Drivers of Online Purchase Intention in Pakistan’s Fashion Industry: A Study of Influencer Marketing and Brand Anthropomorphism
List of Authors
Huam Hon Tat, Javed Ahmed, Muhammad Arslan, Norizan Mat Saad
Keyword
Online Purchase Intention; Online influencer Marketing; Hedonic Value; Online Trust; Electronic Word of Mouth; Brand Anthropomorphism
Abstract
This study investigates the drivers of online purchase intention in Pakistan’s fashion industry, focusing on Online Influencer Marketing, Hedonic Value, Online Trust, and Electronic Word of Mouth, with Brand Anthropomorphism as a mediator. Drawing on Parasocial Relationship and Uses and Gratification theories, a structured survey was conducted among active online shoppers, with 500 valid responses analyzed through Smart PLS SEM. The measurement model confirmed validity and reliability, while the structural model showed that Hedonic Value exerted the strongest positive influence on purchase intention, followed by Online Influencer Marketing and Online Trust. Electronic Word of Mouth had a weaker but still positive impact. Hedonic Value and Influencer Marketing significantly influenced brand anthropomorphism, yet anthropomorphism did not mediate the effect of these factors on purchase intention. This suggests that while brand humanization is significant, it functions more as a side effect than as a direct trigger of purchase. Theoretically, this study contributes to the applications of SEM in influencer marketing and modifies anthropomorphism theory by demonstrating its context-sensitive role in digital retail. Managerially, the results emphasize that fashion retailers should focus on emotionally intense and hedonic shopping experiences, authentic influencer collaborations, and trust-building strategies through transparent platforms and security. Anthropomorphic branding should be used to foster long-term affinity rather than immediate sales. Future research should investigate additional mediators such as perceived value and customer engagement, examine demographic and platform moderators, and adopt longitudinal or experimental designs to validate causal relationships in digital fashion retail.