Fashion Designer’s Identity Self-Verification through Social Media Engagement on Instagram

Tin Chun Cheung, Sun Young Choi

    Research output: Journal article publicationJournal articleAcademic researchpeer-review


    In recent years, onlineidentity and social media engagement have been areas of study that havegarnered a lot of interest. However, studies have yet to pinpoint empirical and theoretical connectionsbetween engagement and identity. Moreover, current research lacks holisticmethods for measuring engagement rate and identity. Our multifaceted studyexamines how fashion designers use Instagram as a resource to self-verify theircomplex identities through social media analysis, body & face detection programmes such as Face++ and manual content identification. Statistical tests such as one-way and two-way ANOVAand t-tests were employed to determine the correlation in engagement ratebetween designers, image type and influence tier variables. By engaging with followers, designers verify theirself-identities, which ultimately reinforces the fashion social identityonline. We foundvariation in followers’ engagement behaviour when different identity typecontent, image type and designers of varying influence levels are presented. Accordingto the result, images reflected designers’ personal identity such as selfie,body image, and miscellaneous image drew higher engagement than role identity-relatedimages. Among all image types, the full-body and upper torso more gainedfollower’s attention than a selfie, advertisement and product images in everyinfluence tier. Therefore, fashion designers should consider posting bodyimages as a meaningful form of identity and medium conveying their dressing aesthetic. Our findings suggest managerial implications for designers to strategise theircontent according to their tiers of influence.

    Original languageEnglish
    JournalFashion and Textiles
    Issue number7
    Publication statusPublished - 25 Feb 2022


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