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Will I Follow My Ideal Self Everywhere? Exploring Consumers’ Perceptions Towards Fast Fashion Influencers on Instagram

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Fashion Marketing in Emerging Economies Volume I

Part of the book series: Palgrave Studies of Marketing in Emerging Economies ((PSMEE))

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Abstract

Fast fashion buyers often rely on information they receive from Instagram influencers when selecting their outfits or fashion items. The objective of this study is to explore quick fashion consumers’ views on Instagram influencers. We have conducted an existential-phenomenological interview with sixteen consumers. The findings revealed that consumers view social media influencers as experts in fast fashion and 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 fast fashion brands and still opt in for fashion items regardless of sponsorship. This research contributes to our understanding of the influence of fast fashion social media influencers from the consumers’ perspectives.

This research has been supported by Chulalongkorn University Second Century Fund (C2F), Chulalongkorn University, Bangkok, Thailand, awarded to Dr Tanyatip Kharuhayothin, high-efficiency postdoctorate researcher, to work with Dr Yupin Patarapongsant, a corresponding author. It has also been partially supported by the Behavioral Research and Informatics in Social Sciences Research Unit, SASIN Graduate Institute of Business Administration, Chulalongkorn University, 254 Phayathai Road, Wang Mai, Pathum Wan, Bangkok, Thailand, 10330.

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Author information

Authors and Affiliations

  1. Sasin School of Management, Chulalongkorn University, Bangkok, Thailand

    Tanyatip Kharuhayothin & Yupin Patarapongsant

  2. School of Business and Communication Arts, University of Phayao, Phayao, Thailand

    Tanyatip Kharuhayothin

Authors
  1. Tanyatip Kharuhayothin
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  2. Yupin Patarapongsant
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Correspondence to Yupin Patarapongsant .

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Editors and Affiliations

  1. Fashion Education Group, London, UK

    Frederica Brooksworth

  2. Greenwich Business School, University of Greenwich, London, UK

    Emmanuel Mogaji

  3. University of Hertfordshire, Hatfield, UK

    Genevieve Bosah

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Kharuhayothin, T., Patarapongsant, Y. (2023). Will I Follow My Ideal Self Everywhere? Exploring Consumers’ Perceptions Towards Fast Fashion Influencers on Instagram. In: Brooksworth, F., Mogaji, E., Bosah, G. (eds) Fashion Marketing in Emerging Economies Volume I. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-07326-7_4

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