Opinion Leaders, Short Videos and Virtual Communities in the Fashion Industry

Peng Chen
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Peng Chen: Jiujiang University

Chapter Chapter 3 in The Art of Digital Marketing for Fashion and Luxury Brands, 2021, pp 51-79 from Springer

Abstract: Abstract Research on opinion leaders can be traced back to Lazarsfeld and colleagues’ work in 1944. Research in the 1970s and 1980s focused on the characteristics, identity and influence of opinion leaders. In the past 20 years, with the development of internet technology, the role of opinion leaders in marketing, public affairs, medical treatment, management, tourism, fashion and other fields has attracted the interest of a large number of scholars. Short videos, as a form of social media, have become a new growth point of network marketing in recent years. Internet celebrities, as modern internet opinion leaders, are active in various virtual communities and attract the attention of internet users. They have a significant influence on the marketing campaigns of the fashion industry. Drawing on social influence theory, this chapter will provide some insights into the relationship between internet celebrities and virtual communities in the fashion industry, and it will ask: How can fashion brands connect with consumers through the virtual community built by internet celebrities?

Keywords: Virtual communities; Internet celebrities; Marketing compaigns; Social influence theory (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-70324-0_3

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DOI: 10.1007/978-3-030-70324-0_3

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