Samenvatting

As social media platforms, such as Instagram, continue to expand and evolve, fashion brands also have to change and adapt to reach its consumers. Influencer marketing is a relatively new marketing strategy that came up in the course of the growing popularity of social media. Macro- and micro-influencers function as influencers and promote brands/products on their social media channels. Especially on Instagram, many posts can be observed in which influencers endorse high-street fashion brands such as H&M. Since it is a relatively new marketing strategy, more research is needed to look at the effectiveness of this phenomenon. Hence, the following research question is formulated: How can high-street fashion brands choose the right influencer on Instagram to improve the purchase intention of consumers? Related sub-questions are formulated which also transition into hypotheses. The Theory of Planned Behaviour (TPB) is chosen as the framework of the purchase intention.

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