Abstract:
This study is entitled “Instagram Posts of Fashion Bloggers as Branding Strategy
Influencing Customer’s Buying Behavior.” The problem of the study is “What is the correlation
between Instagram posts of fashion bloggers as branding strategy in influencing customer’s buying
behavior? “Having that as the main problem, the research aims to answer these objectives: (1) To
determine the level of effectiveness of fashion blogging in terms of trustworthiness and credibility;
(2) To identify the level of effectiveness of fashion blogging in maintaining sponsorships with
local fast fashion brands in terms of strength, immediacy and number; (3) To know the level of
effectiveness of fashion blogging in affecting the customers based on reach, retention and channel.
Using descriptive research design, the research employs quantitative and qualitative approaches.
Having Quota Sampling Scheme, the quantitative approach, as the main approach, uses survey as
the instrument sent online to 150 respondents with 50 respondents per blogger that has been
interviewed. To verify data obtained from the survey, the researcher applied Purposive Sampling
Scheme by choosing three personal Filipino menswear bloggers as participants of the study. The
theoretical framework is a hybrid of Latane’s Social Impact Theory, Engel’s and Haugsvedt’s
Theory while the conceptual framework is Instagram Posts of Fashion Bloggers, Branding Strategy
and Customer’s Buying Behavior, replacing the concepts of the three theories respectively. All the
null hypotheses of the study were rejected. There is influence of Instagram posts of fashion
bloggers on customer’s buying behavior based on trustworthiness, credibility, strength,
immediacy, number, reach, retention and channel.
