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Social identity drives fashion sales via Instagram influencers
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Social identity drives fashion sales via Instagram influencers
A new study in the *Journal of Theoretical and Applied Electronic Commerce Research* suggests that how followers see themselves socially plays a key role in whether they buy fashion items promoted by Instagram influencers. The research, led by Ghaith Al-Abdallah from the University of Kurdistan Hewlêr, looked at millennial women in Erbil, Kurdistan, and found that their sense of belonging… Source
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