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Tekstilec, 2025, Vol. 68(3), 245–264    |   DOI: 10.14502/tekstilec.68.2025039 
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Milena Fornazarič, Mateja Gorenc
Ljubljana School of Business, Tržaška cesta 42, SI-1000 Ljubljana, Slovenia
Impact of Fashion Influencers on Generation Z and 
Millennials Purchasing Behaviour
Vpliv modnih vplivnežev na nakupne navade generacije Z in 
milenijcev
Original scientific article/Izvirni znanstveni članek
Received/Prispelo 4–2025 • Accepted/Sprejeto 11–2025
Corresponding authors/Korespondenčni avtorici:
Doc. dr. Milena Fornazarič
E-mail: milena.fornazaric@gmail.com
Tel.: +0386 41 764 673
ORCID iD: 0009-0002-7175-7687
Doc. dr. Mateja Gorenc
E-mail: mateja.gorenc@vspv.si
Tel.: +0386 40 558 233
ORCID iD: 0009-0000-5498-3848
Abstract
In the age of social media, influencers are an important marketing tool, especially when it comes to their influ-
ence on Generation Z and Millennials as they use influencer communication techniques. The article summaris-
es the findings of various studies in which the authors study the influence of online influencers on purchasing 
behaviour when it comes to fashion products, emphasising the importance of authenticity, originality and 
transparency. The research also shows that an appropriate content strategy is important for the credibility of 
influencers, who, through thoughtful storytelling techniques, encourage favourable responses from followers 
and share content on social networks. In the study, we examined the influence of fashion influencers on the 
purchasing behaviour of Instagram users, especially when it comes to young people. Our objective was to 
analyse the impact of influencers, the power of their tools and how they are perceived by consumers. The aim 
of the research was to contribute to understanding the role of influencers in young people’s fashion purchases. 
Our research shows that Instagram influencers play an important role in the purchasing decisions of respond-
ents who actively follow fashion content. The research results show that official profiles and user reviews have a 
greater impact on purchasing decisions than sponsored posts by influencers. There is also moderate scepticism 
regarding the accessibility of fashion influencer profiles, which is reflected in the relatively low share of those 
who made purchases based solely on their recommendations. Nevertheless, respondents regularly buy textiles 
online, mainly for practical reasons, e.g. greater choice and easier shopping. Sustainability is also important in 
their purchasing decisions. The results can significantly contribute to effective marketing strategies when it 
comes to fashion purchases.
Keywords: digital marketing, influencer marketing, Instagram, fashion, Gen Z and Millennials

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Izvleček
V času družbenih omrežij so vplivneži z uporabo različnih komunikacijskih tehnik pomembno marketinško 
orodje, še posebno ko gre za njihov vpliv na generacijo Z in milenijce. V članku so povzete ugotovitve različnih 
raziskav, v katerih avtorji proučujejo vpliv spletnih vplivnežev na nakupno vedenje, ko gre za modne izdelke, 
kjer avtorji poudarjajo predvsem pomen avtentičnosti, originalnosti in transparentnosti. Raziskave tudi kažejo, 
da je ustrezna vsebinska strategija pomembna za verodostojnost vplivnežev, ki s premišljenimi tehnikami pri-
povedovanja zgodb spodbujajo ugodne odzive sledilcev in delijo vsebine na družbenih omrežjih. Z raziskavo 
smo želeli proučiti vpliv modnih vplivnežev na nakupno vedenje uporabnikov Instagrama, še posebno ko gre 
za mlajšo populacijo. Naš cilj je bil analizirati vpliv vplivnežev, moč njihovih orodij in kako jih dojemajo kupci. 
Namen raziskave je bil prispevati k razumevanju vloge vplivnežev pri modnih nakupih mladih. Naša raziskava 
kaže, da imajo Instagram vplivneži pomembno vlogo pri nakupnih odločitvah anketirancev, ki aktivno sprem-
ljajo modne vsebine. Izsledki prav tako nakazujejo, da imajo uradni profili in ocene uporabnikov večji vpliv na 
odločitve o nakupu kot sponzorirane objave vplivnežev. Zmeren dvom se pojavi tudi glede dostopnosti profilov 
modnih vplivnežev, kar se odraža v relativno nizkem deležu tistih, ki so nakupe opravili zgolj na podlagi njihovih 
priporočil. Kljub temu anketiranci redno kupujejo tekstil preko spleta, predvsem iz praktičnih razlogov, kot sta 
večja izbira in lažji nakup. Trajnost je tudi pomembna pri njihovih odločitvah o nakupu. Izsledki raziskave lahko 
pomembno prispevajo k učinkovitim marketinškim strategijam, ko gre za nakupe modnih izdelkov.
Ključne besede: digitalni marketing, vplivnostni marketing, Instagram, moda, generacija Z in milenijci
1 Introduction
In an era dominated by social media, online influ-
encers have become an important marketing tool 
for brands seeking to connect with their target cus-
tomers. In the time of daily connectivity, especially 
among Generation Z (Gen Z) on social media, influ-
encers build their influence with brands by regularly 
posting texts, images and videos; this is especially 
evident among the younger generation.
1.1  The main area
Contemporary research on consumer behaviour 
increasingly highlights the influence of social 
media marketing, particularly through influencers, 
on younger demographics. A distinct group of 
micro-influencers has emerged, recognised for their 
perceived authenticity, personal engagement with 
followers and creative talent. Their success is largely 
driven by the followers who use them as models in 
shaping their brands [1].
The rise of virtual influencers further expands 
this landscape. Their effectiveness seems closely tied 
to traits such as emotional warmth, relatability and 
credibility [2]. The broader context of digital trans-
formation – including advancements in artificial in-
telligence and the growing role of social media – has 
considerably reshaped consumer decision-making 
processes [3]. Retail strategies are now influenced 
by a mix of channel characteristics and consumer 
expectations, leading to complex omnichannel 
marketing approaches [4]. In this dynamic, influ-
encer marketing thrives especially when rooted in 
transparency and a sense of authenticity [5].
Influencers utilise their online presence to show-
case curated lifestyles, perspectives and talents that 
resonate with specific brand values, forging mutually 
beneficial relationships. This alignment promotes 
both social influence and financial opportunities. 
Micro-influencers – typically with follower counts 
ranging from 1,000 to 100,000 – often concentrate 
on niche areas, enabling them to maintain a high 

Impact of Fashion Influencers on Generation Z and Millennials Purchasing Behaviour
247
level of trust and perceived authenticity among 
their audience [6]. Their strategy involves fostering 
a sense of closeness and collaboration with their 
followers, blurring the line between the audience 
and influencer.
In a study involving more than 12,000 participants 
[1], micro-influencers were found to gain traction 
on social networks by capitalising on traits such as 
authenticity, openness and creative communication. 
Their ability to present themselves through music, art 
and social engagement significantly enhances their 
competitive edge. These influencers are most active 
in sectors such as fashion, beauty, tourism, food and 
beverages – product categories that are inherently 
expressive and sensitive to trends and pricing. The 
study also reveals generational differences; while 
older generations like Generation X and the so-
called Silver Surfers often pursue financial rewards, 
younger audiences, especially Gen Z, are driven 
by a desire for recognition. Gender has a limited 
role; however, financial motives are more evident in 
entertainment-related sectors, whereas fame-driven 
individuals focus on interactive areas like music and 
social exchange. In fashion and tourism, micro-in-
fluencers exert especially strong influence and their 
self-branding revolves around establishing exclusivity 
while fostering a sense of belonging.
1.2  Aim
Further research focuses on the fashion industry and 
supports these insights. It confirms that micro-in-
fluencers are often more effective than their macro 
counterparts in driving purchase decisions due to the 
higher trust and authenticity they are perceived to 
embody [7]. Younger generations, particularly Gen 
Z and Millennials, are especially responsive to Insta-
gram-based marketing strategies. Studies indicate that 
women are more susceptible to impulsive purchases 
triggered by emotionally charged content [8]. Suc-
cessful Instagram strategies often include storytelling 
techniques that connect emotionally, highlighting the 
importance of credible and knowledgeable influencers 
who foster positive attitudes toward fashion trends [9].
The impact of influencers on Gen Z is especially 
pronounced. Their credibility directly shapes brand 
perception and purchase intention, with 85% of 
young consumers acknowledging that such influ-
encers affect their buying choices [10, 11]. Instagram 
remains the leading platform where Gen Z prefers 
to engage with product-related content and lifestyle 
narratives. In the highly competitive online fashion 
sector, this level of influence translates into a signif-
icant advantage.
Effective influencer marketing also relies on 
well-crafted content strategies. High-quality sto-
rytelling – using methods like brand evaluations, 
emotional connections, and identity-building – has 
proven effective in generating favourable electronic 
word-of-mouth (eWOM) [12]. The creative use 
of elements such as captions, emojis and visually 
engaging posts further boosts user engagement, 
especially when used by influential personalities 
[13]. Studies measuring consumer response indica-
tors such as purchase intent, brand perception and 
impulse buying demonstrate tangible economic im-
pacts, including improved visibility and consumer 
interaction [14, 15].
Finally, consumer attitudes in regional markets 
such as Slovenia reveal a strong preference for sus-
tainable and certified eco-friendly textile products. 
These items are perceived as more costly but also 
more responsible and aligned with sustainability 
values [16].
Successful influencer strategies consistently focus 
on producing content that is authentic, trustworthy 
and tailored to the target audience. These strategies 
often include storytelling and platform-specific ad-
aptations. Influencers vary from celebrities to niche 
experts, yet the common goal remains, i.e. creating 
engaging, high-quality content that resonates with 
their community while enhancing brand visibility 
and driving consumer behaviour.
1. 3 Research field
In the research, we focused on consumer purchasing 
behaviour, which is one of the most interesting 

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research areas in marketing, as it is influenced by a 
multitude of factors that, in various combinations, 
lead the consumer to make a purchase. Consumer 
purchasing behaviour is a complex process. Many 
sciences (sociology, psychology, anthropology, 
economics) are involved in studying consumer 
behaviour. We will focus on influencers who impact 
their followers with their behaviour.
Influencers are individuals who have a large reach 
and influence on social media and can guide the 
purchasing decisions and behaviour of their followers 
with their opinions, recommendations and content. 
They usually specialise in a specific field, e.g. fashion, 
technology, fitness or travel, and work with brands 
to promote products or services. Their influence is 
based on authenticity, follower engagement and the 
ability to create compelling content. Fashion influ-
encers have a strong impact on young people (Gen 
Z and Millennials), as they shape fashion trends, 
encourage purchasing decisions and promote certain 
brands through social media. Their authenticity and 
accessibility create a sense of trust, which is why 
young people often imitate their style and follow their 
recommendations. In addition, influencers also affect 
values   such as sustainable fashion, ethical production 
and individuality, which changes the way young peo-
ple perceive and consume fashion.
2 Methods
In the research, we used a quantitative online sur-
vey method, as we wanted to shed light on various 
aspects that influence purchasing behaviour and 
provide insight into the power of influencers when 
it comes to fashion. Our objective was to analyse the 
impact of influencers, the power of their tools and 
how they are perceived by buyers, especially when 
it comes to young people. The aim of the research 
was to contribute to understanding the role of 
influencers when it comes to young people’s fashion 
purchase decisions. 
We wanted to analyse the data obtained using a 
survey questionnaire on the importance of individ-
ual factors with which influencers influence the pur-
chase of fashion products by Gen Z and Millennials 
and above all, to interpret the obtained results and 
verify the hypotheses set. Moreover, based on the 
research conducted, we wanted to provide recom-
mendations for further research and practice.
2.1 Research plan
The online questionnaire consisted exclusively of 
closed-ended questions. This method was chosen 
to efficiently gather responses from Instagram 
users about their behaviours and attitudes related to 
fashion influencers. A structured questionnaire was 
developed, consisting of exclusively closed-ended 
questions (multiple choice and Likert-type scales). 
The survey instrument was constructed based on 
the themes identified in the literature on influencer 
marketing and consumer behaviour. Questions 
consequently covered topics such as Instagram 
usage habits, engagement with fashion content, per-
ceptions of influencer credibility and self-reported 
purchasing behaviour influenced by various sources 
(influencers, official brand content, peer reviews). 
Where possible, we drew on or adapted items from 
previous studies to ensure content validity, e.g. we 
included a question with a 5-point scale asking 
respondents how often Instagram advertising influ-
ences their attitude toward fashion products (from 
“Never” to “ Almost always”), similar to the measures 
used in prior social media impact studies. Some 
questions were tailored to our context (e.g. naming 
Instagram specifically, or local examples), and the 
overall questionnaire was reviewed by two market-
ing faculty members for clarity and relevance.
Before full deployment, the survey underwent a 
brief pre-test with a small group of five individuals 
from the target population (university students and 
young professionals) to ensure that questions were 
clear and interpreted as intended. This feedback 
led to minor wording adjustments. No formal pilot 
study or scale validation (e.g. factor analysis) was 
conducted due to time constraints and the pri-
marily exploratory nature of some questions – this 

Impact of Fashion Influencers on Generation Z and Millennials Purchasing Behaviour
249
is acknowledged as a limitation. However, many 
questions were straightforward factual or prefer-
ence items (e.g. “Do you follow fashion content on 
Instagram? Y es/No, ” or selecting which content type 
influences you most), which mitigated the need for 
extensive psychometric validation of scales.
The survey was conducted via the website 1ka.
si. Respondents accessed the online survey via a web 
link. Our sample consisted of everyone who uses 
Instagram. It comprised several sections, namely 
Demographics (age, gender, education), Instagram 
usage (frequency of use, following of fashion con-
tent), Content Influence – which types of Instagram 
content (sponsored influencer posts, friends’ posts, 
official brand profiles, user reviews etc.) are most 
persuasive, Behaviour and Attitudes – including 
whether the respondent follows fashion influencers 
and whether they have ever purchased clothing 
based solely on an influencer’s recommendation, 
and perceptions regarding the fashion industry and 
sustainability. The survey was anonymous and took 
approximately 5–7 minutes to complete.
The sample was a non-probability sampling, i.e. 
a convenience sampling. We accessed the sample by 
sharing the link to the survey on the social networks 
Facebook and Instagram, through the online class-
rooms of marketing and informatics students at the 
Ljubljana School of Business, and friends/family. We 
also asked social network users to forward the survey 
to their friends and acquaintances. The online survey 
was available for 14 days. W e expected approximately 
100 appropriate responses for analysis; however, in 
the end, we received 185 completed questionnaires, 
183 of which were completed correctly and met all 
the conditions.
The obtained data was then analysed with SPSS 
and MS Excel, using various statistical methods. We 
first performed descriptive statistics to summarise 
the data (frequencies, percentages, means, standard 
deviations) for all survey questions. This provided 
an overview of sample characteristics and general 
trends (e.g. proportion of respondents following 
fashion content, or average self-reported influence 
of Instagram advertising). These descriptive results 
are presented in a series of tables for clarity. 
To test our hypotheses, we employed inferential 
statistical tests. In particular, we used the chi-square 
test of independence for hypotheses that involved 
categorical comparisons (e.g. comparing groups of 
respondents on whether they have made a purchase 
based on an influencer’s recommendation). The chi-
square test is appropriate for identifying whether 
differences in proportions between groups are 
statistically significant. For each relevant hypothesis, 
contingency tables were constructed (cross-tabu-
lating, e.g. age group by following fashion content, 
or following influencers by purchase behaviour), 
and the chi-square statistic (χ²) and p-value were 
calculated. A significance level of α = 0.05 was used 
to determine statistical significance. We reported 
the p-values and established whether the hypotheses 
were supported or not.
2.2 Hypotheses
Drawing on the literature review and research objec-
tives, we formulated the following hypotheses:
Hypothesis 1 (H1): Generation Z and Millennials 
follow fashion content on Instagram more than older 
generations.
This hypothesis posits a generational difference 
in engagement with fashion-related content on 
Instagram. Younger users, being digital natives, are 
expected to have higher involvement in following 
fashion influencers or brands on social media
1
. We 
anticipate that respondents in Gen Z/Millennial age 
ranges will report a higher rate of following fashion 
content compared to older respondents (e.g. those 
above Millennial age).
Hypothesis 2 (H2): Instagram sponsored posts by 
influencers are the most likely to persuade respondents 
to buy fashion products.
1 https://www.surveymonkey.com/curiosity/gen-z-social-
media-and-shopping-habits/

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This hypothesis reflects the assumption that 
influencer advertisements (sponsored posts) have a 
particularly strong influence on consumer buying 
decisions, perhaps more so than other content on In-
stagram (such as brand’s own posts or peer content). 
The rationale comes from studies indicating that 
sponsored influencer content can be highly effective, 
e.g. one Gen Z study found that 80% of participants 
responded very favourably to sponsored influencer 
material
2
. We therefore expect sponsored posts to 
be ranked by respondents as the content type most 
likely to convince them to buy fashion items.
Hypothesis 3 (H3): The respondents who follow fash-
ion influencers are more inclined to buy clothes based 
solely on their recommendations.
Theoretical justification for this hypothesis lies 
in the social influence and parasocial relationship 
theory: individuals who choose to follow fashion 
influencers likely trust them or find their content ap-
pealing, which should translate into a higher propen-
sity to act on their recommendations
3
. Prior research 
shows a strong correlation between following influ-
encers and being influenced by them in purchasing 
contexts 
4
. We expect to find that the respondents in 
our sample who follow fashion influencers have a 
significantly higher rate of having made a purchase 
due to an influencer’s recommendation, compared 
to those who do not follow influencers.
Hypothesis 4: The respondents who follow fashion 
content are more often willing to buy clothes simply 
because of influencer recommendations.
This hypothesis is related to H3; however, it 
extends the concept to anyone engaging with fash-
2 https://wsj.westsciences.com/index.php/wsis/article/
view/317#:~:text=authenticity.%20Transparency%20
%2872.5,of%20Generation%20Z%20in%20Indonesia
3 https://www.nature.com/articles/s41599-023-02512-
1#:~:text=credibility%20and%20purchase%20intention%20
by,moderating%20effect%20on%20the%20relationship
4 https://wsj.westsciences.com/index.php/wsis/article/
view/317#:~:text=locations,percent%20of%20users%20
preferred%20partnerships
ion content (not only specific influencer accounts). 
The idea is that if a person is interested in fashion 
content on Instagram – whether through influenc-
ers, brand pages, or hashtags – they are immersed 
in the social media fashion culture and thus more 
open to influence from any fashion-related source. 
Essentially, being a follower of fashion content 
creates a receptive mindset towards influencer 
suggestions. Industry surveys support this notion: 
users who follow brands or fashion pages on social 
media are much more likely to purchase products 
promoted on these platforms
5
. We hypothesise that 
the respondents who indicate they follow fashion 
content on Instagram will show a greater willingness 
(and actual behaviour) to buy items purely due to 
influencer endorsements, compared to those who do 
not follow fashion content.
3 Results and discussion
A total of 183 respondents participated in the survey. 
The key demographic characteristics are summarised 
in Table 1. The majority of respondents were female 
(approximately 78%), reflecting a gender imbalance 
in our sample. In terms of age, our sample skewed 
slightly older than the primary target of Gen Z: more 
than half of respondents (56%) were over 36 years old, 
while about one-third (31%) were between 19 and 25 
years old; the remainder fell between 26 and 35. This 
indicates that a significant portion of participants were 
older Millennials or even Gen X, which is noteworthy 
for interpreting the results of H1 (since we have a 
substantial comparison group of older vs. younger). 
Regarding education level, 75% of respondents 
reported having higher or university-level education, 
and only 5% had a vocational (secondary) education, 
meaning the sample was relatively well-educated.
These demographics highlight a limitation, the 
sample is namely not representative of the general 
5 https://www.surveymonkey.com/curiosity/gen-z-social-
media-and-shopping-habits/

Impact of Fashion Influencers on Generation Z and Millennials Purchasing Behaviour
251
population of Instagram users in terms of gender 
and age distribution. Instead, it over-represents 
women and includes a large fraction of older indi-
viduals. This bias will be considered when discussing 
the generalisability of findings. Nevertheless, it also 
provides an interesting internal comparison – since 
we do have respondents across different age groups, 
we can observe generational differences within our 
data, albeit within a convenience sample.
Table 1: Demographic data
Demographic data Answers Frequency Percentage
(%)
Cumulative
(%)
Gender
Female 142 78% 78
Men 41 22% 100
Age
0–18 years 0 0% 0
19–25 years 31 17% 17
26–35 years 45 25% 42
36–45 years 60 33 74
46 years and older 47 26 100
Education
Primary school 0 0 0
Secondary school 10 5 5
High education 35 19 25
Higher education 68 37 62
University education 70 38 100
Total 183 100
Nearly all respondents were active Instagram 
users, as expected by our inclusion criteria. Table 
2 shows that the vast majority of the respondents 
(76%) use Instagram, and the majority of Instagram 
users (91%) spend up to two hours per day on the 
platform. 62% of the respondents follow fashion 
content on Instagram. About half of the respondents 
(49%) believe that Instagram advertising rarely in-
fluences their attitude towards fashion products. The 
mean of the responses for the impact of Instagram 
advertising (AM = 2.6, SD = 0.9) shows that the 
majority of the respondents tend to be moderately 
influenced by Instagram advertising.
We specifically explored which types of Insta-
gram content respondents find most convincing 
when it comes to making purchasing decisions for 
fashion products. This addresses H2. We provided 
multiple options and allowed respondents to select 
all that apply. The content types included: sponsored 
influencer posts, posts by friends/acquaintances, 
official brand profiles/posts, user reviews or opin-
ions (e.g. in comments or Q&A stories), and video 
tutorials or product demonstration posts. Table 3 
summarises the results of this question.
Table 3 shows the responses when the respon-
dents were asked which types of content on Insta-
gram most persuade them to buy. Official brand 
profiles convince the most respondents (59%). 
Ratings and opinions of users (48%) also have a sig-
nificant impact on the purchase, as users often trust 
the experiences and reviews of other consumers. 
Sponsored posts by influencers (15%) proved to be 
the least convincing in this survey.
The results from Table 3 are somewhat striking: 
official brand profiles outranked influencer posts by a 
large margin in terms of perceived influence on pur-
chasing. This finding runs counter to the assumption 
in H2 that influencer-sponsored posts would domi-
nate. Instead, it appears that respondents rely more on 
direct brand communications and peer feedback. This 
could reflect a scepticism towards influencer promo-
tions – possibly viewing them as ads – or simply that 

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official brand pages often provide reliable information 
(e.g. product details, new arrivals) that directly facil-
itates purchase decisions. The relatively high trust in 
user reviews (48%) aligns with global trends where 
consumers trust peer experiences and reviews as 
much as or even more than traditional advertising.
Our survey included questions to gauge how 
Table 2: Using Instagram and following fashion content on Instagram
Questions Answers Frequency Percentage
(%)
Cumulative
(%)
Do you use the social 
network Instagram?
Yes 136 76 76
No 42 24 100
Total respondents 178 100
How much time do you 
spend on Instagram per 
day?
Less than 1 hour per day 63 46 46
1–2 hours per day 61 45 91
3–4 hours per day 12 9 100
More than 5 hours per day 0 0 100
Total respondents 136 100
Do you follow fashion 
content on this platform?
Yes 84 62 62
No 52 38 100
Total respondents 136 100
Do you think Instagram 
advertising influences 
your attitude towards 
fashion products?
1 – Never 14 10 10
2 – Rarely 52 39 49
3 – Sometimes 48 36 85
4 – Often 16 12 97
5 – Almost always 4 3 100
Total respondents 134 100
Mean of the responses 2.6 Std. deviation 0.9
many respondents actively follow fashion influencers 
on Instagram and whether they imitate or take inspi-
ration from these influencers, as well as if they have 
ever made a purchase based solely on an influencer’s 
recommendation. These questions help address H3 
and H4 by segmenting the sample according to their 
engagement level.
Table 3: What types of content on Instagram convince you the most to buy?
What types of content on Instagram convince you the most 
to buy? – more possible answers
Frequency Valid Percentage
(%)
Sponsored influencer posts 20 130 15
Posts by friends and acquaintances 51 130 39
Official brand profiles 77 130 59
User reviews and opinions (comments, Q&A story) 62 130 48
Video tutorials and product demonstrations 39 130 30
Total respondents 130
Table 4 shows that 46% of the respondents regu-
larly follow fashion influencers, 16% only sometimes, 
while 38% do not follow fashion influencers. The 
largest share of the respondents (42%) rarely follow 
ideas and styles recommended by influencers and 
25% of the respondents do not imitate them at all. 
The mean of the responses for the variable following 
fashion influencers (AS = 2.2, SD = 0.9) shows that 

Impact of Fashion Influencers on Generation Z and Millennials Purchasing Behaviour
253
while most respondents follow influencers, they only 
occasionally or rarely imitate them in fashion trends. 
Only 30% of the respondents have purchased clothing 
solely on the recommendation of an online influencer.
Table 4: Impact of content and influencers 
Questions Answers Frequency Percentage
(%)
Cumulative
(%)
Do you follow any fashion influencers?
Yes 61 46 46
No 51 38 84
Sometimes 22 16 100
Total respondents 134 100
Do you want to imitate their ideas, styles, 
recommendations on fashion trends?
1 - Never 34 25 25
2 - Rarely 56 42 67
3 - Sometimes 33 25 92
4 - Often 11 8 100
5 - Almost always 0 0 100
Total respondents 134 100
Mean of the responses 2.2 Std. deviation 0.9
Have you ever purchased clothes based 
exclusively on the recommendation of an 
online influencer?
Yes 40 30 30
No 94 70 100
Total respondents 134 100
Table 5: The respondents’ opinions on actual image of fashion industry
Questions Answers Frequency Percentage
(%)
Cumulative
(%)
Do you think that the fashion trends 
predicted by online influencers are 
important to you and affect your 
purchasing behavior?
1 - I don‘t know 3 2 2
2 - Never 43 33 35
3 - Rarely 46 35 70
4 - Sometimes 35 27 97
5 - Often 4 3 100
6 - Almost always 0 0 100
Total respondents 131 100
Mean of the responses 3.0 Std. deviation 0.9
Do you think fashion influencers portray a 
realistic image of the fashion industry?
1 - Yes 5 4 4
2 - Partially 75 57 61
3 - No 51 39 100
Total 131 100
Mean of the responses 2.4 Std. deviation 0.6
Do you think fashion influencers portray a 
realistic lifestyle?
1 - Yes 1 1 1
2 - Partially 39 30 31
3 - No 91 69 100
Total respondents 131 100
Mean of the responses 2.7 Std. deviation 0.5
Table 5 shows that 68% of the respondents 
believe that fashion trends posted by influencers 
on their Instagram profiles are not relevant to their 
shopping process. Only 4% of respondents believe 

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that influencers represent the real fashion industry. 
Most respondents (57%) estimate that the portrayal 
of the fashion industry is only partly realistic. The 
average agreement (AS = 2.4, SD = 0.6) is closer to 
the “Partially” answer, confirming that the general 
opinion in the sample is reserved: most do not 
believe that influencers fully capture reality, but are 
aware that some aspects of fashion are still reflected. 
As many as 69% of the respondents believe that 
fashion influencers do not portray a realistic lifestyle 
and additional 30% estimate that this portrayal is 
only partially realistic.
Table 6, which shows how respondents assess 
their attitude towards fashion, shows that 39% of the 
respondents follow fashion, but do not necessarily 
dress according to trends, 31% follow fashion only 
occasionally, and 18% of respondents regularly 
follow fashion and trends. The mean (AS = 2.7, SD 
= 1.0) shows that most respondents tend to follow 
fashion moderately.
Table 6: Attitude towards fashion
Question Answers Frequency Percentage (%) Cumulative (%)
How would you 
rate your attitude 
towards fashion?
1 -Not interested 18 10 10
2 - I only occasionally follow fashion trends 53 31 41
3 - I follow fashion, but I don‘t dress according to 
trends
67 39 80
4 - I regularly follow fashion and trends 31 18 98
5 - I am very involved in the fashion industry (e.g., 
blogger, stylist, influencer, fashion designer)
4 2 100
Total respondents 173 100
Mean of the responses 2.7 Std. deviation 1.0
Table 7 shows how often the respondents buy 
fashion products (textiles) online, showing that as 
many as 34% of the respondents buy textiles online 
frequently, 27% of them sometimes and 22% rarely 
shop online. The mean of the responses (AS = 3.0, 
SD = 1.1) indicates that the overall level of online 
shopping is moderate, with a standard deviation of 
1.1 indicating that the habits of the respondents are 
relatively diverse.
Table 7: Online purchasing
Question Answers Frequency Percentage (%) Cumulative (%)
Do you buy 
fashion products 
(textiles) online?
1 - Never 16 9 9
2 - Rarely 40 23 33
3 - Sometimes 47 27 60
4 - Often 59 34 94
5 - Almost always 10 6 100
Total respondents 172 100
Mean of the responses 3.0 Std. deviation 1.1
Table 8 displays what most attracts the respon-
dents to buying clothes online and shows that the 
largest proportion (60%) are most attracted by the 
greater choice of products, with 57% also pointing 
out the ease of delivery and returns. Furthermore, 
lower prices (43%) and other benefits (discounts, 
promotions, loyalty programmes) (46%) influence 
the decision. Influencer recommendations (5%) are 
by far the least common reason to buy online.

Impact of Fashion Influencers on Generation Z and Millennials Purchasing Behaviour
255
Table 8: What attracts you most to online clothing shopping?
What attracts you most to online clothing shopping? Frequency Valid Valid (%)
Lower prices than in stores 71 167 43
Greater choice of products 100 167 60
Influencer recommendations 8 167 5
Easy delivery and returns 95 167 57
Other benefits (discounts, promotions, loyalty programs) 76 167 46
Total respondents 167
In Table 9, which shows whether the respon-
dents are interested in the sustainability aspect (eco 
materials, ethical production), we can see that the 
majority of the respondents (68%) occasionally take 
sustainability aspects into account when buying 
clothing. Only 6% always buy sustainable products, 
while 26% do not pay attention to this aspect.
Table 9: Sustainability
Question Answers Frequency Percentage
(%)
Cumulative
(%)
Are you interested in 
the sustainable aspect 
(eco materials, ethical 
production) when buying 
clothes?
1 - Yes, I always buy sustainable products
11 6 6
2 - Yes, I occasionally take this aspect into 
account
117 68 74
3 - No, it doesn‘t matter to me when 
shopping
44 26 100
Total respondents 172 100
Mean of the responses 2.2 Std. deviation 0.5
Table 10, which presents how much the re-
spondents spend on online clothing purchases per 
month, shows that the vast majority of the respon-
dents (75%) spend up to 100 euros per month on 
online clothing purchases, 20% spend up to 100 to 
200 euros, only 5% of the respondents spend from 
200 to 400 euros, and no one exceeds spending more 
than 400 euros.
With the descriptive results covered, we now 
proceed to hypothesis testing, where we tie these 
findings back to H1–H4, providing statistical evi-
dence for confirmation or rejection.
Table 10: Monthly spending on online clothing purchases
Question Answers Frequency Percentage
(%)
Cumulative
(%)
How much do you spend per month 
buying clothes online?
< 100 euros 124 75 75
100–200 euros 33 20 95
200–400 euros 9 5 100
> 400 euros 0 0 100
Total respondents 166 100
Hypothesis 1. Generation Z and Millennials 
follow fashion content more on Instagram than older 
generations. NOT CONFIRMED
To test H1, we split respondents into two age 
groups: “younger” (Gen Z & Millennials, roughly 
ages 15–35) and “older” (above 35, which in our 

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Tekstilec, 2025, Vol. 68(3), 245–264
sample primarily corresponds to Gen X). We then 
compared the proportions of each group that 
reported following fashion content on Instagram. 
However, since our sample had a skew (with 56% 
over age 36), we conducted a chi-square test to see if 
the difference was statistically significant.
The Table 11 shows that out of 173 respondents, 
130 (75.1%) provided valid answers and 43 (24.9%) 
did not, regarding whether people younger or older 
than 46 follow fashion content on the platform.
Table 11: Summary of statistical analysis characteristics 
Case processing summary Cases
Valid Missing Total
Number Percentage 
(%)
Number Percentage 
(%)
Number Percentage 
(%)
Age younger older 46
Do you follow fashion content on 
this platform?
130 75.1 43 24.9 173 100.0
Based on the analysis of the results (Table 12), 
we can see that Gen Z and Millennials (aged 19 to 
45) are slightly more likely to follow fashion content 
on Instagram compared to older generations (46 
years and older). However, the chi-square test (Table 
13) p = 0.269 (p > 0.05) shows that the difference is 
not statistically significant. Therefore, H1 cannot be 
confirmed.
Table 12: Age contingency table according to fashion 
content monitoring
Age younger older 46
Do you follow fashion 
content on this platform?
Yes No
19–45 years
Count 69 38
Percentage 64.5% 35.5%
46 years and 
older
Count 12 11
Percentage 52.2% 47.8%
Total 
respondents
Count 81 49
Percentage 62.3% 37.7%
In other words, H1 was not confirmed by our 
data. The difference in following fashion content 
between younger and older respondents, while 
present in raw percentages, was not statistically 
reliable given our sample size and distribution. One 
likely reason is the composition of our “older” group: 
many older respondents in our sample might still be 
relatively tech-savvy (since they came through social 
media channels), and a fair number of them do 
follow fashion content, making the gap smaller than 
hypothesised. In our data, 63% of the respondents 
under 36 followed fashion content, compared to 
about 55% of those aged 36 and above – a difference, 
but not a dramatic one. Therefore, H1 cannot be 
confirmed with statistical confidence, suggesting 
that in our sample, Gen Z/Millennial users were not 
significantly more likely to follow fashion content on 
Instagram than the older (Gen X) users.
Here’s a bar chart visualising the percentage of 
people in each age group who follow fashion con-
tent on the platform (Figure 1). People aged 19–45 
are more likely to follow fashion content (64.5%) 
Table 13: Chi-square test for age association and 
monitoring of fashion content
Chi-
Square 
statistics
Value df Asymp-
totic sig-
nificance 
(2-sided)
Exact 
sig.
 2-sided)
Exact sig.
(1-sided)
Pearson 
chi-
square
1,222 
a)
1 .269
Number 
of valid 
cases
130
a)
 0 cells (0.0%) have expected count less than 5. The mini-
mum expected count is 8.67.

Impact of Fashion Influencers on Generation Z and Millennials Purchasing Behaviour
257
compared to those 46 and older (52.2%). Converse-
ly, a higher percentage of older users (47.8%) do 
not follow fashion content compared to younger 
users (35.5%).
Figure 1: Fashion content following by age group
Hypothesis 2. Instagram sponsored posts by 
influencers are the most likely to persuade respon-
dents to buy fashion products. NOT CONFIRMED
This hypothesis can be evaluated by looking at 
the results we described in Table 3 (content types 
that persuade purchases). The expectation was that 
sponsored influencer posts would rank highest.
Table 14 shows which types of content on 
Instagram most persuade the respondents to buy. 
Sponsored posts by influencers (15%) proved to be 
the least convincing in this survey. Official brand 
profiles (59%) have the most significant impact, 
indicating a high level of trust in direct, official 
information. Therefore, H2 cannot be confirmed.
Table 14 and Figure 2 illustrate how often dif-
ferent types of Instagram content convince users to 
make a purchase. The content types are ranked by 
their influence (frequency of selection) among the 
respondents. Official brand profiles are the most 
convincing, with the highest frequency (close to 80). 
This suggests that users trust and are most influenced 
by direct content from brands. User reviews and opin-
ions (comments, Q&A story) come second (around 
62), highlighting the importance of peer feedback and 
social proof in purchasing decisions. Posts by friends 
and acquaintances also have a significant impact 
(around 52), showing that personal connections can 
influence consumer behaviour. Video tutorials and 
product demonstrations (around 39) are moderately 
T able 14: What types of content on Instagram convince 
you the most to buy?
What types of content 
on Instagram convince 
you the most to buy?
Frequen-
cy
Valid Percent-
age
(%)
Sponsored influencer 
posts
20 130 15
Posts by friends and 
acquaintances
51 130 39
Official brand profiles 77 130 59
User reviews and 
opinions (comments, 
Q&A story)
62 130 48
Video tutorials 
and product 
demonstrations
39 130 30
Total respondents - 130
Figure 2: Instagram content types that influence pur-
chasing decisions

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Tekstilec, 2025, Vol. 68(3), 245–264
persuasive, indicating that informative content helps 
in decision-making. Sponsored influencer posts have 
the least influence (about 20), suggesting a possible 
scepticism or lower trust in paid promotions com-
pared to other content types.
Hypothesis 3: The respondents who follow fash-
ion influencers are more inclined to buy clothes based 
solely on their recommendations. CONFIRMED
Hypothesis 3 deals with the relationship between 
following influencers and purchase behaviour. We 
tested H3 by cross-tabulating “Do you follow any 
fashion influencers?” (Yes/No) with “Have you 
ever purchased clothing based exclusively on an 
influencer’s recommendation?” (Yes/No). A chi-
square test was conducted to statistically verify this 
association.
The Table 15 indicates that out of 173 respon-
dents, 130 (75.1%) provided valid answers and 43 
(24.9%) did not regarding whether they follow any 
fashion influencers.
Table 15: Summary of statistical analysis characteristics
Case processing summary
Cases
Valid Missing Total
Number Percentage 
(%)
Number Percentage 
(%)
Number Percentage 
(%)
Do you follow any fashion influencers?
Have you ever purchased clothes based 
exclusively on the recommendation of 
an online influencer?
130 75.1 43 24.9 173 100.0
Based on the analysis of the results (Table 16), 
we can see that among those who regularly follow 
fashion influencers, as many as half (51.7%) have 
already made a purchase based solely on their 
recommendation. Among those who do not follow 
influencers, such purchases are extremely rare (only 
6.1%). Based on the result of the chi-square test 
(Table 17), p = 0.001 (p > 0.05), H3 is confirmed, 
as there are statistically significant differences in 
purchasing behaviour between different groups of 
respondents. Those who follow influencers make 
such purchases more often; hence, we confirm H3.
Table 16: Contingency table to check H3
Cross-tabulation of responses
Have you ever purchased clothes based 
exclusively on the recommendation of an online 
influencer?
Yes No
Do you follow any fashion 
influencers?
Ye s
Count 31 29
Percentage 51.7% 48.3%
No
Count 3 46
Percentage 6.1% 93.9%
Sometimes
Count 5 16
Percentage 23.8% 76.2%
Total respondents
Percentage
Count 39 91
30.0% 70.0%
Those who follow fashion influencers indeed 
are far more likely to have been influenced to pur-
chase fashion items solely on the basis of influencer 
recommendations, compared to those who do not 
follow influencers. This finding makes intuitive 
sense and aligns with theoretical expectations: if 

Impact of Fashion Influencers on Generation Z and Millennials Purchasing Behaviour
259
Table 17: Chi-square test results to check H3
Chi-square statistics Value df Asymptotic Significance (2-sided)
Pearson chi-square 27.099 
a)
2 < .001
Number of valid cases 130
a)
 0 cells (0.0%) have expected count less than 5. The minimum expected count is 6.30.
Table 18: Summary of statistical analysis characteristics
Case processing summary
Cases
Valid Missing Total
Number Percentage 
(%)
Number Percentage 
(%)
Number Percentage 
(%)
Do you follow fashion content on this 
platform?
Have you ever purchased clothes based 
exclusively on the recommendation of 
an online influencer?
130 75.1 43 24.9 173 100.0
someone chooses to follow influencers, they are 
exposing themselves to persuasive content and 
likely have some level of trust or admiration for the 
influencer, which in many cases translates into try-
ing out products the influencers recommend. Our 
result resonates with broader research that has found 
strong positive correlations between consumers’ 
engagement with influencers and their subsequent 
buying behaviour
6
.
The bar chart in Figure 3 visualises the relation-
ship between following fashion influencers and pur-
chasing clothes based on their recommendations. 
Among those who do follow influencers, more than 
a half (31 out of 60) have made a purchase based on 
their recommendation. The majority of those who 
do not follow influencers have not made such pur-
chases (46 out of 49). Those who sometimes follow 
influencers are more likely not to purchase based on 
recommendations (16 vs. 5).
Hypothesis 4: The respondents who follow 
fashion content are more often willing to buy clothes 
simply because of influencer recommendations. 
CONFIRMED
Hypothesis 4 is closely related to H3; however, it 
broadens the scope to anyone following fashion-re-
lated content (not just influencers). In practice, to test 
H4 we looked at respondents who answered “Yes” 
to following fashion content on Instagram (which 
could include following brand pages, hashtags etc.), 
6 https://wsj.westsciences.com/index.php/wsis/article/
view/317#:~:text=locations,percent%20of%20users%20
preferred%20partnerships
Figure 3: Purchases based on influencer recommenda-
tions vs. following fashion influencers

260
Tekstilec, 2025, Vol. 68(3), 245–264
and compared their rate of purchasing based on 
influencer recommendations to those who answered 
“No” (do not follow any fashion content). Essentially, 
this is another 2 × 2 comparison: follow fashion con-
tent (Yes/No) vs. ever purchased due to influencer 
(Y es/No).
The Table 18 shows that out of 173 respondents, 
130 (75.1%) provided valid answers and 43 (24.9%) 
did not regarding following fashion content on the 
platform and purchasing clothes based on an online 
influencer’s recommendation.
Based on the analysis of the results (Table 19), 
we can see that those who have already made a pur-
chase of clothing on the basis of a recommendation 
are higher in the group that follows fashion content 
(42%) than in those that do not follow it (10.2%). This 
means that following fashion content on Instagram 
increases the likelihood that respondents will decide 
to purchase clothing solely on the recommendation 
of an influencer. Based on the result of the chi-square 
test (Table 20) p = 0.001 (p > 0.05), H4 is confirmed, 
as there are statistically significant differences. Those 
who follow fashion content significantly more often 
make purchases of clothing based solely on recom-
mendations. H4 is confirmed.
Table 19: Contingency table for checking H4
Cross-tabulation of responses
Have you ever purchased clothes based exclusively on 
the recommendation of an online influencer?
Yes No
Do you follow 
fashion content on 
this platform?
Ye s
Count 34 47
Percentage 42.0% 58.0%
No
Count 5 44
Percentage 10.2% 89.8%
Total respondents
Percentage
Count 39 91
30.0% 70.0%
Table 20: Chi-square test results to check H4
Chi-square statistics Value df Asymptotic significance
(2-sided)
Exact sig.
(2-sided)
Exact sig.
(1-sided)
Pearson chi-square 14.675 
a)
1 < .001
Number of valid cases 130
a)
 0 cells (0.0%) have expected count less than 5. The minimum expected count is 14.70.
It is worth clarifying the conceptual distinction 
between H3 and H4 in light of these results. H3 
isolated the effect of explicitly following influencer 
accounts, whereas H4 suggests that even following 
fashion broadly (which could mean one follows brand 
accounts or fashion news but not necessarily influenc-
ers) is associated with being influenced by influencers. 
The confirmation of H4 implies that an interest in 
fashion content in general predisposes consumers to 
be receptive to influencer suggestions. Possibly, those 
who follow fashion content encounter influencers 
indirectly (e.g. via brand reposts or hashtags) and 
still absorb their recommendations. Alternatively, it 
might indicate that people passionate about fashion 
(as evidenced by following fashion content) are sim-
ply more open to trying new things, including those 
touted by influencers. Either way, H4 underscores a 
broader point: engagement with the fashion domain 
on Instagram, in any form, correlates with higher 
likelihood of influencer-driven purchasing.

Impact of Fashion Influencers on Generation Z and Millennials Purchasing Behaviour
261
Figure 4: Purchases based on influencer recommenda-
tions vs. following fashion content
The bar chart in Figure 4 shows the relationship 
between following fashion content on the platform 
and purchasing clothes based on an influencer’s 
recommendation. Among those who follow fashion 
content, 42% have purchased based on an influenc-
er’s recommendation (34 out of 81). Among those 
who do not follow, only 10.2% have done so (5 out of 
49), with a strong majority not influenced.
This research makes several theoretical contri-
butions to the study of influencer marketing and 
consumer behaviour. First, our results reinforce the 
idea that social media influencers can indeed alter 
consumer purchase behaviour; however, they add 
nuance to the understanding of how and when this 
influence occurs. The confirmation of H3 and H4 
aligns with the social influence theory and the con-
cept of parasocial relationships, i.e. consumers who 
engage with influencers or fashion content are more 
susceptible to being influenced in their purchasing 
decisions. This supports models that link influencer 
engagement to purchase intention via trust and 
relationship-building
7
. Our findings provide empir-
ical evidence of this link in a survey setting and in 
a new regional context (Slovenia), thus broadening 
the generalisability of existing theories beyond the 
commonly studied markets.
Secondly, our study contributes to the literature 
by comparing the persuasive power of different 
content sources on social media. The finding that 
official brand profiles and peer reviews were more 
influential than influencer posts (H2 not supported) 
challenges some assumptions in influencer mar-
keting discourse. It suggests that, at least for the 
surveyed population, the credibility of information 
might outweigh the charisma of influencers. This 
insight contributes to theory by emphasising the 
role of content type and source credibility: it is not 
just who delivers a message (influencer vs. brand 
vs. peer) but the perceived trustworthiness of that 
source that affects consumer response. It echoes 
the Elaboration Likelihood Model (ELM) in that 
consumers might be processing influencer promo-
tions more peripherally (and perhaps sceptically), 
whereas brand information and peer opinions could 
be seen as more central cues for decision-making
8
. 
Our results invite a theoretical reconsideration of 
when influencer content crosses the line to be seen 
as “advertising” by consumers, potentially triggering 
persuasion knowledge and scepticism (as evidenced 
by moderate trust and low direct conversion rates).
Additionally, our research offers a regional 
contribution by being, to our knowledge, one of 
the first studies focusing on influencer impact on 
fashion purchasing in Slovenia. It provides a point 
of comparison with studies from other countries. 
For example, Erwin et al. (2023) in Indonesia found 
7 https://www.nature.com/articles/s41599-023-02512-
1?error=cookies_not_supported&code=a773f28f-41f0-
4ff9-bca8-6b05b52bc827#:~:text=The%20use%20of%20
social%20media,moderating%20effect%20on%20the%20
relationship
8 https://www.nature.com/articles/s41599-023-02512-
1?error=cookies_not_supported&code=a773f28f-41f0-
4ff9-bca8-6b05b52bc827#:~:text=The%20use%20of%20
social%20media,moderating%20effect%20on%20the%20
relationship

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Tekstilec, 2025, Vol. 68(3), 245–264
an extremely high rate (85%) of Gen Z consumers 
acknowledging influencer impact on purchases
9
, 
whereas our Slovenian sample shows a lower rate 
(30% have purchased based on influencer recom-
mendation). This discrepancy might hint at cultural 
or market differences – perhaps Slovenian consum-
ers are more sceptical or have different media con-
sumption patterns. By documenting this difference, 
our study contributes to the theoretical conversation 
on how cultural context and market maturity 
influence the effectiveness of influencer marketing. 
It underscores that influencer marketing theories 
and models (mostly developed in large markets) 
should be tested in varying contexts; what holds in 
one culture may not exactly replicate in another. 
Our findings thus encourage an expansion of theory 
to incorporate context-dependent factors such as 
consumer scepticism, market size and prevalence of 
alternative information channels.
Finally, our inclusion of sustainability consider-
ations ties our work into the theoretical discourse on 
ethical consumerism in the digital age. We observed 
that sustainability is important to our respondents, 
consistent with prior research in Slovenia and global 
Gen Z trends
10
. While we did not hypothesise directly 
about sustainability, the prominence of this theme in 
both our qualitative observations and respondents’ 
attitudes suggests theoretical integration: influencer 
marketing’s impact might increasingly depend on 
alignment with consumer values like sustainability. 
This contributes to emerging theories on the inter-
section of influencer marketing and brand activism/
values-driven marketing.
9 https://wsj.westsciences.com/index.php/wsis/article/
view/317#:~:text=locations,percent%20of%20users%20
preferred%20partnerships
10 https://www.surveymonkey.com/curiosity/gen-z-social-
media-and-shopping-habits/
4 Conclusion
Our research shows that Instagram influencers play 
an important role in the purchasing decisions of re-
spondents who actively follow fashion content. Most 
respondents regularly buy textiles online, confirming 
the importance of the online environment for fashion 
shopping. The influence of Instagram content and 
influencers is significant, and purchasing behaviour 
also depends on other factors, e.g. personal interests, 
perceptions of influencers’ authenticity and brand 
marketing strategies. The research results show 
that official profiles and user ratings have a greater 
influence on purchasing decisions than sponsored 
posts by influencers. There is also a moderate scepti-
cism regarding the availability of fashion influencer 
profiles, which is reflected in the relatively low pro-
portion of those who made their purchases based 
solely on their recommendations. Most respondents 
believe that fashion influencers only partially show a 
realistic resemblance to the fashion industry, which 
indicates moderate criticism and scepticism toward 
their representation.
Nevertheless, respondents regularly buy textiles 
online, mainly for practical reasons, i.e. greater 
choice and ease of purchase. Sustainability is also 
important in their purchasing decisions. 
We are aware of the limitations of the research, 
which is a result of the unrepresentative sample, 
as it concerns students from a specific school and 
programme, and friends on social networks, mostly 
in a limited geographical area of Slovenia.
These findings provide comprehensive insight 
into respondents’ behaviour and preferences in the 
digital environment, which is valuable for designing 
online marketing strategies and adapting fashion 
product offerings. New questions are being raised 
that can form the basis for new research, e.g. what are 
the differences between genders, are there noticeable 
differences in the influence between those who buy 
fashion products online and in brick-and-mortar 
stores, how do different social networks affect pur-

Impact of Fashion Influencers on Generation Z and Millennials Purchasing Behaviour
263
chasing behaviour, what are the differences between 
micro and regular fashion influencers etc.
Data availability statement: From 19 November 
2025, the research data are available at 
https://zenodo.org/records/17653857.
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