Influencer marketing on Instagram for high-street fashion brands, and the purchase intention
Influencer marketing on Instagram for high-street fashion brands, and the purchase intention
Samenvatting
As social media platforms, such as Instagram, continue to expand and evolve, fashion brands also have to change and adapt to reach its consumers. Influencer marketing is a relatively new marketing strategy that came up in the course of the growing popularity of social media. Macro- and micro-influencers function as influencers and promote brands/products on their social media channels. Especially on Instagram, many posts can be observed in which influencers endorse high-street fashion brands such as H&M. Since it is a relatively new marketing strategy, more research is needed to look at the effectiveness of this phenomenon. Hence, the following research question is formulated: How can high-street fashion brands choose the right influencer on Instagram to improve the purchase intention of consumers? Related sub-questions are formulated which also transition into hypotheses. The Theory of Planned Behaviour (TPB) is chosen as the framework of the purchase intention.
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Organisatie | De Haagse Hogeschool |
Opleiding | MO Europese Studies / European Studies |
Afdeling | Faculteit Management & Organisatie |
Jaar | 2018 |
Type | Bachelor |
Taal | Engels |