The Effects of Influencer Marketing on Instagram and TikTok on Brand Awareness in the fashion industry

The Effects of Influencer Marketing on Instagram and TikTok on Brand Awareness in the fashion industry

Increasing brand awareness is the top goal that marketers seek to achieve when working with influencers on social media. To illustrate the effects of influencer marketing on brand awareness on TikTok and Instagram, this thesis analyzes ten fashion influencers that worked with the fashion retailer, Shein, in the past. One post per influencer on Instagram and TikTok was used to calculate variables like reach and engagement. The results show that both Instagram and TikTok are great platforms for fashion brands and retailers to promote their products through influencers. While TikTok showed a greater reach and engagement per post, Instagram is more predictable regarding the success of each post. Instagram shows a positive correlation between followers and reach, which implies that companies will reach a greater audience when working with macro-influencers. TikTok works differently due to a complex algorithm. This is why, in some cases, micro-influencers might reach more people than macro-influencers.

Yasmin Rieger

5/1/2022

Shani D. Carter, Ph.D.

Business

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application/pdf

28 pages

eng

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2022_Business_ Rieger

Wagner College, Staten Island, NY

Thesis

2022