Consumer Perception and Response to Social Media Influencer Marketing in the Indian Textile Industry

In today's digital landscape, social media has become a core marketing tool, especially in consumercentric industries like textiles and fashion. India's textile sector, celebrated for its heritage and variety, is being reshaped by digital influence. This paper explores Indian consumers’ views and reactions to influencer-based marketing in this domain. In the contemporary digital era, social media has become an integral platform for marketing, especially in consumer-focused industries like textiles and fashion. The Indian textile industry, known for its rich heritage and vast product diversity, is now undergoing a transformation driven by the influence of digital media. Among various digital strategies, influencer marketing has emerged as a powerful tool to connect with consumers on a personal level. This research paper explores the perception and response of Indian consumers towards social media influencer marketing in the textile sector. With increased activity on platforms such as Instagram, YouTube, and Facebook, social media influencers—individuals with notable followings—are now trendsetters and brand advocates. This study examines consumer trust, responsiveness to such promotions, and how these influence buying patterns. Additionally, the analysis covers key elements like credibility, content quality, and brand collaboration clarity. Using a mixed-method approach, including a survey questionnaire distributed among 150 respondents and a case study of the popular Indian textile brand ‘Suta’, the research highlights that influencer marketing significantly impacts awareness, brand perception, and purchase decisions among urban and semi-urban consumers. While many respondents find influencer content relatable and inspiring, others express concerns over excessive commercialization and lack of authenticity. The findings suggest that consumers are more responsive to influencers who align with their values and demonstrate genuine usage of the promoted products. For textile brands, this offers a strategic opportunity to engage with target audiences through meaningful collaborations. Overall, this study contributes to a better understanding of the evolving marketing landscape in India and provides insights for brands to optimize their influencer marketing strategies for long-term consumer engagement.