ASSESSING ENGAGEMENT WITH INSTAGRAM INFLUENCERS AND ITS IMPACT ON APPAREL BRAND ENDORSEMENT EFFECTIVENESS

Abstract

Aims of the Study: This study explains how interaction with Instagram influencers influence the effectiveness of apparel brand endorsements among university students of Narowal. It intends to assess the level of usage and engagement with Instagram influencers in the promotion of apparel brands and to analyze the role of demographic characteristics like age, gender, and educational level in forming the influence.

Methodology: This empirical study utilizes a quantitative research design employed purposive sampling sampling method to represent sample.

Findings: The findings show a significant relationship between influencer engagement and apparel brand promotion. Moreover, influencers increasingly shape students’ fashion sense and clothing preferences.In addition, differences were observed across demographic groups, suggesting that age and gender influence the level of engagement and responsiveness to influencer promotions.

Conclusion: Instagram functions not only as a source of entertainment but also as a powerful marketing platform that significantly contributes to attitude formation, brand recall, and preference development in the context of apparel branding among university students.