Influencers in the Luxury Fashion Industry: a systematic review (2020-2024).

Gonzales-Zarpan L.M.; Gamarra-Vera E.A.; Pisfil-Benites N.; Gonzales-Torres K.; Valdivia-Pérez L.N. · Aibi, Revista de Investigacion Administracion e Ingenierias (2025) · DOI: 10.15649/2346030x.5860

Resumen

In the luxury fashion industry, e-commerce has turned influencers into decisive intermediaries. The objectives of this review were: (i) to examine how they shape consumers’ purchase-decision processes, (ii) to identify factors that limit audience interaction, (iii) to describe the hurdles brands face when launching products, and (iv) to propose strategies that optimize the customer experience. A systematic literature review (RSL) was conducted under PRISMA guidelines; the research question was structured with the PICO framework, and studies were searched in Scopus, WoS, and EBSCO; 50 articles met the inclusion criteria. The review shows that influencers’ impact on luxury fashion purchases in e-commerce rests on three pillars: the trust they inspire, the emotional attachment they foster, and the perceived congruence between their identity and the brand’s. When these elements converge and the message circulates as electronic word of mouth (eWOM) supported by immersive visual storytelling, purchase intention intensifies tangibly. Influencers are confirmed as key intermediaries in the luxury fashion industry (IML): credibility, authenticity, and value–brand alignment build trust. We conclude that influencer marketing has become an indispensable axis of digital strategy; however, its effectiveness depends less on audience size than on the creator’s credibility and the cultural coherence of the narrative.

Instituciones: Universidad Tecnológica del Perú