Role of social media influencers in fashion and clothing

Title

Role of social media influencers in fashion and clothing

Creator

Agarwal A.; Jaiwant S.V.

Description

This study provides an overview of the influence of social media influencers in the fashion and clothing industry. With the increasing presence of social media in people 's lives, individuals are easily influenced by what they see online, leading to the adoption of trends promoted by influencers. Influencers, who have established their personal brand and gained a substantial following, play a key role in shaping consumer preferences and driving sales. Social media platforms allow fashion brands to connect with their audience, democratizing fashion shows and enabling direct interaction. The rise of fast fashion and the influence of fashion influencers have contributed to the growth of the clothing industry. Businesses are now utilizing AI-powered analytics and dedicated platforms to enhance their influencer marketing strategies. In summary, social media influencers have a significant impact on consumer behavior, driv- ing sales and shaping trends in the fashion and clothing industry. 2023, IGI Global. All rights reserved.

Source

Social Media and Online Consumer Decision Making in the Fashion Industry, pp. 203-229.

Date

2023-01-01

Publisher

IGI Global

Coverage

Agarwal A., CHRIST University (Deemed), India; Jaiwant S.V., CHRIST University (Deemed), India

Rights

Restricted Access

Relation

ISBN: 978-166848755-6; 978-166848753-2

Format

Online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/978-1-6684-8753-2.ch012

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85169521784&doi=10.4018%2f978-1-6684-8753-2.ch012&partnerID=40&md5=8341bc5ea4981344eb69462faac040b4