Social media in the fashion industry

Last updated

Social media in the fashion industry refers to the use of social media platforms by fashion designers and users to promote and participate in trends. Over the past several decades, the development of social media has increased along with its usage by consumers. The COVID-19 pandemic was a sharp turn of reliance on the virtual sphere for the industry and consumers alike. Social media has created new channels of advertising for fashion houses to reach their target markets. [1] Since its surge in 2009, luxury fashion brands have used social media to build interactions between the brand and its customers to increase awareness and engagement. [1] The emergence of influencers on social media has created a new way of advertising and maintaining customer relationships in the fashion industry. Numerous social media platforms are used to promote fashion trends, with Instagram and TikTok being the most popular among Generation Y and Z. [2] The overall impact of social media in the fashion industry included the creation of online communities, direct communication between industry leaders and consumers, and criticized ideals that are promoted by the industry through social media.

Contents

Background

In 2003, at the beginning of social media development, MySpace was founded as a “social networking service.” It allowed people to create a profile, connect with other people, and post videos, pictures, and songs. [3] As MySpace grew in popularity, it attracted interest from companies wishing to promote their brands on the social platform. MySpace is most well known for exposing musicians and artists who made it big in the industry, and companies wanted to capitalize on their popularity by making brand deals. [4] One of MySpace’s deals was with Chevrolet, putting on a ‘secret show’. They had a ‘secret’ list of 10 top artists on MySpace, and many artists posted about the show on their accounts. Another brand deal was with Gucci promoting their “Gucci Synch Watch”, which was very successful as Gucci tapped into the youthful audience on MySpace and advertised a sleek, simple, trendy unisex watch. [5]

In 2005, Youtube was released and remains one of the most popular social media platforms today. Youtube allows users to upload videos and is free to anyone with access to the internet. [6] It grew in popularity offering a range of videos: vlogs, cooking, health and diet videos, step-by-step tutorials, tutoring help, and more. Much like MySpace, users create accounts and can build a following, often referring to themselves as ‘YouTubers.’  When Youtube grew in popularity, it piqued the interest of brands wanting to partner with Youtube and individual YouTubers. [7] Some brand deals were made by having ads at the beginning of each video, and the YouTuber would make a profit from each view they receive. Some deals are made by individual YouTubers thanking the brand in videos and promoting the brand's products. [8] More recently, Youtube has delved into fashion. While there were always youtube channels for Vogue and other fashion companies, popular YouTubers have been invited to different fashion shows and have filmed experiences there. Brands are able to target individual YouTubers based on their followers and the target audiences.

In 2010, Instagram was launched, which enlarged the scope of fashion advertising. Instagram allows people to post pictures and short videos with the ability to tag different accounts. [9] For brand deals, companies can simply be tagged in a picture instead of creating ads or lines for a user to say. In each picture, users can tag the brands of clothing they were wearing, making it very easy to promote brands. [10] Additionally, Instagram could display ads on users' feed based on other posts the users liked, which used by fashion companies to target their potential customers. Users also use Instagram to promote fashion when they get invited to fashion events. For example, they can take a picture at the event and post it to their Instagram and put their location at the venue and tag the company.

During the beginning of the Covid-19 pandemic, companies relied more on social media to keep their public virtually engaged. Fashion companies had virtual fashion shows, creating videos and content about their designs. [11] As social media expands and new platforms come into existence, new ways of advertising are projected to be created.

Uses

Advertising

Social media is a popular use of advertisement in the fashion industry. Information sharing has expanded due to the growth of social media platforms, which impacts social consumer involvement with fashion brands. [12] Fashion companies use social media platforms to reach customers on emotional levels and stoke engagement with brand images and messages. Researchers in the United Kingdom have demonstrated that engaging with customers with social media messages that express social passion, social tendency, and personal warmth can boost social engagement with fashion brands. [13] In social spheres, fashion is a method for individuals to represent their distinction through clothing. Some people who desire to socially influence others through their fashion and style now have the possibility thanks to social media in the fashion sector. Customers who want to purchase fashion brands frequently follow fashion authorities on social media and heed their recommendations for purchasing fashion products. [14]

Influencers

Companies leveraged celebrities' fame and social standing to advertise their brands, as Tommy Hilfiger did when incorporating social media into their marketing strategy, making Gigi Hadid, who has 15.5 million Instagram followers as of 2016, a brand ambassador. Though recent developments in social media platforms have led to an increase in the awareness of influencers. [15] Influencer marketing has emerged as a fast expanding marketing strategy in various industries as a result of the unheard-of increase in the number of social media influencers' followers. [15] Recently, influencer marketing has received significant attention in the fashion industry. Research shows that influencer marketing may provide a rate of influence that is 11x times greater than that of other conventional advertising channels. [15] [16] Fashion consumers, specifically those in generations Y and Z, may be more influenced by influencers in the context of the fashion industries as they often view them as friends and personal assistants. [15]

Fashion influencer marketing on social media platforms have led fashion consumption on social sopping services. [17] One of these social fashion services is LTK (LIKEtoKNOW.it before 2021) where everyday consumers can find and purchase clothing worn by social media fashion influencers (also known as SMFIs). [17] [18] Launched in 2014, LTK has gained a massive following on Instagram (over 3 million) and has 1.3 million registered users on their mobile application. [17] Utilizing SMFIs has led to massive sales within the fashion industry, 80% of visitors of Nordstrom’s mobile platform are referred by influencers. [17] Social media fashion influencers try new fashion products, adopt fashion trends and have power in what their audience purchases. Social media fashion influencers gain a following though promoting fashion products, and posting about their lavish lifestyles attained through their higher socioeconomic status. [17] The attractive lifestyles of the influencers influence their followers to mimic their luxurious lifestyle and are allowed to consume the same products through social shopping services. [17]

The connection between social media and fashion has become common. [13]  Influencer marketing has emerged as a necessity and crucial component of advertising. 85% of American businesses are presently using influencer marketing as part of their marketing plan. [19] Wearing fashion brands is a method to show oneself at social gatherings. Through their clothing, people try to demonstrate how distinct they are. Some people who desire to socially influence others through their fashion and style now have the possibility thanks to social media in the fashion sector. Customers who want to purchase fashion brands frequently follow fashion authorities on social media and heed their recommendations for purchasing fashion products. [13]

In January 2021, the Italian fashion house Bottega Veneta deleted all its social media accounts "to lean much more on its ambassadors and fans" to spread the company's social content, a trend that did not amplify. [20]

Fashion campaigns

Fashion companies expanded in social media usage beyond advertisement to create a "conversation" with customers, allowing brands to have the opportunity to connect and develop relationships with customers through fashion campaigns.

Charlotte Russe has a successful social media campaign with a strong following on Twitter, Facebook, and YouTube. Their campaign focused on "user-generated content and social engagement." [21] Charlotte Russe holds a weekly trivia contest on Twitter, which compels consumers to visit their website and ran a 'Be The Next Charlotte Russe Design Star' contest, producing the winning T-shirt design. [21]

Marc by Marc Jacobs used social media for a worldwide model casting to showcase their new line. Marc selected models from Instagram that had the hash-tag #Marc and the campaign had almost 70,000 entries from around the world. [22] The head designer wanted to use Instagram for his casting in order to connect with a younger demographic. [22]

Louis Vuitton used Facebook to broadcast its Spring 2010 ready-to-wear show. [23] The use of advertisements and influencers has helped Louis Vuitton grow between the years of 2010 and 2019. [24] In 2019, Louis Vuitton partnered with Youtuber, Emma Chamberlain for Paris Fashion Week. [25]

In 2012, Topshop partnered with Facebook to achieve the largest online audience of a live-stream London fashion show. Over 200 million people were exposed to images and content from the runway. A direct impact was seen by Topshop as customers were able to immediately purchase the looks from the runway, with the first dress on the catwalk selling out before the end of the show. [26]

Platforms

The emergence of social media platforms in the early 2000's has been utilized by fashion brands to promote their products through the use of company-made and influencer-created messages, and share their name beyond advertising. On social media, brands have created profiles as an interactive identity to communicate with their audience or consumers and some use social media for selling directly to customers. Platforms such as TikTok, Instagram, Facebook and YouTube have allowed fashion brands to engage with consumers, often younger than the traditional target market. Utilizing algorithms and personalized pages for the consumers, brands can track likes, dislikes, and analyze data to reach new consumers.

TikTok

Luxury brands have turned to TikTok to engage younger audiences. During Milan Fashion Week of February 2020, designer brand, Prada, collaborated with the TikTok influencer, Charli D’Amelio, and the video reached 36.8 million views. [27] Later that year in September, TikTok launched its own fashion month and invited users to join by sharing content under hashtags #TikTokFashionMonth, #GetTheLook, and #Fashion101. [28] New York Fashion Week’s hashtags on TikTok were the most watched for the Fall 2020 fashion season, reaching 15.3 million visualizations and engaging 2.9 million users. [28]

Instagram

With the 2010 launch of Instagram, the app since then has gained over millions of followers. Instagram is now considered to be one of the most powerful tools in shaping the way consumers perceive brands. 81% of Instagram users use the platform to research products and services and 50% of users have visited a website to make a purchase after seeing a product or a service. [29]

Instagram has incorporated a “Shop” feature on the app; this feature presents the same design and layout as the content from followers, but when pictures are viewed, a marketplace window opens up as if you were shopping for the item on a website. [30] The Shop feature makes content suggestions based on the users' data such as likes and following. Instagram users can comment on posted items and provide feedback and reviews of the product as well as rate their purchase. The posted items are associated with a brand, and this is linked to the brand’s instagram page. Instagram has added features to profile pages to assist in validation of verified brands, such as adding “Retailer” to the profile, to aid consumers in avoiding scams and faulty purchases.

With over 200 million active users, access to creative content is virtually unlimited. Many fashion-forward Instagram accounts with large followings are able to turn their passions into businesses, generating income using their status within the community.

Models and influencers who use Instagram for representation in fashion had a greater likelihood to walk on fashion runways. [31] There is a direct correlation between user popularity on Instagram and their probability to succeed in the fashion industry. [31]

Facebook

The introduction of the Facebook Pages allows brands to create a Facebook profile for their brand and promote their name. This allowed for consumers to like, follow, and interact with the company page. The company would then post feed that would be received by consumers in their recent posts. Visual media interactions on social media platforms such as Facebook has been successful with the distribution of fashion media. [32] Interactions can take place between the brand and consumer, through advertisements, sharing behind the scenes content and commenting on profiles. [33] Consumers can comment on brand’s posts, post pictures in the product, click links, like, and share the page with their own network. [33] Fashion brands utilize Facebook to further connect with their consumers and provide more incentives to shop through special deals in addition to creating brand trust through giving insight on Facebook posts. [33]

Pinterest

Pinterest is a “visual discovery engine”. [34] The social media component comes from users posting pins and creating pin-boards that other users can save and share. A class of second year fashion students at an American university have incorporated Pinterest into their course curriculum. [35] The motive of utilizing social media in fashion was to open a dialogue of conversation between the designer and the consumer to directly access their wants and needs through the consumer’s  Pin-Board. Using the platform of social media also allowed students to reach a broader audience of customers and their needs.

YouTube

More recently, fashion brands have expanded because of YouTubers. YouTubers would receive PR packages and advertise the brand in their videos, and the millions of people watching would see these advertisements and be more inclined to look on these brands' websites and order them. Some YouTubers would be invited to fashion shows, or events from big brands and vlog their experience and upload it to youtube.

Impact on customers

Online communities

Social media platforms such as Facebook fan pages enable customers to communicate with each other and build online communities relating to common fashion interests. [36] Customers rely on the opinions of other customers in online communities to make purchase decisions. [37] 82% of U.S. adults have read online reviews before making first time purchasing decisions. [38]

Benefits

Customers benefit from the fashion industry’s use of social media, as it provides a way to easily communicate with companies and other customers and view product lines. [39] [40] Customers also view fashion companies’ social media pages as a form of entertainment, and some use them for building their own social media presence as content creators and fashion influencers. [41]

Harms

The fashion industry's use of social media has been criticized for promoting unhealthy body image among young women. [42] [43] Social media exposes customers to images of idealized body standards, which leads to mental health concerns such as depression and social appearance anxiety. [43] Instagram has been criticized for promoting users to “share only the best moments”, which pressures users to “look perfect” and thus created harmful effects such as eating disorders and depression among teenagers. [44]

In response to the body image concerns, some brands have made efforts to promote body positivity through social media and marketing campaigns. [45] The brand, Aerie, launched Aerie Real in 2014 to showcase diverse body sizes and stopped airbrushing models in their campaigns. [45]

See also

Related Research Articles

Marketing communications refers to the use of different marketing channels and tools in combination. Marketing communication channels focus on how businesses communicate a message to its desired market, or the market in general. It is also in charge of the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion.

In marketing, promotion refers to any type of marketing communication used to inform target audiences of the relative merits of a product, service, brand or issue, persuasively. It helps marketers to create a distinctive place in customers' mind, it can be either a cognitive or emotional route. The aim of promotion is to increase brand awareness, create interest, generate sales or create brand loyalty. It is one of the basic elements of the market mix, which includes the four Ps, i.e., product, price, place, and promotion.

Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy which uses a celebrity's fame or social status to promote a product, brand or service, or to raise awareness about an issue. Marketers use celebrity endorsers in hopes that the positive image of the celebrity endorser will be passed on to the product's or brand's image. Non-profit organizations also use celebrities since a celebrity's frequent mass media coverage reaches a wider audience, thus making celebrities an effective ingredient in fundraising.

<span class="mw-page-title-main">User-generated content</span> Online content created by users

User-generated content (UGC), alternatively known as user-created content (UCC), is generally any form of content, such as images, videos, text, testimonials, and audio, that has been posted by users on online content aggregation platforms such as social media, discussion forums and wikis. It is a product consumers create to disseminate information about online products or the firms that market them.

<span class="mw-page-title-main">Social media</span> Virtual online communities

Social media are interactive technologies that facilitate the creation, sharing and aggregation of content, ideas, interests, and other forms of expression through virtual communities and networks. Social media refer to new forms of media that involve interactive participation. While challenges to the definition of social media arise due to the variety of stand-alone and built-in social media services currently available, there are some common features:

  1. Social media apps are online platforms that enable users to create and share content and participate in social networking.
  2. User-generated content—such as text posts or comments, digital photos or videos, and data generated through all online interactions—is the lifeblood of social media.
  3. Users create service-specific profiles for the website or app that are designed and maintained by the social media organization.
  4. Social media helps the development of online social networks by connecting a user's profile with those of other individuals or groups.

Engagement marketing, sometimes called "experiential marketing", "event marketing", "on-ground marketing", "live marketing", "participation marketing", "Loyalty Marketing", or "special events", is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs, developing a relationship with the brand.

<span class="mw-page-title-main">Influencer marketing</span> Type of social media marketing

Influencer marketing is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field. Influencers are someone with the power to affect the buying habits or quantifiable actions of others by uploading some form of original—often sponsored—content to social media platforms like Instagram, YouTube, Snapchat, TikTok or other online channels. Influencer marketing is when a brand enrolls influencers who have an established credibility and audience on social media platforms to discuss or mention the brand in a social media post. Influencer content may be framed as testimonial advertising.

<span class="mw-page-title-main">Digital marketing</span> Marketing of products or services using digital technologies or digital tools

Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly used digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callbacks, and on-hold mobile ringtones. The extension to non-Internet channels differentiates digital marketing from online marketing.

"Youth Marketing" is a term used in the marketing and advertising industry to describe activities to communicate with young people, typically in the age range of 11 to 35. More specifically, there is teen marketing, targeting people age 11 to 17, college marketing, targeting college-age consumers, typically ages 18 to 24, and young adult marketing, targeting ages 25 to 34.

Social commerce is a subset of electronic commerce that involves social media and online media that supports social interaction, and user contributions to assist online buying and selling of products and services.

Social network advertising, also known as social media targeting, is a group of terms used to describe forms of online advertising and digital marketing focusing on social networking services. A significant aspect of this type of advertising is that advertisers can take advantage of users' demographic information, psychographics, and other data points to target their ads.

<span class="mw-page-title-main">Internet celebrity</span> Someone famous because of the Internet

An internet celebrity is an individual who has acquired or developed their fame and notability on the Internet. The growing popularity of social media provides a means for people to reach a large, global audience. Internet celebrities are often found on large online platforms such as YouTube, Instagram, and TikTok, which primarily rely on user-generated content.

<span class="mw-page-title-main">Social media marketing</span> Promotion of products or services on social media

Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.

Virtual engagement is a metric to determine the level of affinity between a company and its customers.

Online presence management is the process of creating and promoting traffic to a personal or professional brand online. This process combines web design, and development, blogging, search engine optimization, pay-per-click marketing, reputation management, directory listings, social media, link sharing, and other avenues to create a long-term positive presence for a person, organization, or product in search engines and on the web in general.

Native advertising, also called sponsored content, partner content, and branded journalism, is a type of paid advertising that appears in the style and format of the content near the advertisement's placement. It manifests as a post, image, video, article or editorial piece of content. In some cases it functions like an advertorial. The word native refers to this coherence of the content with the other media that appear on the platform.

<span class="mw-page-title-main">Fashion influencer</span> Person who influences fashion through social media

A fashion influencer is a personality that has a large number of followers on social media, creates mainly fashion content and has the power to influence the opinion and purchase behavior of others with their recommendations. Brands endorse them to attend fashion shows, parties, designer dinners and exclusive trips and to wear their clothes on social media. If a salary has been involved, the influencer may be required to label such posts as paid or sponsored content. Before social media "they would have been called 'It girls'".

Social media was used extensively in the 2020 United States presidential election. Both incumbent president Donald Trump and Democratic Party nominee Joe Biden's campaigns employed digital-first advertising strategies, prioritizing digital advertising over print advertising in the wake of the pandemic. Trump had previously utilized his Twitter account to reach his voters and make announcements, both during and after the 2016 election. The Democratic Party nominee Joe Biden also made use of social media networks to express his views and opinions on important events such as the Trump administration's response to the COVID-19 pandemic, the protests following the murder of George Floyd, and the controversial appointment of Amy Coney Barrett to the Supreme Court.

Livestream shopping is used by brands to promote and sell products through livestreams on digital platforms, often in collaboration with influencers.

The online video platform TikTok has had worldwide a social, political, and cultural impact since its global launch in September 2017. The platform has rapidly grown its userbase since its launch and surpassed 2 billion downloads in October 2020. It became the world's most popular website, ahead of Google, for the year 2021.

References

  1. 1 2 Mohr, Iris (2013). "The impact of social media on the fashion industry". Journal of Applied Business and Economics. 15 (2): 17–22.
  2. ↑ Park, Jaehyuk; Ciampaglia, Giovanni Luca; Ferrara, Emilio (27 February 2016). "Style in the Age of Instagram". Proceedings of the 19th ACM Conference on Computer-Supported Cooperative Work & Social Computing. CSCW '16. New York, NY, USA: Association for Computing Machinery. pp. 64–73. doi:10.1145/2818048.2820065. ISBN   978-1-4503-3592-8. S2CID   4300637.
  3. ↑ Weissman, Saya (8 May 2013). "Myspace's Pitch to Brands". Digiday. Retrieved 2 November 2022.
  4. ↑ Scott, Mark (11 July 2007). "Social Networking in Europe: How MySpace Conquered the Continent". Der Spiegel. Retrieved 2 November 2022.
  5. ↑ "The History of Influencer Marketing: Everything You Need to Know". Disruptor Daily. 13 August 2017. Retrieved 2 November 2022.
  6. ↑ "10 YouTube Statistics That You Need to Know in 2022". www.oberlo.com. 17 May 2022. Retrieved 2 November 2022.
  7. ↑ Asmelash, Leah (23 April 2020). "The first ever YouTube video was uploaded 15 years ago today. Here it is | CNN Business". CNN. Retrieved 2 November 2022.
  8. ↑ "How YouTube Influencers Are Rewriting the Marketing Rulebook". Think with Google. Retrieved 2 November 2022.
  9. ↑ Cloud, John (25 December 2006). "The YouTube Gurus". Time. Retrieved 2 November 2022.
  10. ↑ "The Top YouTube Influencers & Why They Are So Popular - Favikon". www.favikon.com. Retrieved 2 November 2022.
  11. ↑ Richey, Lisa Ann; Atal, Maha Rafi (30 November 2021). "Advertising in the pandemic: how companies used COVID as a marketing tool". The Conversation. Retrieved 4 November 2022.
  12. ↑ Baoxin, Manikonda, Lydia Venkatesan, Ragav Kambhampati, Subbarao Li (3 December 2015). Trending Chic: Analyzing the Influence of Social Media on Fashion Brands. OCLC   1106228928.{{cite book}}: CS1 maint: multiple names: authors list (link)[ page needed ]
  13. 1 2 3 Naeem, Muhammad; Ozuem, Wilson (September 2021). "Understanding the social consumer fashion brand engagement journey: insights about reputed fashion brands". Journal of Brand Management. 28 (5): 510–525. doi:10.1057/s41262-021-00239-5. PMC   8214459 .
  14. ↑ Belanche, Daniel; Casaló, Luis V.; Flavián, Marta; Ibáñez-Sánchez, Sergio (August 2021). "Understanding influencer marketing: The role of congruence between influencers, products and consumers". Journal of Business Research. 132: 186–195. doi: 10.1016/j.jbusres.2021.03.067 . S2CID   235518552.
  15. 1 2 3 4 Chetioui, Youssef; Benlafqih, Hikma; Lebdaoui, Hind (17 April 2020). "How fashion influencers contribute to consumers' purchase intention". Journal of Fashion Marketing and Management. 24 (3): 361–380. doi:10.1108/JFMM-08-2019-0157. S2CID   219094151.
  16. ↑ PVH, C. (2012). Tommy Hilfiger Announces Gigi Hadid as Global Brand Ambassador for Tommy Hilfiger. Business Wire (English).
  17. 1 2 3 4 5 6 Shin, Eonyou; Lee, Jung Eun (August 2021). "What makes consumers purchase apparel products through social shopping services that social media fashion influencers have worn?". Journal of Business Research. 132: 416–428. doi:10.1016/j.jbusres.2021.04.022. S2CID   235525512.
  18. ↑ Follett, Gillian (24 October 2022). "How influencer storefronts drive sales for brands". Ad Age . Vol. 93, no. 14. p. 1.
  19. ↑ Zietek, Nathalie (2016). Influencer Marketing : the characteristics and components of fashion influencer marketing.
  20. ↑ "Why haven't social blackouts from Bottega Veneta and Lush spread to other retailers?". The Drum. Retrieved 27 December 2023.
  21. 1 2 Wright, Mascala (21 December 2009). "5 Ways Social Media Changed Fashion in 2009". Mashable . Retrieved 15 January 2022.
  22. 1 2 "Marc by Marc Jacobs' Fall Campaign Features Models Found Through Social Media". finance.yahoo.com. 30 June 2014. Retrieved 4 February 2022.
  23. ↑ Gers, Dana. "Social Climbing: Luxury Fashion Brands Must Embrace Social Media". Forbes. Retrieved 29 March 2019.
  24. ↑ "Vuitton propels LVMH growth in boost for luxury sector". CNBC . 10 October 2018. Retrieved 15 January 2022.
  25. ↑ Nelson, Rebecca (September 2019). "The Emma Chamberlain Effect". Marie Claire. 26 (9): 196–201. Gale   A599220453.
  26. ↑ Sinha-Roy, Piya; Hoang, Li-mei (18 September 2012). "Fashion meets social media at London Fashion Week". The London Free Press . Reuters . Retrieved 15 January 2022.
  27. ↑ Rees-Roberts, Nick (December 2020). "After fashion film: social video and brand content in the influencer economy". Journal of Visual Culture. 19 (3): 405–421. doi:10.1177/1470412920964907. S2CID   227905524.
  28. 1 2 Zargani, Luisa (4 November 2020). "NYFW Hashtags Most Viewed on TikTok in Fashion Month". WWD. p. 3. ProQuest   2494564007.
  29. ↑ Newberry, Christina (6 January 2021). "44 Instagram Stats That Matter to Marketers in 2021". Hootsuite. Retrieved 15 January 2022.
  30. ↑ "Introducing Shops on Instagram: A New Online Shopping Experience". Instagram for Business. Retrieved 2 November 2022.
  31. 1 2 Park, Jaehyuk; Ciampaglia, Giovanni Luca; Ferrara, Emilio (27 February 2016). "Style in the Age of Instagram". Proceedings of the 19th ACM Conference on Computer-Supported Cooperative Work & Social Computing. San Francisco California USA: ACM. pp. 64–73. doi:10.1145/2818048.2820065. ISBN   978-1-4503-3592-8. S2CID   4300637.
  32. ↑ Bartlett, Djurdja; Cole, Shaun; Rocamora, Agnès, eds. (2013). Fashion Media. doi:10.5040/9781350051201. ISBN   978-1-350-05120-1.
  33. 1 2 3 Kawaf, Fatema; Istanbulluoglu, Doga (May 2019). "Online fashion shopping paradox: The role of customer reviews and facebook marketing" (PDF). Journal of Retailing and Consumer Services. 48: 144–153. doi:10.1016/j.jretconser.2019.02.017. S2CID   169294703.
  34. ↑ "All about Pinterest". Pinterest Help. Retrieved 2 November 2022.
  35. ↑ Lapolla, Kendra (1 December 2014). "The Pinterest project: Using social media in an undergraduate second year fashion design course at a United States University". Art, Design & Communication in Higher Education. 13 (2): 175–187. doi:10.1386/adch.13.2.175_1.
  36. ↑ Burnasheva, Regina; Suh, Yong Gu; Villalobos-Moron, Katherine (2 January 2019). "Sense of community and social identity effect on brand love: Based on the online communities of a luxury fashion brands". Journal of Global Fashion Marketing. 10 (1): 50–65. doi:10.1080/20932685.2018.1558087. S2CID   149921237.
  37. ↑ Cheung, Christy M.K.; Liu, Ivy L.B.; Lee, Matthew K.O. (December 2015). "How online social interactions influence customer information contribution behavior in online social shopping communities: A social learning theory perspective". Journal of the Association for Information Science and Technology. 66 (12): 2511–2521. doi:10.1002/asi.23340. S2CID   38228146.
  38. ↑ Smith, Aaron (19 December 2016). "2. Online reviews". Pew Research Center: Internet, Science & Tech. Retrieved 2 November 2022.
  39. ↑ Kim, Angella J.; Ko, Eunju (October 2012). "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand". Journal of Business Research. 65 (10): 1480–1486. doi:10.1016/j.jbusres.2011.10.014. S2CID   13323612.
  40. ↑ Bazi, Saleh; Filieri, Raffaele; Gorton, Matthew (May 2020). "Customers' motivation to engage with luxury brands on social media". Journal of Business Research. 112: 223–235. doi:10.1016/j.jbusres.2020.02.032. S2CID   214343044.
  41. ↑ Berthon, Pierre R.; Pitt, Leyland F.; Plangger, Kirk; Shapiro, Daniel (May 2012). "Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy". Business Horizons. 55 (3): 261–271. doi:10.1016/j.bushor.2012.01.007.
  42. ↑ VanMeter, Rebecca A.; Grisaffe, Douglas B.; Chonko, Lawrence B. (November 2015). "Of 'Likes' and 'Pins': The Effects of Consumers' Attachment to Social Media". Journal of Interactive Marketing. 32: 70–88. doi:10.1016/j.intmar.2015.09.001. S2CID   146540517.
  43. 1 2 Seekis, Veya; Bradley, Graham L.; Duffy, Amanda L. (September 2020). "Appearance-Related Social Networking Sites and Body Image in Young Women: Testing an Objectification-Social Comparison Model". Psychology of Women Quarterly. 44 (3): 377–392. doi:10.1177/0361684320920826. S2CID   219402789.
  44. ↑ Seetharaman, Georgia Wells, Jeff Horwitz and Deepa (14 September 2021). "Facebook Knows Instagram Is Toxic for Teen Girls, Company Documents Show". Wall Street Journal. Retrieved 4 November 2022.{{cite news}}: CS1 maint: multiple names: authors list (link)
  45. 1 2 Rodgers, Rachel F.; Kruger, Lou; Lowy, Alice S.; Long, Stephanie; Richard, Chloe (September 2019). "Getting Real about body image: A qualitative investigation of the usefulness of the Aerie Real campaign". Body Image. 30: 127–134. doi: 10.1016/j.bodyim.2019.06.002 . PMID   31260946. S2CID   195770775.
This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.