Fashion Sector and Instagram Influencers. The case of Albania

Nowadays we face an ever-growing number of people using social media, and Instagram is one of the most popular, where its users are exposed to the content generated by opinion leaders/influencers. The role of influencers has already been acknowledged by both academy and the companies, yet the literature in regard with this topic faces some limitations. At the same time, evidence shows that Instagram is the mostly used platform by influencers/opinion leaders in the fashion industry and influencers/opinion leaders are an important source of impact for their followers. The aim of this paper is to explore the role that influencers on Instagram play in the behavior of consumers. Its main objective is the identification of the impact that some antecedents (stimuli) have on the opinion leadership, as well as the impact that the latter has on the consequent (response) purchase intention of consumers, in the fashion sector in Albania. The research followed a quantitative approach, with a sample of 412 followers of a fashion focused Instagram account (of a non-traditional celebrity), that answered an online questionnaire. The results of the research suggest that opinion leadership impacts the consumer behavioral intentions. In regard with the practical and theoretical implications, this study contributed to a better understanding of the role of Instagram influencers in fashion sector, allowing the enrichment of literature and information in the Albanian environment. The research has also provided evidence that the use of influencers is a successful tool for marketers and companies in the fashion sector.