Impact of Social Media Influencers on Men's Wear

International Journal of Research Publication and Reviews, Vol 6, Issue 10, pp 6678-6684, October, 2025 International Journal of Research Publication and Reviews Journal homepage: www.ijrpr.com ISSN 2582-7421 Impact of Social Media Influencers on Men’s Wear Rakesh M1, Manoj Kumar M2 1MBA Student, Jerusalem College of Engineering, Chennai, Tamil Nadu, India 2Assistant professor of the department of management studies, Jerusalem College of Engineering, Chennai, Tamil Nadu, India Dr Senthilnathan nachiappan, College of Engineering and technology, University of technology and applied sciences, Salalah, Sultanate of Oman ABSTRACT The evolution of digital media has significantly transformed the fashion industry, particularly in the men’s wear segment. This study investigates the impact of social media influencers on men’s fashion trends and consumer buying behaviour. With platforms like Instagram, YouTube, and TikTok emerging as major hubs for fashion communication, influencers have become powerful mediators between brands and consumers. The research aims to analyse how influencers shape consumer perceptions, enhance brand trust, and influence purchase intentions among young men. A descriptive and analytical research design was adopted, utilizing a stratified random sampling method to ensure representation across various demographic groups. Data were collected from 104 active social media users, primarily from the 18–25 age group, reflecting the dominance of younger audiences in the digital fashion space. Statistical tools such as percentage analysis, Chi-square, ANOVA, and correlation were employed to interpret the results. The Chi-square test revealed a significant association between gender and the perception that influencer marketing is more relatable than traditional advertising. Correlation analysis indicated a strong positive relationship between trust in influencers and engagement with fashion content, suggesting that higher trust levels lead to increased interaction and purchase intention. ANOVA results further confirmed that different levels of influencer endorsements significantly influence consumer buying intentions. The findings demonstrate that influencer-driven marketing strategies have a stronger impact on consumer engagement and brand preference compared to conventional advertising. Influencers, through authentic and visually engaging content, create emotional connections that encourage brand loyalty among male consumers. The study concludes that social media influencers play a pivotal role in shaping men’s fashion trends, driving purchasing decisions, and redefining marketing communication in the digital era. Brands that strategically collaborate with credible influencers can effectively enhance trust, visibility, and sales performance in an increasingly competitive men’s wear market. Introduction The global fashion industry has witnessed a remarkable transformation over the past decade, largely due to the rapid growth of social media platforms and digital marketing strategies. Among these changes, social media influencers have emerged as powerful agents of consumer persuasion and trendsetting, particularly in the men’s wear segment. Platforms such as Instagram, YouTube, and Tiktok have become dominant spaces where style inspiration and fashion communication take place. These platforms enable influencers to connect with millions of followers, share personal styling tips, and promote brands in a more relatable and authentic manner than traditional advertising methods. Men’s fashion, which was once considered a niche or secondary segment compared to women’s fashion, has now gained substantial prominence. The modern male consumer is increasingly conscious of appearance, style, and brand identity. Social media influencers, through their visually appealing and interactive content, play a critical role in shaping these preferences. By showcasing outfits, reviewing products, and collaborating with brands, they act as digital opinion leaders who directly impact consumer awareness, trust, and purchasing intentions. Their influence extends beyond simple endorsement — it drives the perception of authenticity, builds emotional connections, and creates aspirational lifestyles that followers seek to emulate. The increasing preference for influencer marketing over traditional advertising methods stems from its perceived transparency and engagement value. Unlike celebrities in conventional advertisements, influencers are seen as approachable and credible figures whose opinions reflect genuine experiences. As a result, brands in the men’s wear market are reallocating significant portions of their marketing budgets toward influencer partnerships to reach younger audiences, particularly Millennials and Gen Z consumers who dominate social media usage. This study explores how social media influencers shape men’s fashion trends and consumer behaviour. It aims to analyse the factors that drive trust, engagement, and purchase decisions, while also examining the effectiveness of influencer-driven marketing compared to traditional media. By understanding these dynamics, fashion brands can better strategize their digital campaigns and build stronger connections with their target audiences. Ultimately, this research contributes to a deeper understanding of how digital influence, authenticity, and consumer psychology intersect to redefine marketing in the men’s wear industry. International Journal of Research Publication and Reviews, Vol 6, Issue 10, pp 6678-6684 October, 2025 6679 OBJECTIVES OF THE STUDY PRIMARY OBJECTIVES  To analyse the influence of social media influencers on men’s wear fashion trends. SECONDARY OBJECTIVES  To examine consumer trust and engagement with influencer-driven content.  To identify how influencers impact purchase intentions.  To find influencer marketing more relatable compared to traditional advertisement based on gender. REVIEW OF LITERATURE Djafarova and Rushworth (2017);The study emphasized that the authenticity and accessibility of influencers contribute to their persuasive power. Instead of viewing influencers merely as promotional figures, consumers see them as peers who provide genuine recommendations based on personal experience. This peer-like influence makes social media a crucial platform for shaping fashion preferences and consumer behaviour among younger demographics. Casaló, Flavián, and Ibáñez-Sánchez (2018); The study concluded that when influencers effectively showcase products in a relatable and aspirational manner, it increases followers’ trust, engagement, and likelihood to purchase the endorsed products. This highlights the importance of visual storytelling in digital marketing, especially for men’s fashion brands. Lou and Yuan (2019); Their study found that audiences are more likely to trust influencers who appear honest, transparent, and genuine in their content. When influencers disclose sponsorships openly and provide balanced opinions, consumers perceive them as credible sources of information. This authenticity fosters emotional connections between influencers and followers, leading to stronger brand trust and higher purchase intentions. For men’s wear marketing, this suggests that authenticity is key to long-term consumer loyalty and engagement. RESEARCH METHODOLOGY The present study adopts a descriptive and analytical research design to examine the relationship between social media influencers and customers in the context of men’s wear. The descriptive design helps in understanding and presenting the existing patterns of consumer behaviour, preferences, and perceptions toward influencer marketing, while the analytical aspect focuses on identifying and interpreting relationships among key variables such as trust, engagement, gender, and purchase intention. A stratified random sampling method was employed to ensure balanced representation across different demographic groups, including age, gender, and income levels, thereby enhancing the accuracy and reliability of the results. This approach allows the study to capture diverse opinions from various sections of the target population, ensuring that the findings are more generalizable. The research involved a sample size of 104 respondents, comprising active social media users who frequently engage with fashion-related content online. This sample size was considered adequate for conducting meaningful statistical analysis and drawing valid conclusions about consumer behavior in the men’s fashion market. Through this methodological framework, the study aims to gain comprehensive insights into how influencers shape purchasing intentions, fashion awareness, and brand engagement among consumers. Primary Data Primary data refers to the original information collected directly from respondents for this study on the impact of social media influencers on men’s wear. The data were gathered through a structured questionnaire distributed among 104 active social media users. These respondents were selected using a stratified random sampling method to ensure balanced representation across different demographic factors such as age, gender, and income level. The questionnaire included closed-ended and multiple-choice questions designed to capture respondents’ perceptions of influencer credibility, trust, engagement with fashion content, and their likelihood to purchase men’s wear products promoted by influencers. Secondary Data Secondary data were collected from already published sources to provide a theoretical foundation and background for the study. These include academic journals, research articles, online publications, fashion industry reports, and previous studies related to social media marketing, influencer behaviour, and consumer psychology. Important research contributions such as Djafarova & Rushworth (2017), Casaló et al. (2018), Lou & Yuan (2019), and Ki et al. (2020) were reviewed to understand the global context of influencer marketing and its impact on consumer trust, brand engagement, and purchase intention. Additionally, fashion market reports, brand analyses, and digital marketing studies were examined to explore current trends in men’s wear and the growing dependence on social media influencers. Data Analysis & Interpretation Percentage Analysis: International Journal of Research Publication and Reviews, Vol 6, Issue 10, pp 6678-6684 October, 2025 6680 Percentage analysis is a simple yet effective statistical tool used to understand the proportion or distribution of responses within a data set. In this study, percentage analysis is applied to interpret the demographic profile of respondents and their opinions on various aspects of trading app usage. It helps to convert raw data into meaningful insights by showing how much each response contributes to the total. Through this method, factors such as occupation, frequency of trading app usage, and improvement in financial literacy are represented in percentage form. This enables a clearer comparison among different categories of respondents and highlights the overall trends regarding how trading apps contribute to enhancing financial knowledge among firsttime retail investors. PERCENTAGE ANALYSIS FOR AGE INFERENCE The table provides the distribution of respondents by age. The majority of respondents (84.6%) fall in the 18-25 age group, indicating a strong presence of younger individuals in the sample. A smaller portion of respondents are aged 26-35 (3.8%), 36-45 (1.9%), and 46 and above (1.9%). Only 7.7% of respondents are below 18, suggesting that the sample is predominantly made up of young adults. This distribution highlights a youthful demographic in the survey population. PERCENTAGE ANALYSIS FOR GENDER INFERENCE The table shows the gender distribution of respondents, with 73.1% being male and 26.9% female. This indicates a predominantly male sample in the study. The data reflects a significant gender imbalance, with males being the dominant group in the survey population. PERCENTAGE ANALYSIS FOR MONTHLY INCOME International Journal of Research Publication and Reviews, Vol 6, Issue 10, pp 6678-6684 October, 2025 6681 INFERENCE The table shows the monthly income distribution of respondents. A significant portion, 69.2%, earn less than ₹20,000, while 23.1% fall within the ₹20,000 - ₹40,000 range. Only a small percentage, 3.8%, earn between ₹40,001 - ₹60,000, and an equal proportion (3.8%) earn above ₹60,000. This suggests that the majority of the respondents have relatively lower monthly incomes. CHI SQUARE Analysis The Chi-Square Test is one of the most widely used statistical tools in social science and marketing research. It is applied to examine the relationship or association between two categorical variables and to determine whether such a relationship is statistically significant. In the context of this study on the impact of social media influencers on men’s wear, the Chi-Square Test helps to analyse whether certain demographic factors — such as gender, age group, or income level — influence people’s perceptions and responses toward influencer marketing. Null Hypothesis (H₀): There is no significant association between gender and the perception that influencer marketing is more relatable compared to traditional advertising. Alternative Hypothesis (H₁): There is a significant association between gender and the perception that influencer marketing is more relatable compared to traditional advertising. INFERENCE The null hypothesis (H₀) is rejected, and the alternative hypothesis (H₁) is accepted. Therefore, there is a significant association between gender and the belief that influencer marketing is more relatable compared to traditional advertising. Correlation Analysis: International Journal of Research Publication and Reviews, Vol 6, Issue 10, pp 6678-6684 October, 2025 6682 It is a statistical method used to measure and describe the strength and direction of the relationship between two or more variables. In the context of this study on trading apps and financial literacy, correlation analysis helps to determine how different factors, such as the use of educational resources in trading apps, frequency of app usage, and users’ financial knowledge, are related to each other. By calculating correlation coefficients, we can identify whether these variables move together positively, negatively, or show no significant association, providing insights into the effectiveness of trading apps in enhancing financial literacy among first-time retail investors. Null Hypothesis (H₀): There is no significant relationship between trust in fashion recommendations made by influencers and engagement with men’s fashion content posted by influencers. Alternative Hypothesis (H₁): There is a significant positive relationship between trust in fashion recommendations made by influencers and engagement with men’s fashion content posted by influencers. INFERENCE The null hypothesis (H₀) is rejected, and the alternative hypothesis (H₁) is accepted. Hence, there exists a significant and moderate positive correlation between trust in fashion recommendations made by influencers and engagement with men’s fashion content posted by influencers. ANOVA (Analysis of Variance) It is a statistical method used to compare the means of three or more groups to determine whether there are significant differences among them. In the context of this study, ANOVA is applied to examine differences in financial literacy levels among first-time retail investors based on factors such as age, educational background, and frequency of trading app usage. By analysing the variance between groups, ANOVA helps identify which factors have a statistically significant impact on financial knowledge, providing insights into how different demographic or behavioural segments benefit from trading apps. Null Hypothesis: There is no statistically significant difference in the mean intention to buy a particular men's wear brand across the different groups (or levels) of the influencer endorsement variable. Alternative Hypothesis: At least one group mean is statistically significantly different from the others. INFERENCE International Journal of Research Publication and Reviews, Vol 6, Issue 10, pp 6678-6684 October, 2025 6683 The ANOVA test yielded a statistically significant result (F(4, 99) = 6.840, p = .000). Because the p-value (.000) is less than the typical alpha level (.05), the null hypothesis is rejected. This means there is sufficient statistical evidence to conclude that the mean intention to buy the men's wear brand is not the same across all levels/groups of influencer endorsements. FINDINGS Income Level: Most respondents (69.2%) earn less than ₹20,000 per month, suggesting that social media fashion influence is stronger among lowerand middleincome groups. Influencer Impact: Social media influencers play a major role in shaping men’s fashion preferences, promoting trends, and influencing brand selection. Consumer Trust: Consumers show higher trust in influencers who appear authentic, consistent, and relatable, which directly affects brand loyalty and purchase behaviour. Platform Usage: Platforms like Instagram, YouTube, and TikTok are the most influential for men’s fashion engagement and trend discovery. Suggestions Enhance Visual Content: Brands and influencers should focus on creating more interactive visual content like reels, short videos, and live sessions to engage audiences effectively. Broaden Sample Demographics: Future studies should include respondents from different regions and income levels for a more comprehensive understanding of influencer impact. Promote Authenticity: Influencers should maintain transparency and honesty in product promotions to build long-term trust with followers. Strengthen Brand–Influencer Collaboration: Fashion brands should form strategic partnerships with credible influencers who align with their brand values and target audience. Focus on Male-Oriented Campaigns: Since young men are more active consumers in this category, brands should design campaigns specifically for male audiences to enhance engagement. Conclusion The study concludes that social media influencers play a major role in shaping men’s fashion trends and consumer behaviour. Platforms such as Instagram, YouTube, and tiktok have become key spaces where influencers drive awareness, promote brands, and influence purchasing decisions. The analysis revealed that most respondents belong to the 18–25 age group, highlighting the dominance of young consumers in the men’s wear market. Statistical tools like Chi-Square, ANOVA, and Correlation confirmed that gender and trust significantly influence how people perceive influencer marketing. The Chi-Square test showed a clear association between gender and the belief that influencer marketing is more relatable than traditional advertising, while correlation results indicated a positive relationship between trust in influencers and engagement with fashion content. ANOVA results demonstrated that stronger influencer endorsements increase consumers’ purchase intentions. Overall, the study proves that influencer marketing is more authentic, relatable, and effective than conventional advertisements, especially among young men. Therefore, brands that strategically collaborate with trustworthy influencers and create engaging digital content can enhance their customer trust, brand loyalty, and sales performance in the rapidly growing men’s wear industry. REFERENCE Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2018). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117(11), 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005 Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68(3), 1–7. https://doi.org/10.1016/j.chb.2016.11.009 International Journal of Research Publication and Reviews, Vol 6, Issue 10, pp 6678-6684 October, 2025 6684 Ki, C. W. 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