New trends and narratives in fashion influencer marketing: professional profiles and consumption models Monograph introduction
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Abstract
The impact of social media on how fashion is communicated and consumed has brought about changes in company strategy. Action plans are now determined by influencers and the new audiences created by social media. The use of platforms to give brands greater online visibility is perceived by prosumers (online producer-consumers) as a natural extension of companies’ marketing activities, the objective of which is now to get their messages to go viral and reach the largest possible audience. The challenge, however, is how to match the growth in marketing opportunities created by social media to communication professionals’ ability to design and implement such strategies. This article examines influencer marketing as one of the main trends in fashion business communication today, analysing current and future uses, and the risks and benefits involved.
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