The Fashion Influencer–Reality Gap: How Differences Between Promotional Content and Actual Clothing Affect Brand Loyalty

Author

KumarBoyapati Naveen¹ and Dr. Challa Venkata Naga Siva Kumar


Abstract

 Social media has changed the way people discover fashion, compare products, and decide what to buy. Instagram reels, YouTube videos, short reviews, and creator recommendations often bring clothing brands directly into consumers’ daily lives. Influencers can make products easier to notice because they show how garments look when styled and worn, rather than presenting them only through a catalogue photograph. At the same time, the influence of these promotions raises an important question: do the clothes customers receive live up to the expectations created online? This proposed study explores that question by focusing on the relationship between promotional presentation, post-purchase experience, and brand loyalty.



Keywords

Fashion influencer marketing, reality gap, promotional content, actual clothing, brand loyalty, consumer trust, product satisfaction, influencer authenticity, repurchase intention, social media marketing.



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References


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