Major products bought due to influencer marketing in Japan 2021, by category
Promotional posts of influencers showed a higher impact on consumer shopping behavior in Japan than referrals without a promotional character. As revealed in a survey conducted in August 2021, fashion was the most common product category named by respondents who made purchases following posts published by influencers. While more than 51 percent stated that they were influenced by fashion-related submissions tagged as promotional, the share was significantly lower for posts without any advertising intentions.
