The role of Instagram influencers as a source of fashion information
Social media has become a powerful communicating tool for the fashion industry, providing an instant, democratic, user-generated dissemination of fashion trends, particularly with the younger generations. Image-centred social media, such as Instagram are particularly well adopted for fashion communi...
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| Format: | Article |
| Language: | English |
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Union of Textile Engineers and Technicians of Serbia, Belgrade
2020-01-01
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| Series: | Tekstilna industrija |
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| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0040-2389/2020/0040-23892004058T.pdf |
| _version_ | 1828522780894691328 |
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| author | Tomovska Elena |
| author_facet | Tomovska Elena |
| author_sort | Tomovska Elena |
| collection | DOAJ |
| description | Social media has become a powerful communicating tool for the fashion industry, providing an instant, democratic, user-generated dissemination of fashion trends, particularly with the younger generations. Image-centred social media, such as Instagram are particularly well adopted for fashion communication. This research aims to investigate the role of Instagram on the dissemination of fashion trends amongst Generation Z. The research used an electronic questionnaire distributed to 120 participants, aged 16 to 23 years. A commercially available tool for measuring the reach of global and local fashion influencers was used to comprise a list of influencers used in the research. Cluster analysis was used to identify Instagram influencers impacting fashion and the use of Instagram as a fashion information channel. |
| first_indexed | 2024-12-11T20:15:27Z |
| format | Article |
| id | doaj.art-aa3c82859e88499182415a56dae2bf07 |
| institution | Directory Open Access Journal |
| issn | 0040-2389 0040-2389 |
| language | English |
| last_indexed | 2024-12-11T20:15:27Z |
| publishDate | 2020-01-01 |
| publisher | Union of Textile Engineers and Technicians of Serbia, Belgrade |
| record_format | Article |
| series | Tekstilna industrija |
| spelling | doaj.art-aa3c82859e88499182415a56dae2bf072022-12-22T00:52:12ZengUnion of Textile Engineers and Technicians of Serbia, BelgradeTekstilna industrija0040-23890040-23892020-01-0168458640040-23892004058TThe role of Instagram influencers as a source of fashion informationTomovska Elena0University "Ss. Cyril and Methodius", Faculty of Technology and Metallurgy, Skopje, North MacedoniaSocial media has become a powerful communicating tool for the fashion industry, providing an instant, democratic, user-generated dissemination of fashion trends, particularly with the younger generations. Image-centred social media, such as Instagram are particularly well adopted for fashion communication. This research aims to investigate the role of Instagram on the dissemination of fashion trends amongst Generation Z. The research used an electronic questionnaire distributed to 120 participants, aged 16 to 23 years. A commercially available tool for measuring the reach of global and local fashion influencers was used to comprise a list of influencers used in the research. Cluster analysis was used to identify Instagram influencers impacting fashion and the use of Instagram as a fashion information channel.https://scindeks-clanci.ceon.rs/data/pdf/0040-2389/2020/0040-23892004058T.pdffashion opinion leaderssocial mediainstagram |
| spellingShingle | Tomovska Elena The role of Instagram influencers as a source of fashion information Tekstilna industrija fashion opinion leaders social media |
| title | The role of Instagram influencers as a source of fashion information |
| title_full | The role of Instagram influencers as a source of fashion information |
| title_fullStr | The role of Instagram influencers as a source of fashion information |
| title_full_unstemmed | The role of Instagram influencers as a source of fashion information |
| title_short | The role of Instagram influencers as a source of fashion information |
| title_sort | role of instagram influencers as a source of fashion information |
| topic | fashion opinion leaders social media |
| url | https://scindeks-clanci.ceon.rs/data/pdf/0040-2389/2020/0040-23892004058T.pdf |
| work_keys_str_mv | AT tomovskaelena theroleofinstagraminfluencersasasourceoffashioninformation AT tomovskaelena roleofinstagraminfluencersasasourceoffashioninformation |