A pop-up store endorsed by social media influencers at Lotte Department Store in central Seoul. (image: Lotte Department Store)
SEOUL, Jan. 25 (Korea Bizwire) — Seven out of 10 Korean consumers who subscribed to the accounts of social media influencers turned out to buy products after watching them, a survey has showed.
According to the recent survey by the Korea Federation of Textile Industries of 653 consumers who subscribed to influencer accounts on social media, 73 percent of the respondents said that they bought products after watching the accounts.
In response to a question asking which items they purchased after watching the accounts (multiple answers possible), 29.4 percent picked food, followed by famous restaurants and cafes at 23.9 percent, fitness and health products or services at 20.3 percent, travel at 19.9 percent and clothes at 18.2 percent.
The federation noted that clothing items are more expensive than food & beverage items, with influencer accounts having a relatively stronger impact on the purchase of clothing items.
When it comes to the experience of buying clothing items through social media platforms, Naver blog ranked first at 22 percent, followed by TikTok at 21.1 percent and Instagram at 20.2 percent.
Reflecting such trends, fashion companies are carrying out marketing strategies in collaboration with influencers on social media.
Ashley Song (ashley@koreabizwire.com)
