The impact of attitudes towards influencers amongst millennial fashion buyers

  • Patricia SanMiguel University of Navarra, ISEM Fashion Business School
  • Simone Guercini University of Florence, Department of Economics and Management
  • Teresa Sádaba University of Navarra, ISEM Fashion Business School
Keywords: buying behaviour, influencer, opinion leaders, millennials, fashion

Abstract

The aim of this paper is to identify influencers and the way they affect the behavior of millennial buyers in the process of consuming fashion goods. The paper examines the literature on opinion leaders, ranging from the origins of the concept to its developments within the context of the Internet. The shift from influential to influencer and the different types of influencer are examined and certain hypotheses regarding the role of influencers (including all the influential players) regarding fashion-buying millennials are presented. The paper presents the results of qualitative and quantitative empirical research based on focus groups and in-depth interviews with 22 university students. Findings from this research and their implications regarding the different stages of the millennial buying process are discussed.

Published
2019-05-20
How to Cite
SanMiguel, P., Guercini, S., & Sádaba, T. (2019). The impact of attitudes towards influencers amongst millennial fashion buyers. Studies in Communication Sciences, (2). https://doi.org/10.24434/j.scoms.2018.02.016
Section
Thematic Section