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Will I follow my ideal self everywhere? Exploring consumers’ perceptions towards fast fashion influencers on Instagram

By Tanyatip Kharuhayothin, Ph.D. Post-Doctoral Researcher at Behavioral Research and Informatics in Social Sciences Research Unit (RU-BRI), Sasin School of Management; Lecturer in Marketing, School of Business and Communication Arts, University of Phayao Yupin Patarapongsant, Ph.D. Assistant Professor of Marketing and Head of Behavioral Research and Informatics in Social Sciences Research Unit (RU-BRI), Sasin School of Management Friday November 5, 2021, 12:00 -13:00 pm. Venue: The seminar will be online via Zoom. Please RSVP to receive a Zoom link. Abstract: Fast fashion buyers often rely on information they receive from Instagram influencers when selecting the clothing items. This study aims to explore fast fashion consumers’ views on Instagram influencers. We conducted the existential-phenomenological interview with sixteen consumers. Consumers view influencers as trendsetters. They consciously follow influencers who reflect with their ideal self, which is the crucial persuading factor for consumers to buy fast fashion brands they have seen on influencers’ Instagram accounts. Moreover, consumers have reportedly increased their positive attitude towards the featured fast fashion brands and still opt-in for fashion items regardless of the sponsorship acknowledgement.   For more information please contact Khun Nanthapak Pinyo at 091 479 4551, 02 218 4036 or researchseminar@sasin.edu.