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Articles 1 - 9 of 9
Full-Text Articles in Fashion Business
Voices Of A New Era: A Discursive Psychology Study Of Influencer-Follower Discourse On Tiktok, Andrea Guerrero Hernandez
Voices Of A New Era: A Discursive Psychology Study Of Influencer-Follower Discourse On Tiktok, Andrea Guerrero Hernandez
Electronic Theses and Dissertations
The present study researched and investigated the discourse of five mega fashion influencers on TikTok, as well as the discourse of 15 followers engaging with fashion influencer content on the same platform. The theory used to guide this study was discursive psychology theory, which provided the groundwork for understanding how both influencers and followers position their identities, justify their actions and decisions, and construct their reality. The primary aim of this research is to deepen understanding of how influencer discourse shapes follower discourse, identifying recurring patterns, contradictions, and the ways in which tensions are negotiated. The findings reveal a range …
Authenticity In Fashion And Beauty: Influencer Marketing And The Development Of Parasocial Relationships On Social Media, Catherine Goodheart
Authenticity In Fashion And Beauty: Influencer Marketing And The Development Of Parasocial Relationships On Social Media, Catherine Goodheart
Student Theses and Dissertations
Social media influencers are more accessible than celebrities, making their audience form strong connections with them through their niche content. The parasocial relationship formed between influencers and their followers through the followers' media literacy of the influencer’s authenticity enables influencers to market themselves promoting products; without a perceived authenticity, a parasocial relationship will struggle to form. This parasocial relationship is typically to generate profit for the influencer, as many influencers are paid to promote and advertise products specific to their niche(s) on their profiles or on the brand’s profiles. A media analysis was used to study 5 beauty and fashion …
Go Green Or Go Viral?, Kimberly Silva-Nash
Go Green Or Go Viral?, Kimberly Silva-Nash
Supply Chain Management Undergraduate Honors Theses
Our society has been altered by the proliferation of social media. Viral marketing and influencer marketing have increased the amount of products that dramatically increase in popularity, in other words - go viral. These trend cycles have led to the consumption of businesses that are not as moral as they seem. Has society replaced the priority of buying from good-willed businesses with buying from businesses that give them that new trendiest item? Has society lost its morality in purchasing concerning these trends?
Marketing Synergy: Digital Product Development & Marketing Strategy, Laura M. Clague
Marketing Synergy: Digital Product Development & Marketing Strategy, Laura M. Clague
Undergraduate Theses, Professional Papers, and Capstone Artifacts
An extension of Marketing Analytics class BMKT: 440, this research delves into marketing efforts employed to promote "Chubby’s Swatch Book," a plus-size fashion guide tailored for college girls and a college lifestyle. The guide was created by a college student to address the challenges faced by plus-size individuals in finding fashionable and fitting clothing. The study spans a four-week marketing campaign, focusing on branding, social media marketing, and content creation. This paper outlines the development of the "Chubby’s Swatch Book," it’s marketing strategies, and the effectiveness of said strategies through various metrics such as engagement rates, sales conversions, and follower …
The Body Positivity Movement: Improving Female College Students Mental Health And Body Appreciation, Emilie Conners, Lucy Matthews, Diane R. Edmondson
The Body Positivity Movement: Improving Female College Students Mental Health And Body Appreciation, Emilie Conners, Lucy Matthews, Diane R. Edmondson
Atlantic Marketing Journal
Body image concerns among college-aged women continue to be an immense issue across many college campuses. As technology advances, it has become more common for young girls and women to edit their social media photos and focus more on their flaws. Body image has a significant impact on mental and physical health; therefore, it is vital that these concerns are addressed and fought. One movement recently used as a possible way to combat this concern is the body positivity movement. However, more research is needed to understand the impact of this movement on young women. Survey data was collected via …
Psychological Scene Gist And The Perception Of Sustainable Business Models Via Digital Media Audit, Shelby Hansen
Psychological Scene Gist And The Perception Of Sustainable Business Models Via Digital Media Audit, Shelby Hansen
Marketing Undergraduate Honors Theses
The technology space is giving rise to new business models that impact how we interact with companies, the causes we are interested in, and even our perception of how we process information. Within those contexts, I will be using the psychological concept of scene gist to explore the sustainable business model of clean beauty and investigate the technological ways that these companies interact with Gen Z consumers via social media. Gen Z consumers want to interact with companies who are socially responsible and who contribute to causes they believe in. The clean beauty trend is spearheading efforts to eliminate harmful …
The Role Of Country Of Origin, Perceived Value, Trust, And Influencer Marketing In Determining Purchase Intention In Social Commerce, Ali A. Abou Ali, Alaa A. Ali, Nehale Mostapha
The Role Of Country Of Origin, Perceived Value, Trust, And Influencer Marketing In Determining Purchase Intention In Social Commerce, Ali A. Abou Ali, Alaa A. Ali, Nehale Mostapha
BAU Journal - Society, Culture and Human Behavior
The paper aims to improve understanding about the causes why customers intend to purchase online through social media networks. The study examined factors affecting purchase intention namely: country of origin effect, trust, perceived value, and influencer marketing on the willingness of buyers to purchase clothes through social commerce. A questionnaire was established for data collection, and 400 forms were collected in Lebanon, and were analyzed using SEM to examine the relationships in the conceptual framework suggested. Results designated that country of origin, trust, and perceived value were three significant precursors of customers’ purchase intention in the context of social commerce. …
The Existence Of Social Media As A Promotional Media In The Hijab Image Revolution In Indonesia, Melly Maulin Purwaningwulan, Asep Suryana, Uud Wahyudin, Susanne Dida
The Existence Of Social Media As A Promotional Media In The Hijab Image Revolution In Indonesia, Melly Maulin Purwaningwulan, Asep Suryana, Uud Wahyudin, Susanne Dida
Library Philosophy and Practice (e-journal)
This research purposed to in-depth analyzing about the existence of social media as promotional media in the hijab image revolution in Indonesia, to examine it’s cause and give the picture of hijab image in Indonesia. This research is conducted with qualitative approach and case study method. The result showed that social media increasingly exist in promoting Muslim fashion, because of the changed in Muslim consumers who are more religious but also more intense using social media. Hijab image revolution was encouraged by the communities and role models who emigrated (hijrah). Hijab image became diverse, characterized self identity, and …
Twitter Technology Trampling Fashion Designs: The Effects Of Twitter On The Fashion Industry., Margaret K. Reder
Twitter Technology Trampling Fashion Designs: The Effects Of Twitter On The Fashion Industry., Margaret K. Reder
Pell Scholars and Senior Theses
The fashion industry continuously faces the issue of fashion piracy, retailers intentionally copying fashion designs from the runway and cheaply manufacturing them to sell at a low price. While large retailers are soaring, many young designers are struggling to survive. Fashion labels are turning to better marketing strategies and the use of social media to increase their popularity, image and revenue. This thesis covers the rise of Twitter, and how fashion designers, specifically Diane Von Furstenberg, Nanette Lepore, and Tory Burch, use Twitter and for what purpose. My goal is to determine if the use of Twitter fosters brand growth …