Year: 2024
Type: article
Study design: Observational Study
Abstract: Influencer marketing, particularly on Instagram within the fashion industry, has emerged as a pivotal communication tool offering diverse advantages to companies operating in this sector. The employment of influencers encompasses a range of objectives, spanning from enhancing brand perception and evaluation to inciting purchases among influenced consumers. This study delves into the distinctions between macro and micro influencers by conducting fashion consumer survey and in-depth interviews with influencers and fashion professionals. Additionally, it explores the circumstances under which fashion brands opt for either category, depending on the specific communication campaign objectives executed on the Instagram social network.
Institution: Universidade da Coruña
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4408750668