How do Fashion Social Media Influencers affect Brand Image? An analysis of Influencer Marketing as a brand tool

Abstract

This paper explores the evolution and impact of social media influencers within the realm of fashion marketing. It emphasizes how influencers have become pivotal in shaping brand images. This phenomenon has gained relevance due to the accessibility and widespread use of platforms, where influencers have the power to affect their followers' purchasing decisions significantly. It outlines the rise of social media as a dominant marketing tool, transforming from a basic communication platform to a critical advertising channel. This transformation is primarily due to the ability of influencers to create personal connections with their audience. Traditional advertising methods cannot replicate this. Influencers who share common interests with their followers can significantly affect purchasing behaviours, making them valuable partners for brands. Theoretical frameworks will help explain the effectiveness of influencers to shape brand image. These include consumer socialization theory, network association theory, match-up hypothesis theory and the theory that influencers are turning into brands themselves. There are characteristics in influencers and their brand collaborations that the literature has found important for brand image. These include authenticity, emotional connections, content quality, consistency of partnerships, credibility and transparency. From a practical point of view, an interview was conducted to test how relevant and important these variables were in the context of fashion influencers. The criteria for selecting the right influencers for fashion brands was analysed to advise brands. It is vital that they are selective and strategic in their choice of influencers to mitigate risks and ensure that their brand image is enhanced.