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How does the promotion of fast fashion through influencer marketing on Instagram impact Millennial’s purchase intentions, from an Irish female Millennial perspective?

Duggan, Ellen (2021) How does the promotion of fast fashion through influencer marketing on Instagram impact Millennial’s purchase intentions, from an Irish female Millennial perspective? Masters thesis, Dublin, National College of Ireland.

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Abstract

The rise of influencer marketing has changed how brands target consumers, posing the topic of conversation within recent research papers seeking to identify how effective this form of advertising is. While many papers discuss the philosophy and evolution of influencer marketing within the beauty and cosmetics industry, they are limited in their analysis of consumer’s interpretations within a fast fashion context, particularly Irish female Millennial consumers. The recurring issues highlighted in the literature vary from the concepts, components, and antecedents of influencer marketing, occasionally referring to a generalised Millennial. The lacking emphasis on this cohort’s beliefs, perspectives, and opinions in relation to social media influencers (SMIs) and their purchase intentions is evident, particularly from an Irish context.

This paper bridges a gap pertaining the impacts influencer marketing has on Irish female Millennial’s (IFMs) purchase intentions within a fast fashion context on Instagram. Particular emphasis is shown toward the key drivers of this cohorts purchase intentions, their rationale for relating to SMIs and how this promotion of the fast fashion environment impacts their day-to-day lives. As consumers purchase intentions stem from building a relationship with SMIs, an exploration into their interpretation versus the factual data is emphasized.

Six in-depth semi-structured interviews were carried out with active Instagram users with an interest in fashion SMIs, fitting the IFM consumer demographic. Thematic analysis was conducted through an inductive approach to identify salient themes, capturing a true insight into IFM consumers opinions and understanding surrounding the topic. The findings demonstrate the importance of trust and relatability in relation to purchasing SMIs recommendation’s, with a negative perception toward paid advertisements. Despite Millennial’s viewing SMIs publishing paid promotions through a negative lens, the factual data proved this form of advertisement is effective in achieving sales for brands, thus, warranting further research of this topic.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > e Marketing
H Social Sciences > HF Commerce > Marketing > Advertising > Endorsements in advertising
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in Marketing
Depositing User: Clara Chan
Date Deposited: 18 Feb 2022 10:01
Last Modified: 18 Feb 2022 10:01
URI: http://norma.ncirl.ie/id/eprint/5462

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