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The Impact of Influencer Marketing on Second hand Market

A study on how to increase the participation in the second hand market for apparel

Written by D. Farhadi, B. Stefanska

Paper category

Master Thesis

Subject

Business Administration>Marketing & Sales

Year

2020

Abstract

Thesis: The second-hand second-hand market is usually associated with sustainable consumption, and the promotion of second-hand clothing will affect consumers' buying behavior and disposal habits. It allows consumers to participate more in the second-hand market and allows them to rethink whether their purchasing decisions are sustainable and will not pose a challenge to the environment (Nagurney, Yu and Floden, 2015). In the second-hand market, second-hand clothing is resold, prolonging the service life of the clothing (Yang, Song & Tong, 2017). In addition, it helps protect the environment because second-hand clothing is not thrown into landfills, but instead Reuse (Sorensen & Johnson Jorgensen, 2019). In addition, the second-hand market mainly includes the purchase, sale or donation of used clothing substitutes, through second-hand stores, charity stores, thrift stores, antique stores, flea markets, action and different online Second-hand clothing market. These items are usually sold or purchased at low prices compared to clothing sold in ordinary clothing stores. Second-hand consumption is mainly driven by sustainable or personal motivations, such as aesthetics or the excitement of looking for authentic and high-quality goods (Sorensen & Johnson Jorgensen, 2019). In addition, as society pays more attention to the environmental impact of excessive consumption and textile waste disposal, the second-hand market will become larger than it is now (Liang & Xu, 2017). However, awareness is still low, so the second-hand market has become a niche market rather than a mass market (Khurana & Tadesse, 2019). A few decades ago, the second-hand market was only related to poverty and low social status, but the trend of fast fashion made clothes a one-time quick purchase item. As a result, second-hand clothing is becoming more and more attractive to many people because it is seen as a way of self-expression and a way of distinguishing consumers (Khurana & Tadesse, 2019) because they can find other Different clothes have low prices (Liang & Xu, 2017). In addition, the reuse of clothing helps reduce the amount of textiles that are discarded in landfills, thereby reducing environmental pollution. Although the second-hand market is now a multi-billion dollar industry with many consumers, there are still some concerns about clothes, especially in Western society. The main concern is the old owner, hygiene and freshness of the clothes, which keeps consumers away from participating in the second-hand market (Liang & Xu, 2017). The fashion industry is one of the most important industries in the world, driving an important part of today's global economy. The textile market accounts for 2% of the global GDP, making it one of the largest consumer industries in the world. At the same time, look at the world. 1.1.4 Influencer Marketing According to the research of Davidavičienė, Davidavičius and Tamosiuniene (2019), through integrated marketing communication, brands can create their own communication channels and reach their ideal audiences. Social media has become an important media in online marketing communication due to its rapid growth and the possibility of reaching target audiences through various social media platforms (Davidavičienė et al., 2019). Through social media, users can share and create content while seeking new skills and self-expression abilities to create communities and relationships. This makes social media channels no longer an optional channel, but a mandatory channel through which information can be effectively disseminated to minimize the risk of misunderstandings, errors and conflicts between groups and individuals (Davidavičienė Et al., 2019). In addition, influencer marketing is a trend evolved from social media marketing, which means the brand, product or service promoted by influencers (Brown & Fiorella, 2013). An influencer is a person with a social media platform who has the ability to influence consumer behavior and perceptions of brands, products, or services. Influencers are the profiles of opinion leaders used by companies and brands in their marketing efforts (Brown & Fiorella, 2013) to increase consumer brand awareness and influence consumers' purchasing decisions (Lou & Yuan, 2019). In addition, influencers can be seen as a third party between the company and consumers, helping to promote consumer behavior in a direction that is beneficial to the company (Lou & Yuan, 2019). However, it is important that influencers work as an independent group (Paço & Oliveira, 2017), focusing on a certain area, namely fashion or fitness, and business cooperation that matches their image (Lou & Yuan, 2019). Through this type of marketing, consumers tend to respond more positively to the promotion because it is done by a person who is considered trustworthy and personable by consumers (Woods, 2016). Currently, social media's perception of consumers and their perception of information and news (Lou & Yuan, 2019). A study by Lou & Yuan (2019) shows that in recent years, more and more consumers rely on social media for news, and they encounter more commercial advertisements at the same time every day. In addition, social media has become more and more accustomed among users, leading consumers to use it to find information because they see it as a source of information (Lou & Yuan, 2019). In a survey of Twitter users, the results showed that 40% of users bought something due to influencers' tweets (Lou & Yuan, 2019). Read Less