Not solely influencers in the communication plan: a comparative study in the fashion field

Abstract

In recent years, social media and influencers are dominating communication campaigns, due to their power to influence consumers. As a result, some of the traditional communication actors are not being considered in communication plans. However, no study has as yet confirmed their loss of influence over the consumer and their purchasing decisions. Taking the case of fashion into account, this article seeks to compare the power of influence of seven communication actors: media, fashion brands, celebrities, influencers (mega, macro and micro) and influentials. With data from 1176 questionnaires answered through the self-naming method, we can conclude that influencers are surpassed by influentials (close circles) as the opinion-leaders with the greatest impact on the consumer, followed then by fashion brands and the fashion media.