Influencer in Fashion Hauls: Hard-Selling at It’s Best?!

Consumers are increasingly purchasing products that are advertised by social media influencers (SMIs). With fashion hauls on Instagram, SMIs advertise fashion products in a way that is functionally comparable to traditional salespeople in retail outlets. Due to the theoretical-conceptual comparability of SMIs and traditional salespeople, this study examines whether consumers actually perceive the role of SMIs in the same way. In addition, the influence of hard-selling fashion hauls on the purchase intention of consumers is investigated. The results show that the role of SMIs is comparable to that of traditional salespeople. The hard-selling appeal of fashion hauls being information-based and direct seems to have a positive behavioral impact.