type:	Thesis (Doctoral)
Subjects:	H Social Sciences > HF Commerce
Divisions:	Theses and Dissertations > Doctoral Theses
Depositing User:	Victoria Hankinson
Date Deposited:	16 Apr 2025 15:36
Last Modified:	16 Apr 2025 15:36
URI:	https://repository.uwtsd.ac.uk/id/eprint/3693

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