...-structured interviews with fashion influencers and the collection of secondary data from their Instagram posts. Interview data were analyzed using thematic analysis, while the posts were examined through still image semiotic analysis. Findings The research reveals that influencers construct authenticity...

...Sara Lewis Hood; Kristin Anne Thoney-Barletta; Lori Rothenberg Purpose This study explored the role that Instagram, a prominent social media platform, plays in the consumer decision-making process of young adults (age 18–27 years) in the United States as they shop online for apparel and interact...

...Jiyoung Kim; Xi Yu Leung; Brittany McKneely Purpose Using social capital theory as the theoretical framework, the purpose of this study is to examine if shared value, the norm of reciprocity and social bonding within a small fashion brand's Instagram page transfers to the overall perception...

...Aida Molina-Prados; Francisco Muñoz-Leiva; M. Belén Prados-Peña Purpose The purpose of this paper is to analyze how fashion consumers behave when they make purchases using social media platforms – specifically, Instagram. In particular, the work examines the role played by consumer–brand...

...Danielle Sponder Testa; Sonia Bakhshian; Rachel Eike Purpose The purpose of this study was to explore drivers of consumer engagement with sustainable fashion brands on Instagram to specifically answer the research question: what drives popularity of sustainable fashion among digital consumers...

...Ashleigh McFarlane; Emma Samsioe Purpose This paper demonstrates how #50+ fashion Instagram influencers contribute to the social construction of cognitive age through their aesthetic digital labours. Design/methodology/approach Non-participative netnography was used in the form of visual...

...Sony Kusumasondjaja Purpose The purpose of this paper is to examine the strategic importance of visual aesthetics and presentation modality for consumer responses to fashion luxury brand content posted on Instagram. Design/methodology/approach A content analysis of 40,679 posts on the official...

...) perspective. Four SNS platforms – Facebook, Instagram, Pinterest, and Twitter – were examined. Design/methodology/approach The study presents a mixed-methods approach to develop and test a motivations framework among millennial consumers that will lead to practical understanding of both the existence...

... netnographic study of ten CIs and their UGC and six focus groups with followers of specific CIs on Instagram are conducted. Findings All five characteristics contribute to the persuasiveness of CIs with trustworthiness as the main contributor. CIs persuasiveness lies in their unique ability to encompass...

...Helen Goworek, Patsy Perry and Anthony Kent; Ana Roncha; Natascha Radclyffe-Thomas Purpose – The purpose of this paper is to demonstrate the power of social media networks, namely Instagram, in building brand communities and co-creating value for brands. By analysing the 2015 campaign...