How do influencers on Instagram shape consumer behavior in the fashion vertical?

Abstract

Social media influencers represent a new type of independent, third-party endorsers who shape an audience’s attitudes through blogs, tweets, and the use of other social media channels . Influencers have become a new communication channel in the marketing mix of companies to reach a much more targeted audience . Fashion vertical is interesting since it influences many aspects of our lives. It has both economic and social value and provides individuals with a tool to express themselves and create an identity . Instagram is increasingly becoming a go to platform for fashion influencers. It has shown a steady increase in the number of active users related to the fashion industry and fashion brands have significantly more followers and interactions than other types of brands . Our research focuses on observing and analyzing several factors that affect the way people engage with Instagram influencers within the fashion industry. The findings involve qualitative and quantitative analysis backed by both primary and secondary research.