Exploring the Ethical Dimensions of Influencer Communication in the Fashion Industry
Exploring the Ethical Dimensions of Influencer Communication in the Fashion Industry

Author(s): Ivana Ercegovac, Mirjana Tanasković
Subject(s): Social Sciences, Economy
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Influencer communication; Ethics; Fashion industry; Social media consumer Perceptions; Sponsored content
Summary/Abstract: Influencer communication significantly impacts the fashion industry by shaping consumer preferences and purchasing decisions. This research aims to analyze social media consumer perceptions of the ethics of influencer communication in the fashion industry, focusing on understanding sponsored content, credibility, genuineness, and trust in influencer-generated content as a source of fashion product information. A global perspective is taken, with a representative sample of consumers surveyed online. Quantitative research methods are employed, using descriptive statistical analysis to better understand consumer perceptions. The study aims to provide a comprehensive understanding of consumer views on influencer communication ethics and offer potential best practices and guidelines for the fashion industry. The results could benefit fashion brands and influencers by helping them understand their target audience's expectations and improve the authenticity and quality of influencer communication.

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