Exploring the Ethical Dimensions of Influencer Communication in the Fashion Industry

Ivana Ercegovac – Faculty of Applied Media, FWC, Higher Colleges of Technology, UAE

Mirjana Tankosić – Faculty of Applied Media, FWC, Higher Colleges of Technology, UAE

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.

7th International Scientific Conference – EMAN 2023 – Economics and Management: How to Cope With Disrupted Times, Ljubljana, Slovenia, March 23, 2023, SELECTED PAPERS, published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-70-7, ISSN 2683-4510, DOI: https://doi.org/10.31410/EMAN.S.P.2023

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

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