With the emergence of web 2.0, blogging platforms and social networks, opinion leaders, known as influencers, began to influence the way users think in the digital sphere. Due to the above, fashion brands included these characters in their marketing strategies. This academic article studied the tactics used by some of the Colombian influencers for the development and creation of fashion trends. The foregoing with the aim of identifying which are the most used communication and interaction strategies on Instagram. Through this research, it was established that, regardless of their style and identification seal, influencers manage to give life to garments and accessories, which allows establishing a closer relationship between users and fashion.
|Translated title of the contribution||Colombian influencers in the development of fashion trends: An analysis of opinion leaders on Instagram|
|Original language||Spanish (Colombia)|
|Title of host publication||Comunicación en la era postcovid, medios audiovisuales y análisis|
|Editors||Jesús Díaz Campo, Luz Martínez Martínez|
|Place of Publication||Madrid|
|Number of pages||14|
|State||Published - Oct 2021|