Dr. Sushila Hooda, Jr. Faculty, School of Fashion Design (FD), FDDI, Noida Campus, along with Ms. Divya Devshree, M.Des. student, has published a research paper titled “Consumer Behaviour Influenced by Social Media Influencers in Delhi NCR Region” in IRE Journals, May 2026 issue (Volume 9, Issue 11, ISSN: 2456-8880).
The research examines the significant role of social media influencers in shaping consumer buying behaviour, brand perception, and fashion identity among young women in the Delhi NCR region. The study highlights how influencer-generated content impacts purchasing decisions, self-expression, and individuality through fashion choices.
The paper further explores key factors such as influencer credibility, authenticity, visual storytelling, aesthetic communication, follower engagement, and brand influencer alignment in influencing purchase intentions across apparel, beauty, and lifestyle segments. The findings reveal that social media influencers have emerged as important trendsetters, bridging the gap between luxury and accessible fashion through relatable digital narratives. The study also discusses emerging concerns related to over-commercialization, transparency in sponsored content, and declining consumer trust in influencer marketing.
