Shaping the Perceptions of Fashion Consumers by Influencers on Digital Platforms in the Era of COVID-19

Yaa Amponsah Twumasi and Bismark Dzahene-Quarshie
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Yaa Amponsah Twumasi: Universtiy of Ghana Business School, Ghana
Bismark Dzahene-Quarshie: University of Professional Studies, Accra, Ghana

International Journal of E-Entrepreneurship and Innovation (IJEEI), 2022, vol. 12, issue 2, 1-13

Abstract: The recent outbreak of COVID-19 is taking the fashion industry through a challenging period. The industry's activities are now being more facilitated by digital platforms/influencers in the dispensation of products than ever before. This study seeks to investigate digital platforms/influencers in developing countries and their impact on the fashion industry. The study also explores the challenges of information asymmetry online, drawing on the lemon market theory (LMT), as the theoretical lens. Qualitative data was collected from twenty-two respondents; the research findings indicate that the use of digital platforms/influencers is essential in reaching the industry's vital consumers. Also, information asymmetry is the greatest challenge as far as e-business is concerned.-The contribution of this study reposes the use of LMT to determine how information asymmetry is leveraged. In terms of the policy, this research provides strategies for discussions on security and trust for policymakers to secure payment and delivery in e-business.

Date: 2022
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