The Role of Influencers in Fashion Brand Promotion on Instagram

Recently, the popularity of social networks and the number of unique users began to grow at an incredible pace. Many brands prefer to promote products through Instagram as their main sales channel. This research paper will focus on Instagram influencer marketing and SMM in the fashion industry. The purpose of this research paper is to determine the role of influencers in promoting fashion brands on Instagram. This goal can be achieved by analyzing English-language articles and scientific papers, as well as conducting a complex of qualitative research with fashion brands and quantitative research with consumers. This paper examines the general concept of the role of social media in the fashion industry. The analysis of scientific articles revealed how often fashion brands are promoted on Instagram and which tools are most effective. The main part of the research is devoted to the concept of influencer marketing, its tools and development trends from the point of view of business processes. The article considers the practice of using influence marketing in the promotion of fashion brands, analyzes the market of fashion brands, and examines the experience of interaction between brands and influencers in order to promote fashion products. In addition, one of the expected results of a qualitative study is to understand the promotion of fashion brands on Instagram through influencers, the average result of an advertising campaign and their impact on customer choice.