Original scientific paper
https://doi.org/10.17234/SocEkol.33.1.3
Fashion, nostalgia and influencer culture in the age of social media
Lucija Sučić
orcid.org/0009-0006-2006-2972
; Novi List
Hajrudin Hromadžić
orcid.org/0000-0002-2176-6465
; Faculty of Humanities and Social Sciences Rijeka, Department of Cultural Studies, Rijeka, Croatia
Abstract
This paper questions the complex interrelationship of fashion, fashion trends and industry, social media, influencers and the phenomenon of nostalgia. One of the goals of designed research is to find out how, in what way and to what extent the feeling of nostalgia becomes a supporting buying motive among the participants, which ultimately promotes the sale of a particular fashion product. It also aims to compare whether nostalgia is more present today than in previous times, how consumers perceive the way it is articulated on social media, how elements of nostalgia are used for the purposes of marketing and consumption, and how influencers as a relatively recent phenomenon that everyone agrees plays an important role in spreading fashion trends and promoting consumption, fit into such a “structural grid”. Semi-structured interview method was conducted on a sample of eight participants, and the questions were divided into three thematic clusters with associated sub-clusters. Questions linking fashion, fashion trends and nostalgia to social media and today's ubiquitous dominance of imagery ran through all three clusters, hence the focus on social media Instagram and the role of fashion influencers.
Keywords
social media; influencers; fashion; fashion trends; nostalgia
Hrčak ID:
316733
URI
Publication date:
10.5.2024.
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