Social Media and Celebrity Endorsement in Prêt-Fashion Marketing: A Systematic Review of Consumer Behaviour Research

Mukthy Sumangala; Shankari Suresh Kamath

doi:10.34293/management.v13i4.10576

Mukthy Sumangala Assistant Professor, National Institute of Fashion Technology, Kerala, Tamil Nadu, India
Shankari Suresh Kamath Scholar, Fashion Management Studies (2023-2025), National Institute of Fashion Technology, Kerala, Tamil Nadu, India

DOI: https://doi.org/10.34293/management.v13i4.10576

Keywords: Social Media Marketing, Celebrity Endorsement, Influencer Marketing, Purchase Intention, Brand Loyalty

Abstract

Purpose: This systematic review synthesizes empirical research on social media celebrity endorsement and influencer marketing in the prêt-fashion industry, focusing on their impact on consumer behaviour, purchase intentions, and brand loyalty.

Design/Methodology/Approach: Following PRISMA 2020 guidelines, a systematic search across multiple databases identified 831 papers, refined to 225 unique studies. The 30 most relevant journal articles (2015–2026) were selected and analysed using thematic synthesis, examining methodologies, theoretical frameworks, key findings, and platform focus.

Findings: Instagram emerges as the dominant platform for fashion influencer marketing research. Major theoretical frameworks include Source Credibility Theory, Theory of Planned Behaviour, Parasocial Interaction Theory, and the Stimulus–Organism–Response model. Influencer credibility particularly trustworthiness and attractiveness along with parasocial relationships, content quality, and engagement significantly influence purchase intentions and brand loyalty.

Research Limitations/Implications: The review focuses on English peer-reviewed journal articles and is geographically concentrated in Asian markets, which may limit generalizability. Future research should explore cross-cultural studies, longitudinal designs, emerging platforms (TikTok, YouTube Shorts), and sustainability-oriented influencer marketing.

Practical Implications & Originality: Fashion marketers should prioritize trustworthy and authentic influencers, especially micro-influencers, to enhance consumer engagement. This review provides one of the first integrated syntheses of social media celebrity endorsement in the prêt-fashion sector.