Abstract
This study aims to investigate the possible effects of influencer marketing on the consumer behavior of millennials and Gen Z towards luxury products in the UK. A qualitative research design was employed and the findings of the study showed that the fashion industry is able to market its products via influencers owing to the incredible number of influencers that consumers follow. The primary features that affect consumers and their purchase intention are the perceived credibility, trustworthiness and attractiveness. Therefore, the popularity and increase in the number of social media influencers can also serve as a challenge as it becomes difficult to keep up with content posted and indirectly affect a sponsored brand product. Finally, the positive feeling of brands on social media ensures the continuity of social media marketing in the future. Thus, this study recommends that fashion brands continue to innovate their marketing techniques to maintain consumer engagement.