Impact of the pandemic on social media influencer marketing in fashion: a qualitative study

Article


Le, K. and Aydin, G. 2022. Impact of the pandemic on social media influencer marketing in fashion: a qualitative study. Qualitative Market Research: An International Journal. 26 (4), pp. 449-469. https://doi.org/10.1108/QMR-11-2021-0133
AuthorsLe, K. and Aydin, G.
Abstract

In spite of the rise of social media influencers observed in the 2010s, the direction and future of influencers are ambiguous. This popular yet overused marketing tool has shown certain problems and limitations such as a decrease in perceived authenticity and market saturation. Additionally, the outbreak of COVD-19 has amplified the significance of these factors and made many companies and influencers reconsider their involvement in influencer marketing. Within this context, this paper aims to explore whether influencers were impacted by diminishing perceived authenticity, market saturation or the prolonged pandemic. Also, the authors aim to investigate influencers’ perception of the future of influencer marketing post-pandemic.

KeywordsSocial media; Fashion marketing; Covid-19; Fashion management
JournalQualitative Market Research: An International Journal
Journal citation26 (4), pp. 449-469
ISSN1352-2752
Year2022
PublisherEmerald Publishing
Digital Object Identifier (DOI)https://doi.org/10.1108/QMR-11-2021-0133
Publication dates
Online25 May 2022
Print01 Aug 2023
Publication process dates
Accepted23 Apr 2022
Deposited20 Apr 2023
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