INFLUENCE OF INSTAGRAM HANDLE IN PROMOTING FASHION DESIGN (CEO LUMINEE OFFICIAL)

INFLUENCE OF INSTAGRAM HANDLE IN PROMOTING FASHION DESIGN (CEO LUMINEE OFFICIAL)

​​​​​​​BACKGROUND OF THE STUDY

It's no secret that social media has taken over many aspects of modern life. As previously said, social networking has expanded at an exponential rate in the last decade. To say the sector has grown exponentially is an understatement; it has entirely transformed the society we live in (Alsubagh, 2015). While there are several social media platforms, Facebook, Twitter, and, more lately, Instagram and Pinterest have exploded in popularity and have become an integral part of many people's daily lives. These four sites might be said to dominate the market and to encapsulate the ideas and concepts associated with "social media" in discourse.

The social media phenomena has gotten increasingly entertaining throughout the world in recent years. According to Bazley (2016), social media is a sort of online media that facilitates discourse rather than conventional media, which offers material but does not enable readers, viewers, or listeners to engage in its production or evolution. Social media includes anything from social sharing sites like YOUTUBE and Flicker to social networking sites like Facebook and Twitter. Several new brand names have emerged in the last six to seven years that were almost unknown six to seven years ago. Facebook, which was created by a 26-year-old 26-year-old 26-year-old 26-year-old 26-year-old 26-year-old 26-year-old 26-year-old 26-year-old 26-year-old 26-year-old 26-year-old 26-year-old 26- Twitter, Chatter, LinkedIn, and Yammer are just a few examples. According to Bozzi (2013), in addition to social networking sites like Facebook, the normal guy has access to blogging sites and could start up his own blog from the comfort of his own home. Many individuals have found the ability to broadcast instantly without relying on the services of a third party to be quite freeing. Many individuals have been ecstatic about the prospect of expressing their opinions, lifestyles, dislikes, and everything else about themselves in the media.

Individuals and communities exchange, co-create, discuss, and modify user-generated content through social media, which uses mobile and web-based technologies to build highly dynamic platforms (Oliver, 2018). The term "social media" is thrown about a lot. It's a website that not only provides you with information, but also interacts with you while doing so. It is a collection of web-based applications that allow users to create and share user-generated content.

Fashion businesses may use social media to draw the attention of younger generations, develop brand awareness, and market items (O'Kane, Sean 2017). Because social media platforms allow for interactive encounters between businesses and customers, it is one of the most effective methods to pique consumers' interest in certain trends. Many fashion design firms, such as anjy luminee couture limited, the fashion design brand of (CEO luminee official), aggressively disseminate information about their ecologically sustainable and fair-trade products as customers pay greater attention to environmental and social problems (Hendricks, & Noor-Al-Deen, 2017). As a result, fashion businesses take use of social media by uploading photographs and textual material that support sustainability events and campaigns while showcasing the natural beauty of their items.

Instagram (IG) is a social networking and multi-media sharing app that is available for free (Edwards & Esposito, 2019). Instagram is one of the popular social media applications. Individuals are given a blank canvas to successfully execute multiple identities via their involvement of activities and behavior thanks to the clutter-free user interface and planned sharing mechanism (Hanaysha, 2016). IG's continued success is due to its ergonomically built mobile-friendly features, stories integration, commerce friendliness, and improved discovery through hash-tagging, unlike other social media (SM) programs. We may constantly integrate our online and offline personalities through visual communication on Instagram (Bozzi, 2013).

According to Brake, "Instagram was created in 2010." (2019). "It's a smartphone app that lets users to share photographs and videos with their friends and followers" (De Lenne, Vandenbosch, 2017) Instagram may also interact with other social media platforms such as Twitter and Facebook, allowing links to Instagram content submitted by Instagram users to appear on other social media platforms. Like Twitter, Instagram offers followers features. Followers are other people who keep up with our Instagram account, and when we post anything on Instagram, others who become followers will be able to view it right away.

According to Copp (2016), Instagram can assist businesses in promoting their products or services, and what distinguishes Instagram from other social media platforms is that Instagram prioritizes visual material.

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