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This study was explored how millennials identified fashion opinion leaders in social media and their influence on millennial fashion consumption. Thematic analysis of qualitative data from 76 female college students revealed factors of identifying fashion opinion leaders in social media: (1) bloggers' personal characteristics and (2) Platform characteristics used by bloggers. Opinion leaders provided fashion product information (i.e., product reviews and locations), confirmation of purchases (i.e., relieving post purchase dissonance), and styling advice (i.e., introducing and inspiring new trends) which helped followers purchase products or follow a similar style the opinion leaders endorsed. Also, millennials use interact with opinion leaders in social media for entertainment, social interaction/communication, wanting to be on trend, fear of missing out on trends, easy/convenient to use, and routine behavior. It helps to understand what makes millennials visit opinion leaders on social media.

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Jan 1st, 12:00 AM

Millennials' Fashion Consumption: Who Are Fashion Opinion Leaders in Social Media?

This study was explored how millennials identified fashion opinion leaders in social media and their influence on millennial fashion consumption. Thematic analysis of qualitative data from 76 female college students revealed factors of identifying fashion opinion leaders in social media: (1) bloggers' personal characteristics and (2) Platform characteristics used by bloggers. Opinion leaders provided fashion product information (i.e., product reviews and locations), confirmation of purchases (i.e., relieving post purchase dissonance), and styling advice (i.e., introducing and inspiring new trends) which helped followers purchase products or follow a similar style the opinion leaders endorsed. Also, millennials use interact with opinion leaders in social media for entertainment, social interaction/communication, wanting to be on trend, fear of missing out on trends, easy/convenient to use, and routine behavior. It helps to understand what makes millennials visit opinion leaders on social media.

 

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