Consumer Behavior

Fashion YouTube Influencers and Consumers’ Buying Behavior: A Para-Social Interaction Approach

  • Sukyung Seo (University of North Carolina at Greensboro)
  • Elena E. Karpova orcid logo (University of North Carolina at Greensboro)


User-Generated Content (UGC) on the Internet has been exponentially increasing since the 2000s. Successful YouTube influencers enjoy a large number of followers subscribed to their channels, indicating potentially impact on consumer product choices. Although their impact is undeniable, research on consumers’ perception of fashion YouTube influencers (FYTI) as well as their effects on consumer behavior is lacking. Therefore, the purpose of this study was to develop a conceptual framework for understanding the bonding between FYTI and consumers as well as its potential impact on buying behavior. An extended review of literature was conducted on influence of social media, celebrities, influencers on consumers. Two theories, para-social interaction (PSI) theory and theory of reasoned action (TRA) were adopted to develop a conceptual framework. The results of the study can be used to guide future empirical research and have practical implications for marketers to develop effective communication between FYTI and consumers. 

Keywords: YouTube Influencer, Para-social interaction, Theory of Reasoned Action, Consumer choice

How to Cite:

Seo, S. & Karpova, E. E., (2022) “Fashion YouTube Influencers and Consumers’ Buying Behavior: A Para-Social Interaction Approach”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi:

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Published on
31 Dec 2022
Peer Reviewed