Zuzana Schlosserová, Michaela Pániková

ENGAGEMENT OF MICROINFLUENCERS IN THE FIELD OF SUSTAINABLE FASHION

Introduction

Engagement of microinfluencers in the field of sustainable fashion. Explore the engagement of micro-influencers in sustainable fashion on social networks. This study analyzes user perspectives on influencer marketing and its impact.

Abstract

The presented article deals with the issue of micro-influencers on social networks, focusing on micro-influencers in the field of sustainable fashion. In the theoretical part, we deal with social networks, influencer marketing, a closer definition of a micro-influencer and the sustainable fashion industry. With the help of a questionnaire survey, we are trying to find out their engagement in this sector from the point of view of users of social networks. We analyse the obtained data in more detail in several sections. In order to fulfil this goal of the work, we set several research questions, which we answer at the end of the work and compare them with other researches.

Review

The article titled "ENGAGEMENT OF MICROINFLUENCERS IN THE FIELD OF SUSTAINABLE FASHION" addresses a highly contemporary and relevant topic at the intersection of digital marketing and ethical consumerism. The abstract clearly outlines an exploration into the role and engagement of micro-influencers specifically within the sustainable fashion industry, from the perspective of social network users. This focus on user perception of engagement offers a potentially valuable insight into how these specialized influencers resonate with their audience, contributing to our understanding of effective communication strategies for sustainability. The theoretical foundation appears robust, promising a comprehensive overview of social networks, influencer marketing, the definition of a micro-influencer, and the sustainable fashion sector. Methodologically, the reliance on a questionnaire survey to gather data from social network users on micro-influencer engagement is a straightforward and appropriate approach for capturing user-centric views. The stated intention to analyze this data in detail, address specific research questions, and compare findings with existing literature suggests a structured and evidence-based investigation, which is a positive aspect for the empirical contribution of the work. This study has the potential to offer meaningful insights for both marketers in the sustainable fashion sector and researchers interested in influencer marketing dynamics. Understanding user engagement with micro-influencers in this specific niche can inform more targeted and authentic marketing campaigns, ultimately fostering greater awareness and adoption of sustainable practices. While the abstract provides a solid framework, the ultimate impact will depend on the depth and rigor of the data analysis and the specificity of the "engagement" metrics explored. Overall, the article presents a timely and well-defined research endeavor that promises to contribute to an evolving area of academic and practical interest.

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