“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.

Downloads

Download data is not yet available.

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.

References

AJZEN, I.; FISHBEIN, M. Understanding attitudes and predicting social behaviour. London: Pearson, 1980.

BLACKWELL, R. D.; MINIARD, P. W.; ENGEL, J. F. Comportamento do consumidor. São Paulo: Thomson Learning, 2005.

BORGES, C. N. A nova comunicação e o advento dos digital influencers: pesquisa realizada sobre blogueiras de moda. In: XVIII Congresso de Ciências da Comunicação na Região Centro-Oeste, Goiânia, 2016. Anais... Intercom, 2016.

CARRASQUILLA, T. Obra Completa: Tomás Carrasquilla. Medellín. Editorial Universidad de Antioquia, 2008.

CLAUDINO, A. L. Turismo fashion. 2020. 29f. Trabalho de Conclusão de Curso (Graduação em Turismo) – UFRN. Natal, 2020.

CUENCA-PIQUERAS, C.; GONZÁLEZ-MORENO, M. J.; CHECA-OLMOS, J. C. ¿Empoderadas u objetivadas? Análisis de las ciberfeminidades en las influencers de moda. Investigaciones Feministas, v. 12, n. 1, p. 19–30, 2021.

DORIA, P. Consideraciones sobre moda, estilo y tendencias. Cuaderno del Centro de Estudios en Diseño y Comunicación, v. 42, p. 101-106, 2012.

FISHBEIN, M.; AJZEN, I. Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley, 1975.

FREIRE, R.; BEHLING, H. P.; REINERT, J. Endosso de celebridades: uma análise baseada na complementaridade de modelos teóricos. In: Anais do XI Congresso de Ciências da Comunicação na Região Sul, Novo Hamburgo, RS, vol. 17, 2010.

FRINGS, G. S. Moda: Do Conceito ao Consumidor. Porto Alegre: Bookman Editora, 2012.

GIL, A. C. Métodos e Técnicas de Pesquisa Social. 6. ed. São Paulo: Editora Atlas, 2008.

GOMES, M. A.; MARQUES, S.; DIAS, Á. The impact of digital influencers’ characteristics on purchase intention of fashion products. Journal of Global Fashion Marketing, v. 13, n. 3, p. 187-204, 2022.

HAIR, J. F. et al. Multivariate Data Analysis. 7. ed. New York: Pearson, 2009.

HORTON, D.; WOHL, R. R. Mass Communication and Para-Social Interaction: Observations on Intimacy at a Distance. Psychiatry: Interpersonal and Biological Processes, v. 19, n. 3, p. 215-229, 1956.

KANG, J.; NAMJUNG, Y. The information quality and source credibility matter in customers’ evaluation toward food O2O commerce. International Journal of Hospitality Management, v. 78, p. 189-198, 2019.

KOTLER, P. Administração de Marketing: A edição do novo milênio. 10. ed. São Paulo: Prentice Hall, 2000.

LIM, X. J.; RADZOL, A. M.; CHEAH, J.; WONG, M. W. The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, v. 7, n. 2, p. 19-36, 2017.

LIPOVETSKY, G. O Império Efêmero: A Moda e Seu Destino nas Sociedades Modernas. São Paulo: Companhia das Letras, 2009.

LIU, M. Determining the role of influencers’ marketing initiatives on fast fashion industry sustainability: The mediating role of purchase intention. Frontiers in Psychology, v. 13, p. 940649, 2022.

MARIANO, A. M. Tornando-se um Digital Influencer: Um Estudo dos Fatores que Influem em sua Concepção. In: XXVI Congresso Internacional AEDEM, 2017. Anais… 2017.

MARTÍNEZ-SANZ, R.; FERNÁNDEZ, C. G. Comunicación de Marca en Instagram, ¿Una Cuestión de Género? El Rol del Influencer de Moda. Masculinidades y cambio social, v. 7, n. 3, p. 230-254, 2018.

MEDEIROS, C. R. W. Uso das culturas e ressignificação das "identidades" na região do Seridó Norte-rio-grandense. 2012. 125f. Dissertação (Mestrado em História). Universidade Federal de Campina Grande. Campina Grande, 2012.

MIRANDA, A. P. Consumo de Moda: A Relação Pessoa-Objeto. São Paulo: Estação das Letras e Cores, 2008.

MOURA, L. L. Moda como expressão de identidade no mundo contemporâneo. 2018. 97 f. Dissertação (Mestrado em Psicologia Social) - Universidade Federal de Sergipe. São Cristóvão, 2018.

POLLINI, D. Breve História da Moda. São Paulo: Editora Claridade, 2018.

RECH, S. R. Moda: Por Um Fio de Qualidade. Florianópolis: Udesc, 2002.

RENCHEN, K. D. Influencer impact on brand awareness: A mixed method survey in the German fashion segment. European Journal of Business Science and Technology, v. 6, n. 2, p. 138-153, 2020.

SANTOS, A. et al. Survey. In: SANTOS, A. Seleção do método de pesquisa: guia para pós-graduando em design e áreas afins. Curitiba: Insight, 2018. p. 177-198.

SILVA, A. S.; COSTA, M. F. Appearances can (not) be deceiving purchase of hotel services endorsed by Instagram digital influencers. Brazilian Journal of Marketing, v. 20, n. 1, p. 52-77, 2021.

SILVA, A. S. As aparências (não) enganam: credibilidade da fonte, relação parassocial e uso das mídias sociais como antecedentes da intenção de compra de serviços hoteleiros endossados por influenciadores digitais do Instagram. 2020. Dissertação (Mestrado em Hotelaria e Turismo) - Universidade Federal de Pernambuco, Recife, 2020.

SIMMEL, G. Filosofia da moda. Lisboa: Edições Texto & Grafia Ltda., 2014.

SOUZA, L. L. F. et al. Reflexões sobre o Consumo em Redes Digitais: um Ensaio Acerca das Interações entre Redes Sociais, Digital Influencers e Usuários. Teoria e Prática em Administração, [S. l.], v. 11, n. 1, p. 93–105, 2020.

WANG, X.; YU, C.; WEI, Y. Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of Interactive Marketing, v. 26, n. 4, p. 198-208, 2012.

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