University of Twente Student Theses
Fashion Influencers on Instagram: Their Impact on Young Adults’ Purchasing Habits in the Netherlands
Tanta, Angeliki (2024) Fashion Influencers on Instagram: Their Impact on Young Adults’ Purchasing Habits in the Netherlands.
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| Abstract: | In today's digital age, social media platforms have revolutionized how brands connect with their audiences, with influencer marketing becoming a pivotal strategy. This study investigates the impact of fashion influencers on Instagram on the purchasing habits of young adults in the Netherlands. The primary objective is to determine to what extent influencer advertisements on Instagram affect the fashion-related purchasing decisions of individuals aged 18 to 28. Utilizing a mixed-methods approach, the research combines a quantitative survey to gather comprehensive data. Findings reveal a significant positive relationship between exposure to influencer advertisements on Instagram and the purchasing habits of young adults. In contrast, trust moderates the relationship between exposure to influencer advertisements and purchasing habits. Additionally, the study examines Zalando, an online fashion retailer. It illustrates that their strategic use of social media influencers does not significantly affect the shopping habits of young adults in the Netherlands. These insights suggest that influencer marketing effectively increases brand visibility and influences purchase decisions among young adults. However, the role of trust, while necessary, is not the sole factor driving these habits. For brands aiming to optimize their marketing strategies in the Dutch market, it is crucial to focus on both the authenticity of influencers and transparency. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/100468 |
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