Original scientific paper
BLOGGERS AND INFLUENCERS - THE PHENOMENON OF DRIVING CONSUMER FASHION CHOICES
Ela Martinčević
orcid.org/0000-0003-1636-1268
; University North, Jurja Križanića 31b, 42000 Varaždin, Croatia
Dijana Vuković
orcid.org/0000-0003-2900-1210
; University North, Jurja Križanića 31b, 42000 Varaždin, Croatia
Anica Hunjet
orcid.org/0000-0003-1679-4573
; University North, Jurja Križanića 31b, 42000 Varaždin, Croatia
Abstract
Social networking has become an integral part of everyday life of today’s modern consumer. Social media are used for sending messages and sharing product-related information, experiences, and recommendations with virtual friends. The dramatic increase in social media use has posed a major challenge to the fashion industry, prompting it to adapt its communication and content to social media users. Content posted on social networks caters for the needs of consumers and provides both them and businesses with benefits of social media marketing campaigns. A variety of criteria are used to measure the success of marketing efforts on social media platforms, such as fashion influencer tags, audience engagement, and the percentage of discussions related to fashion. The fashion industry, which once struggled to reach its target market, is now achieving it much more easily and faster thanks to social networking. In today's digital landscape, communication is more important than ever. Social media influencers have become a worthy extension of the marketing department; their authority is unquestionable, and their reach and impact are greater than that of any traditional advertising method. The fashion industry sees the influencer as an archetypal consumer, a persona who embodies the real consumer and whose characteristics it considers when creating a trend, a fashion product, and eventually the marketing campaign itself. The paper aims to identify the role of influencers in the fashion industry and examine the extent to which they affect/ consumer purchase decisions.
Keywords
social networks; consumers; fashion; fashion brands; consumption; influencers; fashion market; communication; information
Hrčak ID:
236219
URI
Publication date:
15.3.2020.
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