... Quelhas-Brito can be contacted at: pbrito@fep.up.pt Fashion influencers Fashion leaders Opinion leadership Fashion consumers Parasocial relationship Social media fashion influencers (SMFIs) are individuals who have high established credibility resulting in high trusts and connections...

... moderate the influence of consumers’ materialism, fashion involvement and opinion leadership on interpersonal attraction to the celebrity, wishful identification with the celebrity, emotional quotient, involvement with the ads, advertising believability and willingness to buy the advertised fashion...

... who is independent is aware of social norms but not affected by them and hence docs not necessarily show fashion innovativeness. This study examines the bi‐dimensional concept of individuality and investigates its relationship to fashion innovativeness and opinion leadership. Data were obtained from...