How does influencer endorsement fashion industry on social media influence public consumption preference?

DOI

10.2991/978-2-38476-130-2_14How to use a DOI?

Keywords

Social media algorithm; Emotional marketing; Online influencer; Endorsement branding

Abstract

Under the most recent media background, influencers increasingly significantly impact the purchase preference in public space instead of the traditional celebrity. This research discusses influencer endorsement media’s impact on purchase preference. The mixed approach is the primary method for collecting 32 questionnaires from 32 participants. Meanwhile, 14 interviewees are randomly selected to express their ideas about the effect of influencer endorsement in fashion media. The result suggests that influencer endorsement media creates its matrix, also an ecosystem to its audience. However, as online marketing is more integrated by multiple theories such as marketing, media, psychology and sociology, it may be necessary to conduct further mixed research on many samples.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yu Liu
PY  - 2023
DA  - 2023/10/29
TI  - How does influencer endorsement fashion industry on social media influence public consumption preference?
BT  - Proceedings of the 2023 2nd International Conference on Public Culture and Social Services (PCSS 2023)
PB  - Atlantis Press
SP  - 108
EP  - 118
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-130-2_14
DO  - 10.2991/978-2-38476-130-2_14
ID  - Liu2023
ER  -