Fashion influence marketing. Study of the new model of consumption in Instagram of university millennials

The digital revolution has generated a social change in the consumption of Fashion. In a global market, with a more demanding and informed consumer and maximum levels of competition, brands are obliged to use all the resources at their disposal to maintain and grow. A double challenge arises for companies. On the one hand, take advantage of the profitability, accessibility and proximity of the network to influence the purchasing decisions of a...