The Evolution of the Applications of Influencers for Fashion Brands on Social Media

Liru Jiang (), Gianpaolo Vignali () and Stephen Doyle ()
Additional contact information
Liru Jiang: University of Manchester
Gianpaolo Vignali: University of Manchester
Stephen Doyle: University of Manchester

A chapter in The Garment Economy, 2023, pp 137-158 from Springer

Abstract: Abstract The topic of social media influencers is widely discussed, especially in the fashion industry. Although many theoretical contributions in this area have been made in the past, new developments in influencer marketing are being studied based on new features in the recent world. This book chapter aims to clearly show the different academic understandings about ‘influencer’ and ‘social media influencer’ based on time order. In addition, by critically discussing social media influencers based on theoretical models (such as source models and market levels), academic contributions will be made to the understanding and use of those models based on the developing features of fashion social media influencers. The conceptual method (critical review) is employed in writing this book chapter. A conceptual method can contribute to a meaningful conclusion regarding the developments of social media influencer marketing; in addition, the critical literature review can link previous studies for getting a comprehensive understanding and figuring out the academic gaps. The literature of this chapter mainly includes four sections: definitions of social media influencer, theoretical models for measuring the effectiveness of social media influencers, the application of social media influencers for fashion brands, and opportunities/challenges for social media influencers.

Keywords: Social media; Social media influencers; (Traditional) influencers; Fashion brands; Social media influencer marketing (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-031-33302-6_8

Ordering information: This item can be ordered from
http://www.springer.com/9783031333026

DOI: 10.1007/978-3-031-33302-6_8

Access Statistics for this chapter

More chapters in Springer Texts in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().