“Who to trust?”

Antecedents in fashion consumption endorsed by digital influencers

Authors

Keywords:

Communication, Digital influencers, Consumption, Fashion, Competitive intelligence

Abstract

The expansion of the Internet has given rise to new forms of communication and consumption. With the accumulation of information, people’s tastes and interests have become volatile and confused, increasingly requiring individuals to filter this information and recommend products on their platforms. In this context, one of the main characteristics is the creation of digital figures responsible for influencing a specific audience, be it food products, hotels, or Fashion in this paper’s context. To this end, in this paper, we seek to understand the antecedents that shape the consumption of Fashion endorsed by digital influencers. We surveyed 103 individual Instagram users, employing a series of scales to measure such relationships and how they influence purchase intentions. The data were treated by multiple linear regression. The results revealed a significant influence of dimensions such as style/attractiveness and reliability.

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Author Biographies

Ítalo José de Medeiros Dantas, Feevale University

PhD Student in Cultural Process and Expression at the University of Feevale. Holds the degree of Master of Design (Federal University of Campina Grande) and Fashion Design (Federal Institute of Education, Science and Technology of Rio Grande do Norte).

Aline Gabriel Freire, Federal Institute of Education, Science and Technology of Rio Grande do Norte

Master in Textile Engineering from the Federal University of Rio Grande do Norte. Professor of Fashion and Clothing at the Federal Institute of Education, Science and Technology of Rio Grande do Norte.

Marcelo Curth, Feevale University

Holds a doctorate in Business Administration from the University of Vale do Rio dos Sinos (UNISINOS), a Master's in Business Administration from the Catholic University of Rio Grande do Sul (PUC-RS), a Post-Graduate Degree in Business Administration and Marketing from Gama Filho University, a Post-Graduate in Education from Faculdade (SENAC-RS) and postgraduate in Mentoring Teacher Education (University of Tampere - Finland) and graduation in Sports Sciences from Universidade Luterana do Brasil (ULBRA). He is a professor at the PPG in Cultural Processes and Manifestations at Feevale University, acting as a researcher on the subject of Marketing: Identity and Culture. Professor at undergraduate and graduate levels of disciplines on Strategic Marketing, Relationship Marketing, Consumer Behavior, Management and Entrepreneurship in Health and Sports. Course coordinator at postgraduate level (Lato Sensu) in Sports Management and Exercise Training and Prescription. Coordinator of innovation projects in the area of ​​Health with development agencies. Manager of sports and extension programs and projects. Thematic coordinator of the Sports Marketing and Business Modeling and Entrepreneurship GTTs of the Brazilian Association of Sports Management (ABRAGESP). Acting as partner owner of consulting, advisory and training companies, carrying out consulting on marketing strategies in micro and small companies.

Lívia Juliana Silva Solino, Federal Institute of Education, Science and Technology of Rio Grande do Norte

Professora na área de Moda e Produção do Vestuário no Instituto Federal de Educação, Ciência e Tecnologia do Rio Grande – Campus Caicó. Mestre em Engenharia de Produção pela UFRN e Designer de Moda pela UFC. Membro do Núcleo de Pesquisas em Têxtil, Vestuário e Moda, com expertise em desenvolvimento de produto.

Layla de Brito Mendes, Federal Institute of Education, Science and Technology of Rio Grande do Norte

PhD student in Fashion Design at the University of Minho, master in Fashion Communication Design at the University of Minho (2014), specialist in Image Creation and Fashion Styling at Centro Universitário Senac São Paulo (2012) and Textile Engineer at the Federal University of Rio Grande do Norte - UFRN (2010). Studied Fashion Styling for Professionals and Coolhunting at Central Saint Martins College of Arts and Design London (2013). Full-time professor (DE) at the Federal Institute of Education, Science and Technology of Rio Grande do Norte (IFRN campus Caicó), of the Higher Technology courses in Fashion Design and Mid-Level Technician in Clothing (Integrated and Subsequent). She taught as a substitute professor at the Federal Technological University of Paraná - UTFPR, Apucarana campus, on the Bachelor of Textile Engineering and Higher Technology in Fashion Design courses; in the Fashion Design Technology course at UNIP Campinas; and also in postgraduate and extension courses in Fashion, Fashion Business and Coolhunting, at the institutions Faculdade Santa Marcelina São Paulo (FASM), Istituto Europeo di Design São Paulo (IED-SP), Senac Campinas, ESAMC Campinas. He has experience in the area of ​​Design with an emphasis on Fashion and Textile Engineering, working mainly on the following topics: trend studies, research applied to fashion design, styling and fashion image, textile materials and technologies applied to fashion.

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Published

2024-10-02

How to Cite

Dantas, Ítalo J. de M., Freire, A. G., Curth, M., Solino, L. J. S., & Mendes, L. de B. (2024). “Who to trust?”: Antecedents in fashion consumption endorsed by digital influencers. Revista De Design, Tecnologia E Sociedade, 11(2). Retrieved from https://periodicos.unb.br/index.php/design-tecnologia-sociedade/article/view/53099

Issue

Vol. 11 No. 2 (2024): Revista de Design, Tecnologia e Sociedade

Section

Artigos

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