INVOLVEMENT OF SOCIAL MEDIA INFLUENCERS IN SUSTAINABLE FASHION IN THE CONTEXT OF THE COVID-19 PANDEMIC
INVOLVEMENT OF SOCIAL MEDIA INFLUENCERS IN SUSTAINABLE FASHION IN THE CONTEXT OF THE COVID-19 PANDEMIC

Summary/Abstract: In the era of digital revolution, which is closely tied with the so-called “fashion revolution”, digital opinion leaders come to the foreground – microcelebrities or influencers whose presence in social media is particularly relevant for younger generations of consumers. One can also point out the negative impact of the global Covid-19 pandemic on the working conditions of social media influencers despite the fact that our current situation has forced us all to move into the online environment, which presupposes increased exposure of social media influencers. The aim of this case study is to map out the specifics of engagement of social media influencers in sustainable fashion during the Covid-19 global pandemic and show the specific aspects connected with influencer marketing, but also the activities of select social media influencers operating in sustainable fashion, primarily focusing on the period of the first wave of the Covid-19 pandemic in Europe.

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