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

Dublin Core

Title

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

Abstract

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.

Creator

Yasmin Rieger

Date

5/1/2022

Contributor

Shani D. Carter, Ph.D.
Business

Rights

U.S. and international copyright laws may protect this work. It is provided by Wagner College for scholarly or research purposes only. Commercial use or distribution is not permitted without prior permission of the copyright holder.

Format

application/pdf

Extent

28 pages

Language

eng

Type

text

Identifier

2022_Business_ Rieger

Rights Holder

Wagner College, Staten Island, NY

Document Item Type Metadata

Original Format

Thesis

Date Digital

2022

Citation

Yasmin Rieger, “The Effects of Influencer Marketing on Instagram and TikTok on Brand Awareness in the fashion industry,” Wagner College Archives and Special Collections, accessed January 30, 2023, https://wagnercollections.omeka.net/items/show/19407.