The Role of Instagram Influencer in the Consumer Decision Making Process in the France Fashion Industry

Leila Baizakova

Bakalářská práce

Abstract:

The main goal of this thesis is to understand the impact of fashion influencers through social media platform such as Instagram. The theoretical part describes the consumer decision-making process and other related theories that can affect the consumer’s purchase intentions. It also provides information about social media marketing, types of influencers, and a brief introduction to fashion bloggers. In the practical part, French brands and their influencers were analysed in order to see how they affect consumers’ decision-making process. This study helps to acknowledge the importance of communication and engagement both the influencer and follower. The sample size of 10 French fashion brands and their influencers were analysed in order to give valuable information for brands on how influencers affect the consumer’s behaviour.

Keywords

Social media, Instagram, Fashion influencer, The decision- making process, Fashion industry

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 15. 3. 2022

Obhajoba závěrečné práce

• Vedoucí: Ing. Lenka Platilová Vorlíčková

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program / obor:
Economics Policy and Administration / Business Administration