The purpose of this paper is to help readers to understand the influence the social media app Tiktok now has on what’s trending in the fashion community. I will be arguing that in order for fashion companies targeted at Gen Z women to be relevant, they must have somewhat of a Tiktok presence relating to the stream of communities and social media. I will be discussing the works of Wellman and Abidin amongst others to support my argument as well as discussing concepts such as the networked Read more [...]
Fashion influencers and their authentic online identities
Abstract
With the rise of online marketing and electronic word of mouth Instagram fashion influencers have become a vital part of advertising campaigns for fashion brands. Using authentic and trustworthy fashion influencers to promote brands to consumers has proven effective when it comes to marketing and often leads to increased sales. Fashion influencers build communities of followers by portraying an authentic online self Read more [...]