Keller's resonance model in the context of fashion branding: persuasive impact through the figure of the influencer

Abstract

There is a saturation related to the traditional advertising format insertion, which leads to a decrease in the effectiveness of commercial communication especially in the fashion industry. Therefore, brands are implementing important communication efforts to reach their target in a kindly way. So, social networks and the influencer figure, which has become a strategic tool, are becoming particularly important. The aim of this research is to explore the influence that these profiles have on consumers when choosing fashion brands. To do so, this research uses a triple approach methodology based on Keller's Resonance Model. The results show that the value of the brand is amplified thanks to the resonance that influencers create in their communicative actions of collaboration with brands.