Date of Award
Master of Science
Greenlee School of Journalism and Communication
Journalism and Mass Communication
Jan L. Boyles
For the fashion industry, Instagram has emerged as a primary social media platform for clothing brands, who are quickly learning how to use Instagram to share visual content in hopes of engaging consumers. This study features 13 in-depth interviews with store owners and social media professionals from local brands across the Upper Midwest. This study advances that “brand authenticity” is the most important aspect of Instagram marketing to the local fashion industry.
Opfer, Kasey, "Making a fashion statement: Word-of-mouth marketing on Instagram" (2019). Graduate Theses and Dissertations. 17761.