Instant Buying of Fast Fashion: Are Influencers to Blame?

Abstract

Social media influencers (SMIs) have become a powerful force within the fast-fashion sector and can sway our purchasing behaviors and influence trends within the industry. An increasing number of SMIs are promoting sustainable and ethical fashion products, to encourage followers to be more environmentally-friendly, but at the same time buy fast-fashion. With Instagram now enabling in-app checkout for e-commerce brands, opportunities for an immediate reaction to SMIs’ recommendations are endless. To date, no evidence was presented to demonstrate the link between SMI content and consumer impulsiveness that benefits fast-fashion brands. In an attempt to fulfill this gap, survey data of 465 respondents shows that SMI content as a result of being perceived as both informative and entertaining has a significant role to play in stimulating instant buying. It was also found that the perceived credibility and authenticity of SMIs has a direct and positive link with consumers’ tendencies to buy spontaneously and unreflectively. In light of our findings, we question fast-fashion brands' intent in working with SMIs. It seems that by collaborating with SMIs in an attempt to educate consumers about sustainable and ethical consumption, fast-fashion is triggering a different outcome - commercial gains.