Date of Award
Fall 2024
Degree Type
Thesis
Degree Name
Master of Arts (MA)
Department
Communication
First Advisor
Dr. Chin Chung Chao
Abstract
As the production and disposal of cheap, trendy clothing continues to be a growing environmental crisis, fast fashion companies are only increasing profits and strengthening their marketing tactics. A prevailing tactic for these companies is the use of social media influencers promoting fast fashion items online. This explanatory sequential mixed methods research study analyzes the themes within the content promoted by social media influencers and then gives context to those themes through the voices of social media users. This study reveals a presence of personal branding, relatability, and repetition in social media content promoting fast fashion. Additionally, it reveals the intuitive nature of social media users and a feeling of fatigue from seeing repetitive, sponsored, and disingenuous content. The implications and findings from this research will help scholars and sustainability advocates understand the tactics of SMIs promoting fast fashion and how the target consumers use and interact with this content.
Recommended Citation
Kemple, Leah, "Examining the Influence of Social Media Influencers on Fast Fashion Consumption and Environmental Impact: A Mixed Methods Analysis" (2024). Communications Theses, Dissertations, and Student Creative Activity. 5.
https://digitalcommons.unomaha.edu/commstudent/5
Comments
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