The contribution of digital influencers for co-creation of value in fashion brands

Abstract

Objective: This article aims to understand how digital influencers can contribute to the co-creation of value between fashion brands and their consumers. Method: This study is characterized as a qualitative and descriptive research. Data collection was conducted through an open questionnaire with three small-sized companies in the fashion industry in Rio Grande do Sul. Originality/Relevance: The theories analyzed have relevance in studies on co-creation of value. The originality of this research is in the empirical field in which it was developed, in exploring co-creation through the relationship established between digital influencers and fashion brands on digital platforms. Results: The influencer can assume an important role in the relationship between the company and the public, providing an approximation between the parties and resulting in the co-creation of value with the brand. It is understood that the influencer has the role of actor in building brand image, and communicates the brand through its own context, positioning it closer to the reality of clients through the experiences exposed on digital platforms. Theoretical contributions: This study offers a theoretical advance by showing that the concept of co-creation of value can also be applied in the relationship between digital influencers and fashion brands.