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Journal articles on the topic 'Fashion Influencers'
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Trivedi, Jay P. "Effect of Influencer Marketing on Online Impulse Purchase." Journal of Electronic Commerce in Organizations 19, no. 3 (July 2021): 49–64. http://dx.doi.org/10.4018/jeco.2021070104.
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Fashion retailers are increasingly using influencer marketing to build a consumer-brand relationship. However, influencer marketing remains an understudied area, and choosing from among traditional attractive celebrity influencers and expert influencers remains a conundrum for marketers. Hence, this research examines the comparative effectiveness of an attractive celebrity influencer, vis-à-vis an expert influencer on online consumer-brand engagement, further resulting in an online impulse purchase. The moderating role of impulse buying tendency between online consumer-brand engagement and online impulse purchase is also examined. Using survey data from respondents following fashion influencers, the author tested the proposed hypotheses using structural equation modeling. The findings indicate that attractive celebrity influencers exhibit a significant effect on online consumer-brand engagement, which further leads to online impulse purchase. The findings also establish the moderating effect of impulse buying tendency and the mediating role of online consumer-brand engagement.
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Chetioui, Youssef, Hikma Benlafqih, and Hind Lebdaoui. "How fashion influencers contribute to consumers' purchase intention." Journal of Fashion Marketing and Management: An International Journal 24, no. 3 (April 17, 2020): 361–80. http://dx.doi.org/10.1108/jfmm-08-2019-0157.
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PurposeThis study examines the impact of attitudes toward fashion influencers (FIs) on brand attitude and consumer purchase intention. It also aims to identify factors affecting consumers' attitudes toward FIs.Design/methodology/approachTo achieve this goal, the authors propose a conceptual model that combines the theory of planned behavior (TPB) and theoretical outcomes of prior literature related to influencer marketing. Based on data collected from 610 Moroccan respondents, the authors empirically test the conceptual model using a partial least squares (PLS) estimation.FindingsThis study illustrates that attitudes toward FIs positively impact brand attitude and consumer purchase intention. The authors also demonstrate that perceived credibility, trust, perceived behavioral control, perceived subjective norms, perceived expertise and perceived congruence positively impact attitudes toward FIs.Practical implicationsThe study findings help marketers and advertisers in the fashion industry to understand how influencer marketing contributes to consumer purchase intention. They also allow marketers to understand factors explaining attitudes toward FIs and therefore better select influencers capable of creating purchase intentions among existing and potential customers.Originality/valueThe present paper bridges a gap pertaining to antecedents and factors that impact attitudes toward FIs and consumer purchase intention. To the authors’ knowledge, this study is the first of its kind to investigate the impact of attitudes toward influencers on both brand attitude and purchase intention in the fashion industry.
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McFarlane, Ashleigh, and Emma Samsioe. "#50+ fashion Instagram influencers: cognitive age and aesthetic digital labours." Journal of Fashion Marketing and Management: An International Journal 24, no. 3 (April 8, 2020): 399–413. http://dx.doi.org/10.1108/jfmm-08-2019-0177.
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PurposeThis paper demonstrates how #50+ fashion Instagram influencers contribute to the social construction of cognitive age through their aesthetic digital labours.Design/methodology/approachNon-participative netnography was used in the form of visual and textual analysis of over 300 Instagram posts including images, captions and comments.FindingsFindings reveal how outfit selection, background choices and bodily poses redefine expressions of look age through forms of aesthetic labour. Post-construction, hashtag and emoji usage illustrates how influencers refrain from directly posting about the fashion brands that they endorse. Instead, image and personality work visually attracts followers to politically charged posts which directly impact upon the social and cultural contexts where influencers are active. This ties into present-day wider societal discourses.Practical implications50+ fashion influencers have high spending power. Fashion brands should refrain from using #brand and collaborate in more subtle ways and concentrate on challenging the negativity of the old-age cliché.Originality/valueThe study advances theory on the social construction of age in fashion studies by combining cognitive age with aesthetic labour to identify the characteristics of the social phenomenon of the 50+ Instagram influencer. It applies principles from critical visual analysis to digital context, thereby advancing the qualitative netnographic toolkit.
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Marcella-Hood, Madeleine. "Exploring contemporary illustrations of Scottish identity through a study of Scottish fashion influencers on Instagram." Scottish Affairs 28, no. 4 (November 2019): 367–94. http://dx.doi.org/10.3366/scot.2019.0294.
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This paper explores the construction of Scottish identity and place amongst fashion and style influencers on Instagram. Existing research and information surrounding the Scottish fashion industry is sparse and focused on traditional textiles, such as tartan and tweed. Style influencers have revolutionised the fashion industry and it is argued that, by identifying as Scottish or Scotland-based on Instagram, these individuals are shaping perceptions of Scottish identity and place, acting as contemporary cultural icons. The study consists of 14 interviews, where participants were also asked to provide a selection of posts that they felt demonstrated their identity as a Scottish fashion influencer. Participants expressed pride in their Scottish identity and surroundings; this was revealed through their desire to promote Scottish designers and destinations. They did not see tartan as a feature of their own style but recognised its value in Scotland's fashion story. People and place-related symbols were regarded as more authentic representations of Scottish identity and style. This research contributes to the field of Scottish studies by presenting contemporary illustrations of Scottish fashion through the influencers who are shaping these.
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Tsarashafa, Tsaniya Athaya, and Annisa Rahmani Qastharin. "HOW FASHION INFLUENCER CONTRIBUTES TO CONSUMERS’ PURCHASE INTENTION OF UNIVERSITY STUDENT." Advanced International Journal of Business, Entrepreneurship and SMEs 3, no. 9 (September 2, 2021): 209–27. http://dx.doi.org/10.35631/aijbes.39015.
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Fashion is receiving more attention these days since it has become a continual existence in a person’s everyday life, especially for the younger generation as it represents their identity. On the other hand, the dynamic competitive environment of marketing-led fashion brands to put in the excess effort to achieve effective marketing strategies. As social media grew, one of the most effective ways to do it is using influencers in the marketing campaign. Influencer marketing is becoming increasingly popular throughout the world, prompting marketers to consider it an essential component of their marketing strategy. This research determines the factors of fashion influencers that contribute to influencing purchase intention. The variables constructed include trustworthiness, expertise, similarity, likability, and familiarity. Further, consumer attitude is proposed to mediate between trustworthiness, expertise, similarity, likability, and familiarity to purchase intention. The research was conducted using a quantitative approach and analyzed using a regression method through IBM SPSS Statistics. From 234 qualified respondents, the results presented trustworthiness, similarity, familiarity, and likability significantly contribute to purchase intention, and consumers' attitudes towards influencers are proven to be mediate the relationships between independents variables and purchase intention. The findings of the study assist marketers and advertisers in the fashion industry in understanding the elements influencing consumer attitudes about fashion influencers and, as a result, better choose influencers capable of establishing purchase intentions in existing and potential customers.
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Abidin, Crystal. "Visibility labour: Engaging with Influencers’ fashion brands and #OOTD advertorial campaigns on Instagram." Media International Australia 161, no. 1 (September 26, 2016): 86–100. http://dx.doi.org/10.1177/1329878x16665177.
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Influencer commerce has experienced an exponential growth, resulting in new forms of digital practices among young women. Influencers are one form of microcelebrity who accumulate a following on blogs and social media through textual and visual narrations of their personal, everyday lives, upon which advertorials for products and services are premised. In Singapore, Influencers are predominantly young women whose commercial practices are most noted on Instagram. In response, everyday users are beginning to model after Influencers through tags, reposts and #OOTDs (Outfit Of The Day), unwittingly producing volumes of advertising content that is not only encouraged by Influencers and brands but also publicly utilised with little compensation. Drawing on ethnographic fieldwork among Instagram Influencers and followers in Singapore, this article investigates the visibility labour in which followers engage on follower-anchored Instagram advertorials, in an attention economy that has swiftly profited off work that is quietly creative but insidiously exploitative.
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Nurfadila, Siti. "Impact of Influencers in Consumer Decision Process: The Fashion Industry." INTERDISCIPLINARY JOURNAL ON LAW, SOCIAL SCIENCES AND HUMANITIES 1, no. 2 (December 24, 2020): 1. http://dx.doi.org/10.19184/ijl.v1i1.19146.
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The popularity of influencers is continuous and doesn’t have a limited window of influence. Internet and social media play vital role in helping consumers find the items they are looking for. Obviously companies will keenly try to retain a strong presence in the social media platforms; otherwise the target audience can easily change suppliers. The present study is intended to explore the influencer marketing techniques used by fashion industries and also the impact of influencers on the consumers buying decision process in fashion industry.
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Belanche, Daniel, Marta Flavián, and Sergio Ibáñez-Sánchez. "Followers’ reactions to influencers’ Instagram posts." Spanish Journal of Marketing - ESIC 24, no. 1 (February 20, 2020): 37–54. http://dx.doi.org/10.1108/sjme-11-2019-0100.
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Purpose The purpose of this study is to analyze how positive behaviors toward influencers (customer interaction) and promoted products (looking for product information) can be achieved, taking into account influencer–product fit, in a fashion marketing campaign. In addition, account following and product involvement are examined as possible moderators in these relationships. Design/methodology/approach The data were gathered from online participants. The participants were Instagram users who already knew a popular influencer on the platform. The experimental design manipulated the types of picture posted by the influencer to observe customers’ reactions in terms of intention to interact with the influencer’s account and to look for further information about promoted products. Findings The authors’ findings suggested that influencer–product matches in posts on Instagram encourage users to search for information about promoted products but do not affect their intention to interact with influencers’ accounts. Nevertheless, customers’ reactions toward an influencer’s posts differ based on whether they are followers of the influencer and whether they are highly or lowly involved with the promoted product. Practical implications Both brands and influencers should properly manage influencer marketing actions. Brands should control influencers’ audiences and their involvement with featured products so that they are seen to promote them in a natural way. Influencers should endorse branded products that fit their own style; this will increase the interaction on their accounts. Originality/value This research contributes to a better understanding of how users can be encouraged to undertake positive online actions as regards influencers (interaction with their accounts) and promoted products (information search) in influencer marketing campaigns.
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Tomovska, Elena. "The role of Instagram influencers as a source of fashion information." Tekstilna industrija 68, no. 4 (2020): 58–64. http://dx.doi.org/10.5937/tekstind2004058t.
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Social media has become a powerful communicating tool for the fashion industry, providing an instant, democratic, user-generated dissemination of fashion trends, particularly with the younger generations. Image-centred social media, such as Instagram are particularly well adopted for fashion communication. This research aims to investigate the role of Instagram on the dissemination of fashion trends amongst Generation Z. The research used an electronic questionnaire distributed to 120 participants, aged 16 to 23 years. A commercially available tool for measuring the reach of global and local fashion influencers was used to comprise a list of influencers used in the research. Cluster analysis was used to identify Instagram influencers impacting fashion and the use of Instagram as a fashion information channel.
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Stevani, Natasia, and Ahmad Junaidi. "Pengaruh Influencer terhadap Minat Beli Produk Fashion Wanita pada Instagram." Prologia 5, no. 1 (March 4, 2021): 198. http://dx.doi.org/10.24912/pr.v5i1.10121.
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This research has a purpose to determine the relation and how much influence between Elika Natania influencers on buying interest in women's fashion products on Instagram. The sample in this study was 100 Elika Natania’s followers on her Instagram account. Respondents were using a purposive sampling technique. This research provides results that there is a strong relationship between the two variables and there is a big influence between the two variables reaching 67.8%. So, the conclution is that the influencer variable significantly influences the buying interest variable.Penelitian ini memiliki tujuan untuk mengetahui hubungan dan seberapa besar pengaruh antara influencer Elika Natania terhadap minat beli produk fashion wanita pada media sosial Instagram. Sampel pada penelitian ini adalah followersinfluencer Elika Natania pada akun media sosial Instagram sebanyak 100 Responden menggunakan teknik purposive sampling. Penelitian ini memberikan hasil bahwa ada hubungan yang kuat antara kedua variabel dan terdapat pengaruh yang besar antara kedua variable mencapai 67,8%. Keismpulannya adalah variabel influencer secara signifikan berpengaruh terhadap variabel minat beli.
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Jin, S. Venus, Ehri Ryu, and Aziz Muqaddam. "I trust what she's #endorsing on Instagram: moderating effects of parasocial interaction and social presence in fashion influencer marketing." Journal of Fashion Marketing and Management: An International Journal 25, no. 4 (February 3, 2021): 665–81. http://dx.doi.org/10.1108/jfmm-04-2020-0059.
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PurposeSocial media campaigns by fashion brands typically rely on two types of accounts: official brands' accounts and social media influencers' accounts. The current study investigates relevant mechanisms that explain the effectiveness of Instagram posts contingent upon their account types (commercial brand's Instagram account versus influencer's Instagram account) and content types (the absence versus presence of human figures in the posted contents).Design/methodology/approachConducting an online experiment (N Females = 195), it was tested if parasocial interaction (PSI) and feelings of social presence moderate the effects of Instagram accounts' promotional posts on consumers' perceived trustworthiness of the endorsed fashion brand. The experiment employed a 2 (Type of Instagram posts: product-only posts versus product posts with a person content) × 2 (Type of Instagram account: a fashion-brand account versus a a fashion-influencer account) between-subjects factorial design.FindingsResults demonstrate three-way interaction effects among the type of the Instagram account, the type of Instagram posts and PSI/social presence on the perceived trustworthiness of a brand. When the content is coming from a fashion-influencer account, there is no difference between product posts with a person and product-only posts conditions with regard to the positive relationship between PSI/social presence and trustworthiness. In contrast, when the source is a fashion-brand account on Instagram, the positive relationship between PSI/social presence and trustworthiness is stronger for product posts with a person. These findings suggest that Instagram posts that are promoted by fashion influencers would have similar effects of PSI and social presence, even if they do not appear themselves in the branded content.Originality/valueThis research contributes to our understanding of the effective antecedents of trustworthiness in social media-based fashion marketing and fashion brand management. Instagram account types and content types influence the extent to which social media communication allows for the formation of emotional ties with and positive evaluation of the fashion brand.
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Wiedmann, Klaus-Peter, Nadine Hennigs, and Sascha Langner. "Spreading the Word of Fashion: Identifying Social Influencers in Fashion Marketing." Journal of Global Fashion Marketing 1, no. 3 (August 2010): 142–53. http://dx.doi.org/10.1080/20932685.2010.10593066.
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Jansom, Akawut, and Siwarit Pongsakornrungsilp. "How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing." Sustainability 13, no. 15 (July 31, 2021): 8572. http://dx.doi.org/10.3390/su13158572.
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Social media influencers play a significant role in marketing by introducing products to their followers. We investigate how Instagram influencers impact consumer parasocial interaction (PSI) in the relationship between value perception and purchase intention. Whereas customers influence the attractiveness (social and physical) PSI of social media influencers, studies of the effects of luxury purchasing PSI in Thailand are limited. We examine the relationship between PSI and followers of luxury fashion’s value (social, personal, and conspicuous) on social media. We use structural equation modeling to evaluate hypotheses by conducting an online survey with 400 Thai millennial respondents who had experience following influencers on Instagram. The findings indicate that Thai millennials accept Instagram influencers’ PSIs in terms of value perception and motivation to purchase luxury fashion. The attractiveness of influencers initiates the formation of PSI; followers receive value perception and react to purchasing intention from influencers. The concepts were investigated to prove that influencers’ power can encourage followers to mitigate negative consequences by delivering value perceptions on PSI. These findings provided managerial implications for comprehending consumers in the field of digitalization.
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Mañas-Viniegra, Luis, Ana-Isabel Veloso, and Ubaldo Cuesta. "Fashion Promotion on Instagram with Eye Tracking: Curvy Girl Influencers Versus Fashion Brands in Spain and Portugal." Sustainability 11, no. 14 (July 23, 2019): 3977. http://dx.doi.org/10.3390/su11143977.
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The rise of Instagram, as the fastest growing social network in Spain and Portugal, and its incorporation into the communication strategies of beauty and fashion brands have posed some risks for younger followers in relation to the development of identity and self-esteem. A physical appearance acceptance movement has also begun, based on interaction with images, on which the social network is also based. The purpose of this research was to determine how attention is paid to fashion promotion and to the awareness of physical appearance acceptance by curvy influencers in comparison with communications by fashion brands on Instagram. The quantitative and qualitative methodology is based on the use of a biometric eye tracking technique applied to a sample of 120 participants from Spain and Portugal, matching the profile of the main users of Instagram: urban university women under 25 years old with an interest in fashion, and a self-perception as a curvy woman. The results point to more attention focused on the imperfections for which curvy influencers are raising awareness than on the fashion they promote when these awareness factors are more visible, as well as more attention focused on the fashion accessories worn by curvy brand models than those worn by the influencers, with specific and significant differences between Spanish and Portuguese audiences.
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Quelhas-Brito, Pedro, Amélia Brandão, Mahesh Gadekar, and Sofia Castelo‐Branco. "Diffusing fashion information by social media fashion influencers: understanding antecedents and consequences." Journal of Fashion Marketing and Management: An International Journal 24, no. 2 (May 6, 2020): 137–52. http://dx.doi.org/10.1108/jfmm-09-2019-0214.
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PurposeThe purpose of this paper is to identify the antecedents and consequences of social media fashion influencer's (SMFI) diffusion of fashion information. This study proposes and examines following research questions: What motivates SMFI to share fashion information? In what way shared fashion information impact SMFI?Design/methodology/approachThis study uses semi-structured interviews with SMFI to learn about their relationships with followers. It then conducts a survey of 510 SMFI in Portugal. The data are analyzed by structural equation modeling.FindingsThe results indicate that intrinsic motivation can develop a SMFIs' fashion leadership, while the SMFIs' perceived usability of fashion blogs does not. The authors also find a self-serving bias among SMFI.Research limitations/implicationsSMFIs' fashion leadership is associated with the intrinsic motivations of sharing and helping other consumers make fashion decisions, which indicates that marketers can improve their results through using opinion SMFI to assist fashion consumers in purchasing decisions. Further studies should explore the processes adopted by fashion consumers to evaluate SMFI.Originality/valueThis study helps to understand the antecedents and consequences of fashion diffusion by SMFIs. In particular, the research helps the marketers to understand how the bonds between SMFIs and followers are nurtured.
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Ilmi, Assayyidah Bil Ichromatil. "Analysis of Society Perspective about Vintage Fashion Using Deconstruction Approach." JURNAL RUPA 6, no. 1 (August 31, 2021): 9. http://dx.doi.org/10.25124/rupa.v6i1.3010.
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Nowadays, society perspective about vintage fashion as old-fashioned can be changed. This study aims to discuss the alteration perspective of society about vintage fashion. This discussion is conducted to see the other side of vintage fashion. This research is different from other fashion studies because it wants to show how to view the value of a fashion not in general way, especially using deconstruction approach. This study used qualitative methods in the form of interviews to get the data. The interviewees of this research were four young women who like to follow fashion development through social media. Their opinions are used as society representatives about vintage fashion. It will be connected with the theory of deconstruction like 'Differance.' In this case, people's perspective on vintage fashion changes due to the influence of influencers from various social media so that vintage fashion can be juxtaposed with modern style today. Therefore, vintage can get an identity as nowadays's clothes.
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Shen, Zheng. "A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers." Journal of Research in Interactive Marketing 15, no. 2 (May 31, 2021): 181–99. http://dx.doi.org/10.1108/jrim-10-2019-0161.
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Purpose This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on micro-influencers’ influence, typology, eWOM content and consumer engagement. Design/methodology/approach A total of 20,000 microblogs were collected from Irish fashion micro-influencers and analyzed through keyword classification and content analysis in NVivo. The determinants of eWOM persuasiveness for consumer engagement on social media were investigated based on Sussman and Siegal’s information adoption model. Findings The study finds that among the four types of micro-influencers, market mavens and their eWOM messages have the highest impact on consumer engagement on social media, and it presents a repetitive and persuasive eWOM model of market mavens to increase consumer participation. Also, the study discovers that micro-influencers’ occasion-related microblogs have an increasing impact on consumer interactions whereas microblogs with brands have a decreasing engagement with consumers on social media. Originality/value This study advances prior studies on the relationship between influencers’ eWOM messages and consumer participation on social media by the development of a persuasive eWOM model of micro-influencers to increase consumer engagement and fill in the lack of relevant literature. Also, findings provide actionable insights for marketing communication practitioners to persuade consumers to participate in eWOM communications and establish strong consumer-brand relationships on social media.
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Marcella-Hood, Madeleine. "Scottish fashion influencers: Constructing a style identity on Instagram." International Journal of Fashion Studies 7, no. 1 (April 1, 2020): 73–96. http://dx.doi.org/10.1386/infs_00017_1.
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This article builds on existing theories of self-presentation and self-identity through a study into the behaviour of fashion influencers who position themselves as Scottish on Instagram. Fourteen interviews were carried out with Scottish fashion influencers who were asked to reflect on their online identity. The interaction between the offline and online self is explored, where national identity and a sense of place are recognized as important attributes of self-identity in an offline setting and participants were sampled on the basis that they were projecting this as a key component of their online self. All were found to be seeking to convey an ideal identity on Instagram; this involved curating particular aspects of their offline style and showcasing these online. The issue of authenticity was complex, and a spectrum of identity evolution on Instagram is observed and reflected on. The most career-minded participants tended to portray themselves in a more one-sided manner and were most strongly influenced by a sense of their audience. In contrast, the participants who were less career-minded tended to explore more freely with their online self and were influenced most strongly by internal factors.
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Shin, Eonyou, and Jung Eun Lee. "THE EFFECTS OF PRODUCT NOVELTY AND FASHION INFLUENCERS’ SOCIOECONOMIC STATUS ON FASHION ADOPTION IN SOCIAL MEDIA." Global Fashion Management Conference 2019 (July 11, 2019): 407–11. http://dx.doi.org/10.15444/gfmc2019.04.01.04.
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Padilla Castillo, Graciela, and Ana Belén Oliver González. "Instagramers e influencers. El escaparate de la moda que eligen los jóvenes menores españoles." aDResearch ESIC International Journal of Communication Research 18, no. 18 (July 1, 2018): 42–59. http://dx.doi.org/10.7263/adresic-018-03.
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ERTOGRUL, Busra, Gizem KILICSIZ, and Aysun BOZANTA. "Instagram Influencer Analysis for Top 5 Categories in Turkey." Winter 2021 12, no. 44 (February 19, 2021): 22–36. http://dx.doi.org/10.5824/ajite.2021.01.002.x.
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Social media platforms have become an inevitable part of our daily lives. Companies that noticed the intense use of social media platforms started to use them as a marketing tool. Even ordinary people have become famous by social media and companies have been sending their products to them to try and advertise. Many people have gained a considerable amount of money in this way and today new jobs are emerged like "Youtuber" and "Instagram Influencer". Therefore, ordinary people realized the power of social media and many people started to strength their digital identity over social media. The question raising in people’s mind is that “What is the difference between the influencers and the ordinary people who have also digital identity over social media?”. This study examined Instagram influencers for five categories namely fashion, makeup, photography, travel, and fitness in Turkey. As an exploratory study, the relationship between the influencers’ average number of posts, the number of likes, the number of views, the number of comments, number of followers, and the number of following were examined. As well as the engagement rates of the followers to the influencers were calculated. In addition, the words they mostly used in the captions of the posts were examined.
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Khan, Ali. "In the bedroom." Fashion, Style & Popular Culture 8, no. 2 (May 1, 2021): 225–31. http://dx.doi.org/10.1386/fspc_00081_1.
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Boudoir photography is going through a renaissance. Having being rediscovered by whole new generation of amateur smartphone photographers and influencers, the genre has taken a new and exciting direction. The intimacy and erotic nature of this genre is now also injected with a dose of raw realism that further adds to the legitimacy of the image. This newly evolved aesthetic has been equally influential on fashion editorials and fashion ad campaigns from streetwear to luxury brands. In this series of photographs and the accompanying essay, the author/photographer aims to document such aesthetic by capturing the mood and fashion of the current times and analysis the background for such fashion editorial images.
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Suh, Sungeun. "Fashion Everydayness as a Cultural Revolution in Social Media Platforms—Focus on Fashion Instagrammers." Sustainability 12, no. 5 (March 5, 2020): 1979. http://dx.doi.org/10.3390/su12051979.
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This study qualitatively analyzes the phenomenon of fashion everydayness as a cultural revolution in the digital space as everyday life continues to expand into digital platforms. The analysis proceeded in four perspectives based on Lefebvre’s theoretical framework: the festivalization of everyday life, the artification of everyday life, the holistic stylization of everyday life, and cultural revolution as a daily practice. Instagram, the case for this study and the most popular image-centric social network, leads the digital aesthetics paradigm through creative acts that weave fashion into the daily life of the individual. The study focuses on three fashion mega-influencers whose successful careers began with blogs documenting their daily lives. The analysis showed that Instagram, as a social platform, is a creative space for sharing everyday life with its appropriation of time and space. In there, fashion visualizes the look of the everyday beyond the boundaries of time and space. In practice, it suggests a digital cultural revolution: a composite lifestyle expressive of various tastes and styles—a vital medium to inspire and sustain fashion everydayness. This has implications that the information and communication technology of the digital age created a new cultural space and that daily visualization through fashion will eventually produce sustainable cultural contents.
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Shen and de la Garza. "Developing the Digital Artifact for the Sustainability of Marketing Research Results." Sustainability 11, no. 23 (November 20, 2019): 6554. http://dx.doi.org/10.3390/su11236554.
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The rapid development of technology transforms the way researchers conduct projects, communicate with others, and disseminate findings. In addition to traditional presentations of research results, this paper argues that building a digital artifact is another optional method for the dissemination of research findings from the perspective of marketing. Thus, 20 Irish and Chinese micro-influencers were investigated from March 2016 to March 2019, and their microblogs were analyzed by text mining techniques. Consequently, the paper finds four types of keywords that micro-influencers apply to their marketing on social media. Based on the marketing keywords, a digital tool is designed to label fashion keywords in the microblogging automatically. The proposed tool not only contributes to model fashion bloggers’ content and increase the influence of marketing on social media but also enlightens marketing scholars to develop digital tools for the sustainability of disseminating research results.
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Martensen, Anne, Sofia Brockenhuus-Schack, and Anastasia Lauritsen Zahid. "How citizen influencers persuade their followers." Journal of Fashion Marketing and Management: An International Journal 22, no. 3 (July 9, 2018): 335–53. http://dx.doi.org/10.1108/jfmm-09-2017-0095.
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Purpose The purpose of this paper is to investigate how today’s new type of opinion leaders, “Citizen Influencers” (CIs), persuade their followers by exploring which characteristics contribute to their persuasiveness. Design/methodology/approach Combining theories within opinion leadership, celebrity endorsement, product placement and user-generated content (UGC) five source characteristics – namely, expertise, trustworthiness, likeability, similarity and familiarity – are investigated using fashion as an example. A longitudinal netnographic study of ten CIs and their UGC and six focus groups with followers of specific CIs on Instagram are conducted. Findings All five characteristics contribute to the persuasiveness of CIs with trustworthiness as the main contributor. CIs persuasiveness lies in their unique ability to encompass two opposing qualities simultaneously: being attainable and relatable like ordinary consumers; being taste leaders with superior, celebrity-like status. Research limitations/implications Only qualitative studies within the fashion category have been conducted, wherefore the relative weight between the two qualities cannot be quantified. Practical implications When choosing a CI, managers may consider: the amount of followers per CI as an indicator of influence; similarity between follower and CI as it provides the basis for trust; and the CIs personal universe on their Instagram profile as it leverage the meanings associated with the brand. Originality/value The key driver of CIs persuasiveness is their trustworthiness which mediates and amplifies the effect of the other four characteristics. CIs’ persuasive power rests upon the balancing act of being relatable and aspirational.
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Luvaas, Brent. "Post No Bill: The Transience of New York City Street Style." Fashion Studies 1, no. 1 (2018): 1–20. http://dx.doi.org/10.38055/fs010101.
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The sidewalks outside New York Fashion Week are lined with makeshift plywood walls. They are designed to keep pedestrians out of construction zones, but they have become the backdrops of innumerable “street style” photographs, portraits taken on city streets of self-appointed fashion “influencers” and other stylish “regular” people. Photographers, working to build a reputation within the fashion industry, take photos of editors, bloggers, club kids, and models, looking to do the same thing. The makeshift walls have become a site for the staging and performance of urban style. This photo essay documents the production of style in urban space, a transient process made semi-permanent through photography.
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Sung, Heewon, Eun Young Kim, and Eun Joo Park. "PROFILING MARKET INFLUENCERS: COMPARIONS OF MARKET MAVEN, OPINION LEADERS, AND FASHION LEADERS." Global Fashion Management Conference 5, no. 3 (June 30, 2015): 758–59. http://dx.doi.org/10.15444/gfmc2015.05.03.04.
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Pedroni, Marco. "Meso-celebrities, fashion and the media: How digital influencers struggle for visibility." Film, Fashion & Consumption 5, no. 1 (August 1, 2016): 103–21. http://dx.doi.org/10.1386/ffc.5.1.103_1.
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Hecker, Pierre. "Islam. The Meaning of Style." Sociology of Islam 6, no. 1 (April 18, 2018): 7–28. http://dx.doi.org/10.1163/22131418-00601001.
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The title of this paper is a reference to Dick Hebdige’s famous book Subculture. The Meaning of Style, which was published in 1979 and became one of the most influential works to emerge from the legendary Birmingham Centre for Contemporary Cultural Studies (cccs). Hebdige’s study explores the subversive implications of style in post-war British subcultures. The purpose of the following article is to apply his ideas on subculture and style to the discourse on fashion and Islam, with a particular focus on the debate over “modest fashion” in Turkey. Hebdige’s approach will be utilized here principally in order to explore the representation of Islam in fashion and to critically reflect upon the ideological dimensions of “modest fashion”. The present author argues that “modest fashion”, as represented in everyday dress, fashion and lifestyle magazines, advertisements, and fashion shows, is exemplary of the breakdown of consensus among pious Muslims in present-day Turkish society. Furthermore, this article aims to strengthen and reflect upon the use of semiotics in the field of Islamic studies. It draws on data collected during the first international Istanbul Modest Fashion Week held in Istanbul’s historic Haydarpaşa Train Station on 13 and 14 May 2016, as well as on journal articles, media contributions, fashion advertisements, and interviews conducted by the author with fashion designers, influencers, and the organizers of the Istanbul Modest Fashion Week.
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Adrianto, Rifqi, and Kurnia. "Kredibilitas Influencer dalam Membentuk Kepercayaan Konsumen terhadap Brand." Jurnal Riset Manajemen Komunikasi 1, no. 1 (July 14, 2021): 54–60. http://dx.doi.org/10.29313/jrmk.v1i1.117.
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Abstract. Advertising and promotion campaigns often involve influencers to deliver messages through the media to increase consumer trust in the brand. In addition, influencers have a level of credibility which has an impact on the level of trust in the brand. Zilingo is one of the fashion e-commerce brands on the online platform, which also takes advantage of influencers' credibility in their advertising campaign strategy. However, in entering the eMarket Platform, Zilingo as a new E-commerce platform is required to be able to build brand trust in order to compete with e-commerce brands that have previously existed as market leaders. Establishing trust in a brand is very important because Brand Trust is the main consideration for consumers to buy products. The research has several variables, namely Trustworthiness, Expertise, Similarity, Attractiveness as the independent variable and Brand Trust as the dependent variable. This research uses a quantitative approach and a positivist paradigm based on observations of social realities that occur. The research population is Zilingo consumers. The data collection technique is done by using non probability sampling. Based on the calculation of the sample formula, it is known that the number of samples in this study was 100 respondents. The results showed that Trustworthiness, Expertise, Similarity, Attractiveness had a significant positive effect on Brand Trust.
Abstrak. Kampanye periklanan dan promosi seringkali melibatkan influencer untuk mengantarkan pesan melalui media guna meningkatkan kepercayaan konsumen terhadap brand. Selain itu, Influencer memiliki tingkat kredibilitas yang berdampak pada tingkat kepercayaan terhadap brand. Zilingo merupakan salah satu fashion e-comerce brand pada Platform online, yang juga memanfaatkan kredibilitas influencer dalam strategi kampanye iklannya. Namun, dalam memasuki eMarket Platform, Zilingo sebagai new E-comerce dituntut mampu membangun kepercayaan brand agar dapat bersaing dengan e-comerce brand yang telah lebih dahulu ada sebagai market leader. Membentuk kepercayaan terhadap brand merupakan hal yang sangat penting karena Brand Trust menjadi pertimbangan utama konsumen untuk membeli produk. Dalam penelitian memiliki beberapa Variable yaitu Trustworthiness, Expertise, Similarity, Attractiveness sebagai Variable independent dan Brand Trust sebagai Variable dependent. Dalam penelitian ini digunakan pendekatan kuantitatif dan paradigma positivism berdasarkan pengamatan terhadap realitas sosial yang terjadi. Populasi penelitian yaitu konsumen Zilingo. Teknik pengumpulan data dilakukan dengan non probability sampling. Berdasarkan perhitungan rumus sampel diketahui bahwa jumlah sampel penelitian ini adalah 100 responden. Hasil penelitian menunjukkan bahwa Trustworthiness, Expertise, Similarity, Attractiveness memiliki pengaruh positif yang signifikan terhadap Brand Trust.
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Nannini, Victoria. "Fashion consumption in digital media: Multiple practices and new identities." Fashion, Style & Popular Culture 7, no. 4 (October 1, 2020): 519–37. http://dx.doi.org/10.1386/fspc_00041_1.
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It is possible to assert that the fashion system constitutes a complex device that determines consumption agendas. Fashion clothing is massively consumed, and consumer habits are deeply affected by online advertising. These consumption practices are not simply passive, sometimes they are creative, yet they are still part of the fashion disciplinary device. In these consumption practices, a range of expressions and discourses between individuals may be detected as well as multiple subjectivities under construction within contemporary societies. The intention of this article is to shed some light on the role of online fashion consumption practices within our societies, which are traversed by daily and prevailingly online advertising and encourage increased consumption. ‘Influencers’ are one novel example of how online advertising is subtly influencing fashion consumption. Even though consumers show certain tendencies in acquiring fashion clothing from specific brands, via different digital media outlets depending on their socioeconomic status and their peer groups, their consumption practices may try to subvert the conventional formats through which fashion clothing has been consumed traditionally. Nevertheless, as much as these practices seem to promote freedom, they might confirm the tactics of the system and just be a part of the algorithmic logic that imposes certain products, reproducing established categories.
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Makkar, Marian, and Sheau-Fen Yap. "The anatomy of the inconspicuous luxury fashion experience." Journal of Fashion Marketing and Management: An International Journal 22, no. 1 (March 12, 2018): 129–56. http://dx.doi.org/10.1108/jfmm-08-2017-0083.
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Purpose The purpose of this paper is to address the following questions: how do consumers construct meaning around their inconspicuous luxury fashion experiences? What desires do inconspicuous consumers strive to fulfill? What sentiments do they associate with their inconspicuous luxury fashion consumption? Design/methodology/approach This exploratory research begins with a netnographic study of 11 online luxury blogs followed by in-depth interviews and home observations of ten luxury consumers with inconspicuous preferences in Dubai. Findings Inconspicuous choices are not simply for associative or dissociative motivations but several symbolic consumption schemas come into play. A typology of inconspicuous luxury fashion consumers has emerged: fashion influencers, trendsetters, fashion followers, and luxe conservatives. Practical implications The findings have potential to yield important managerial implications for fashion retailers and brand communications. The typology of inconspicuous consumers provides a basis for developing a more targeted relationship marketing program for luxury fashion brands. Originality/value This research advances luxury knowledge in fashion and consumer behavior research by unveiling how consumers construct meanings around their inconspicuous consumption. The typology developed in this study marks the starting point for further extensions to explore the complexities of inconspicuous luxury consumers, which are grounded in the roles they take on in society, how they plan their luxury consumption journey and how they eventually use these possessions for self-identification and communication to others.
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Schwemmer, Carsten, and Sandra Ziewiecki. "Social Media Sellout: The Increasing Role of Product Promotion on YouTube." Social Media + Society 4, no. 3 (July 2018): 205630511878672. http://dx.doi.org/10.1177/2056305118786720.
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Since its foundation in 2005, YouTube, which is considered to be the largest video sharing site, has undergone substantial changes. Over the last decade, the platform developed into a leading marketing tool used for product promotion by social media influencers. Past research indicates that these influencers are regarded as opinion leaders and cooperate with brands to market products on YouTube through electronic-word-of-mouth mechanisms. However, surprisingly little is known about the magnitude of this phenomenon. In our article, we make a first attempt to quantify product promotion and use an original dataset of 139,475 videos created by German YouTube channels between 2009 and 2017. Applying methods for automated content analysis, we find that YouTube users indeed are confronted with an ever-growing share of product promotion, particularly in the beauty and fashion sector. Our findings fuel concerns regarding the social and economic impact of influencers, especially on younger target groups.
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Martín García, María Teresa, and María Yolanda Martínez Solana. "Mujeres ilustradoras en Instagram: Las influencers digitales más comprometidas con la igualdad de género en las redes sociales / Women illustrators on Instagram: digital influencers more committed to gender equality in social networks." Revista Internacional de Cultura Visual 6, no. 2 (February 22, 2019): 59–68. http://dx.doi.org/10.37467/gka-revvisual.v6.1889.
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ABSTRACTIn recent years a new digital phenomenon has emerged, as a result of the development of social networks: the influencers. It is a trend closely related to the field of women's fashion and that increases sexist stereotypes. At the same time, a feminist current has become strong, led by millennial women (in many cases artists) who want to make real women visible and who take advantage of their influence on Instagram to claim gender equality. This paper analyzes the work and the main contributions of the most influential feminist instagramers, in contrast to fashion instagramers.RESUMENEn los últimos años ha surgido un nuevo fenómeno digital, ligado al desarrollo de las redes sociales: los influencers; una corriente muy vinculada al ámbito de la moda femenina y que ha terminado por reforzar los estereotipos sexistas existentes. Al mismo tiempo, ha cobrado fuerza una corriente feminista, encabezada por mujeres millennials (en muchos casos artistas) que quieren visibilizar a las mujeres reales y que aprovechan su influencia en Instagram para reivindicar la igualdad de género. En este trabajo se analiza el trabajo y las principales aportaciones de las instagramers feministas más influyentes, en contraposición con las instagramers de moda.
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Haenlein, Michael, Ertan Anadol, Tyler Farnsworth, Harry Hugo, Jess Hunichen, and Diana Welte. "Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co." California Management Review 63, no. 1 (October 13, 2020): 5–25. http://dx.doi.org/10.1177/0008125620958166.
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Influencer marketing represents a $10 billion industry in 2020 and is becoming of increasing relevance for many firms, especially those operating in a business-to-consumer environment. Few firms in the fashion, beauty, travel, food, or beverage industries are running marketing campaigns these days that do not include, at least to some share, a collaboration with popular users on platforms such as Instagram and TikTok. However, many marketing managers still have a less than adequate understanding of those platforms compared with their knowledge of more traditional media channels and often find it hard to make the right decision in this fast-moving environment. To provide some guidance in this respect, this article aims to give an introduction to the most critical platforms for influencer marketing. It then presents advice to firms who want to engage in influencer marketing as well as specific questions on identifying the right influencers to collaborate with.
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Kim, Hee young, and Ji soo Ha. "Narrative Identity Expression of Fashion Micro Influencers by the Space - Focused on Instagram -." Korean Society of Fashion Design 19, no. 3 (September 30, 2019): 149–66. http://dx.doi.org/10.18652/2019.19.3.9.
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Armstrong, Kate, Eva Schwarz, Marta Blazquez, and Matteo Montecchi. "BEYOND THE METRICS: EXPLORING THE IMPACT OF SOCIAL MEDIA INFLUENCERS IN THE FASHION SECTOR." Global Fashion Management Conference 2, no. 3 (June 30, 2015): 182–86. http://dx.doi.org/10.15444/gfmc2015.02.03.01.
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Ji, Hyelim, and Mi Sook Kim. "Effects of Fashion Influencers' Characteristics on Instagram Information Acceptance, Continuance Usage Intention and Purchase Intention Moderating Effects of Influencer Type." Journal of the Korean Society of Costume 71, no. 3 (June 30, 2021): 60–75. http://dx.doi.org/10.7233/jksc.2021.71.3.060.
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Martínez-Sanz, Raquel, and Cristina Gónzález Fernández. "Comunicación de Marca en Instagram, ¿Una Cuestión de Género? El Rol del Influencer de Moda." Masculinities & Social Change 7, no. 3 (October 21, 2018): 230. http://dx.doi.org/10.17583/mcs.2018.3693.
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Young people have found in the social networks the perfect space to inform and be informed. However, only a few have the ability to influence in purchasing decisions, lifestyle or preferences of the rest. The so-called social influencers have become an active part of brand communication, especially those dedicated to fashion. This research puts the focus on the strategies, resources and calls to participation used for the main Spanish fashion prescribers in their communication through Instagram. The gradual incorporation of men into this sector requires identifying the attitudes and forms of the connection -generating participation- or not taking into account the genre of the author and the type of values he projects. Through content analysis, the communicative activity of the 13 most outstanding characteristics is monitored in 2017. The results show a very similar use of recovery techniques, mainly promotional; dubious compliance with Spanish regulations on advertising - which obliges authors to explicitly state any message that promotes a product or service of a contractual relationship; and the use of the image to build idyllic lives from everyday scenes.
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Shin, Eonyou, and Jung Eun Lee. "What makes consumers purchase apparel products through social shopping services that social media fashion influencers have worn?" Journal of Business Research 132 (August 2021): 416–28. http://dx.doi.org/10.1016/j.jbusres.2021.04.022.
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Köse, Şirin Gizem, and Ebru Enginkaya. "Fashion Customers’ E-Wom Behavior: An Exploratory Study." European Journal of Multidisciplinary Studies 5, no. 1 (May 19, 2017): 479. http://dx.doi.org/10.26417/ejms.v5i1.p479-479.
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In today’s digitalized word, it is inevitable that customers interact with each other and affect each other's behavior. Therefore e-wom has become an important subject in digital marketing literature. The rise of the social media has affected consumer behavior in a significant way and e-wom is one of the most captious elements (Ng. et. al. 2015). Increasing competition, globalization, and digitalization have made e-wom a subject that both academic literature and practitioners should take into account. As a member of a society, an individual has a tendency to tell good or bad experiences, feelings and information to other individuals and this tendency is often a natural necessity. Since individuals shape their purchase decisions according to the information and experience they gained, word of mouth concept has become one of the most influential factor in forming attitudes and behavior (Türker, 2014). Fashion has become an industry which is influenced by opinion leaders more than magazines or designers and therefore it is accepted that those people have strenght to effect the perception of a brand. Fashion brands take the advantage of visual influencers' network effects and therefore online visual platforms have become another marketing channel for them. However the important point is to balance the increased empowerment of customers to speak about the brand while at the same controlling the strategic brand management purposes. (Wolny - Mueller,2013) As a consequence of having specific features such as having short lifecycles and being dynamic, the fashion industry has become one of the influential communication strategies that fashion brands place emphasis on. In this study, e-wom behavior of customers in the fashion industry is explored from the perspective of personality traits. This study examines the impacts of personality traits on customers’ e-wom and purchase behavior. Furthermore, the relationship between e-wom and purchase behavior behavior in fashion industry was also examined. A survey was conducted to collect the data. Results showed that there is a significant relationship between conscientiousness, neuroticism, agreeableness and advice seeking, and there is a significant relationship between conscientiousness, neuroticism, agreeableness, openness to experience and opinion giving and passing. Another result showed that all personality traits included in the study except conscientiousness have a significant relationship with purchase behavior. Also, opinion passing, opinion giving and passing have a significant relationship with purchase behavior. It is aimed that e-wom behavior is studied from a large perspective and thus, the study will have both academic and practical suggestions.
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Giantika, Gan Gan. "Strategy Pemanfaatan Instagram Sebagai Media Komunikasi Dan Penjualan Fashion Muslim Online (Studi Deskriptif Kualitatif Akun Instagram @zilohijab)." Jurnal Komunikasi 10, no. 2 (September 3, 2019): 169–75. http://dx.doi.org/10.31294/jkom.v10i2.6219.
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The digital age makes communication enter a new phase. The widespread use of gadgets nowadays, making activities through gadgets more often done. New technology is increasingly advanced, the internet is increasingly easy to access, more applications and social media to communicateare also increasingly diverse. One service product that was born thanks to internet acces is social network, namely Instagram. Instagram is a social media that has visual power. With this power, many individuals and companies use it to attract the attention of the public, one of them is the @zilohijab Instagram account. This study wants to reveal the use of Instagram as a means of communication an sales of Muslim fashion on the Instagram account @zilohijab. The method used by researchers in this study is a descriptive qualitative research method. In the discussion of this study resulted in several strategies used by @zilohijab in planning the content of messages on his Instagram account including Instagram @zilohijab with the concept of Trusted Muslim Fashions used as a teaser, approaching through community building, working with influencers to produce content and product curation, as well as designing story to strengthen visual content with an emotionless strategy. The conclusion in this study is that the strategy designed by @zilohijab has been carried out to the maximum because the strategy is based on the concept and character. Keywords : Strategy, Instagram, Media Communications, Sales
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Feijoo, Beatriz, and Charo Sádaba. "The Relationship of Chilean Minors with Brands and Influencers on Social Networks." Sustainability 13, no. 5 (March 5, 2021): 2822. http://dx.doi.org/10.3390/su13052822.
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This article presents the results of a study that sought to analyze the relationship between minors and brands on social media. The frequency with which minors search for or share information or subscribe to brand web pages was measured, as well as their following of influencers, who commonly refer to consumer goods. The main purpose of this article is to contribute to learning about the commercial environment that surrounds children in their routines on social media, particularly because of their growing influence in home purchasing decisions. The results, obtained from a survey applied in 501 homes in the Metropolitan Area of Santiago de Chile to minors between 10 and 14 years old, show that the respondents effectively interact with brands through social media. Although it is not a widespread practice among 10- to 12-year-olds, it is increasingly becoming present among 13- to 14-year-olds. Children seem most interested in sportswear, fashion, and technology brands, areas in which children have significant influence in family purchasing decision. Following influencers through social media is also a common activity among minors. In particular, the age groups here studied preferred to follow celebrities, particularly from the worlds of music, football, or YouTube, over specific brands.
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Firdaus, Veby Sabrina. "ACARA PERAGAAN BUSANA "TRUCE: THE TRUE ELUCIDATION OF CYBERBULLYING"." Commed : Jurnal Komunikasi dan Media 3, no. 1 (February 6, 2019): 79. http://dx.doi.org/10.33884/commed.v3i1.609.
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Internet is one of the newest medias that has been commonly used by the public. One of the problems which has been happening very often lately is the misuse of the internet mostly done by teenagers in Indonesia on social media, where social media is often used as a tool of cyberbullying. This fact is the main reason why the creators made an event that is also a campaign to spread awareness and invitation to not do cyberbullying with the social media influencers and teenagers as our main target audience. The event was a fashion show mixed with theatre acting and hip hop music. The main theme shown for this fashion show is Street Style with a touch of hip hop music because lately, hip hop is one of the popular music genres among society, especially the young people. Hip hop is considered to be a popular genre because it is known for its critical lyrics with deep meanings. The creators use theories such as Event Management Theory, Fashion Show Theory, Music Theory, Theatrical Theory, Social Criticism Theory, Social Message Theory, Cyberbullying Theory and Social Media Theory. The main theories that are used are Campaign Theory and K. Berlo's Communication Theory. The creators held this event entitled “TRUCE" which means The True Elucidation of Cyberbullying. The creators hope that this event will have an effect in the eyes of the general public and prevent themselves to not do cyberbullying.
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Tiggemann, Marika, and Isabella Anderberg. "Muscles and bare chests on Instagram: The effect of Influencers’ fashion and fitspiration images on men’s body image." Body Image 35 (December 2020): 237–44. http://dx.doi.org/10.1016/j.bodyim.2020.10.001.
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Mu'tamiroh, Wifkil, and Bagong Suyanto. "Hegemonic practices of online local fashion brands in the information society era during the Covid-19 pandemic." Jurnal Sosiologi Dialektika 16, no. 1 (March 31, 2021): 53. http://dx.doi.org/10.20473/jsd.v16i1.2021.53-63.
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The Covid-19 pandemic has had an impact on people around the world, including in Indonesia, particularly regarding the social and economic aspects of life, including the online economic agents. This study looks at and analyzes the hegemonic practices carried out by online economic agents in relation to the consumer so then they can survive and benefit during the Covid-19 pandemic. The theory used is hegemony according to Antonio Gramsci. This study used a qualitative research design. The research subjects were the owners of online local fashion brands that have developed in East Java. The primary data was collected from interviews and secondary data is from books and journal articles. The results of this study show that the local brands had a good level of performance during the Covid-19 pandemic, as seen from the observations conducted on Instagram. Hegemonic practices by online economic agents consist of three methods. First, there is using the social media platform Instagram. Second, there is always being productive. Third, there is collaborating with social media influencers (endorsement). The hegemonic practices happened by the social media so that it can influence people to follow their Instagram accounts and buy the products offered.
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e Castro, Luciano Thomé, Marcos Fava Neves, W. Scott Downey, and Manami Kawagushi Torres. "The Brazilian cotton marketing initiative: ‘Sou de Algodão’ case." International Food and Agribusiness Management Review 21, no. 5 (June 15, 2018): 669–78. http://dx.doi.org/10.22434/ifamr2018.0025.
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This case shares the experience of Arlindo Moura, president of ABRAPA (Brazilian Association of Cotton Producers), who led the implementation of a plan to incentivize the use of cotton in Brazil. The plan was built after analyzing the relevant cotton value chain, which includes producers, spinners, textile manufacturers, clothing manufacturers, fashion influencers, universities and consumers. A network of service providers and supporters were aligned around the objective of growing the volume of cotton used throughout the chain. The case shows the strategy behind the campaigns and several promotional actions. Students are presented with challenges related to moving the effort forward following a successful program launch and are asked to consider what ABRAPA should consider in order to establish a continuous, long term and self-sustained effort of increasing cotton demand. Marketing, finance and governance issues are included.
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Brown, Gustav. "Conforming Choices: Peer Influence, Adoption, and Interpretation of the Islamic Headscarf in Indonesia." Sociology of Religion 80, no. 3 (2019): 372–98. http://dx.doi.org/10.1093/socrel/sry057.
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AbstractThis article examines the role of peer influence in structuring adoption and interpretation of the Islamic headscarf among young Muslim women in Indonesia. I argue that approaches to the jilbab fall into two broad-based categories of practice, each of whose practitioners play distinct roles in the social process driving both adoption and interpretation of the headscarf. Proactively pious Muslims act as “influencers” who encourage adoption by morality signaling (i.e., signaling “virtue” and “correct-ness” to others) in the immediate social environment. The reactively pious adopt the practice in response to the internalized urge to conform to new expectations within a pietized field, but then transform the practice by treating it as a commodified element in broader repertoires of fashion and femininity. The result is both a pietized social field and one in which piety has been informalized.
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Langaro, Daniela, Sandra Maria Correia Loureiro, and Ana Beatriz Paula. "ARE NEW DIGITAL INFLUENCERS RUINING YOUR BUSINESS? THE EFFECTS OF NEGATIVE WORD-OF-MOUTH INITIATED BY SOCIAL MEDIA NEW INFLUENCERS IN FASHION ON CONSUMERS´ INTENTIONS TO PURCHASE AND RECOMMEND THE BRAND." Global Fashion Management Conference 2019 (July 11, 2019): 799–803. http://dx.doi.org/10.15444/gfmc2019.07.08.01.
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Langaro, Daniela, Sandra Maria Correia Loureiro, and Ana Beatriz Paula. "ARE NEW DIGITAL INFLUENCERS RUINING YOUR BUSINESS? THE EFFECTS OF NEGATIVE WORD-OF-MOUTH INITIATED BY SOCIAL MEDIA NEW INFLUENCERS IN FASHION ON CONSUMERS´ INTENTIONS TO PURCHASE AND RECOMMEND THE BRAND." Global Fashion Management Conference 2019 (July 11, 2019): 799–803. http://dx.doi.org/10.15444/gfmc2019.08.01.
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