Social media and the influencer effect in fashion marketing: A content analysis

This study examines the effects of independent and sponsored content produced by Turkish fashion influencers on their interaction with their audience on social media platforms. Social media is a powerful marketing tool used by brands and influencers to reach their target audiences. In the fashion industry, while influencers collaborate with brands through social media platforms, they also produce independent content about personal style and fashion trends. This study analysed influencers' content production processes, interaction rates and social ties with the audience through 10 different videos. In the analysed videos, the main themes of influencers' content include "current fashion trends", "personal style suggestions" and "shopping advice". Especially in sponsored content, the relationship that influencers establish with the brand and the trust they provide to their viewers emerge as important factors that increase interaction rates. In addition, in independent content, the style suggestions and fashion trends offered by influencers to their audiences contribute to the process of creating their own style identities and increase their interaction levels. This study shows that influencer marketing creates a more personal and authentic effect compared to traditional advertising. Influencers not only provide fashion and style information, but also shape the consumption habits of their audiences through the trust-based bonds they establish with their audiences. As a result, it is emphasised that influencer content on social media platforms has a strong impact on the marketing strategies of brands and these effects are not only limited to advertising content, but also transform the daily lifestyles of the audience.