Diffusing fashion information by social media fashion influencers: understanding antecedents and consequences
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 6 May 2020
Issue publication date: 18 June 2020
Abstract
Purpose
The purpose of this paper is to identify the antecedents and consequences of social media fashion influencer's (SMFI) diffusion of fashion information. This study proposes and examines following research questions: What motivates SMFI to share fashion information? In what way shared fashion information impact SMFI?
Design/methodology/approach
This study uses semi-structured interviews with SMFI to learn about their relationships with followers. It then conducts a survey of 510 SMFI in Portugal. The data are analyzed by structural equation modeling.
Findings
The results indicate that intrinsic motivation can develop a SMFIs' fashion leadership, while the SMFIs' perceived usability of fashion blogs does not. The authors also find a self-serving bias among SMFI.
Research limitations/implications
SMFIs' fashion leadership is associated with the intrinsic motivations of sharing and helping other consumers make fashion decisions, which indicates that marketers can improve their results through using opinion SMFI to assist fashion consumers in purchasing decisions. Further studies should explore the processes adopted by fashion consumers to evaluate SMFI.
Originality/value
This study helps to understand the antecedents and consequences of fashion diffusion by SMFIs. In particular, the research helps the marketers to understand how the bonds between SMFIs and followers are nurtured.
Keywords
Citation
Quelhas-Brito, P., Brandão, A., Gadekar, M. and Castelo‐Branco, S. (2020), "Diffusing fashion information by social media fashion influencers: understanding antecedents and consequences", Journal of Fashion Marketing and Management, Vol. 24 No. 2, pp. 137-152. https://doi.org/10.1108/JFMM-09-2019-0214
Publisher
:Emerald Publishing Limited
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