Maximizing Fashion Influence on Instagram

Abstract

[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.