Kent State students have joined the growing group of micro-influencers transforming the fashion industry by using authenticity to build trust and drive sales through social media.
Brands are turning to everyday social media users, who often have smaller but more engaged audiences, to help reach consumers in meaningful ways. Ahnna Frank, a micro-influencer and Kent State marketing graduate, is part of this growing trend.
Frank says that authenticity is key to her partnerships, only collaborating with brands she genuinely supports.
“If I don’t like it or I don’t use it, it’s really hard to appear genuine,” Frank said. “I want to be genuine.”
Micro-influencers are gaining attention because they are more relatable and create genuine content compared to mega influencers, Dr. Jihyun Kim Vick, fashion professor at Kent State and co-author of “Omnichannel Retailing for the Fashion Business,” said.
Kim Vick said consumers are more drawn to influencers who feel authentic and trustworthy.
“People get turned off by the mega-promotional stretch,” Kim Vick said. “It’s not organic. It’s not authentic.”
Influencer marketing started gaining traction in the late 2000s with the rise of social media platforms like Facebook and Twitter. By the mid-2010s, Instagram became a key platform for brands to partner with influencers through curated posts. Kim Vick said this trend has changed how brands reach consumers.
“As long as we, as users, do not abandon the social media platforms for our entertainment and other purposes, [influencer marketing] will get even more prevalent,” Kim Vick said.
Social media platforms have also changed how people shop for fashion by allowing in-app shopping features that let users purchase directly from posts or videos.
“You are immersed into the experience while you are watching videos,” Kim Vick said. “They have a link in the corner. Those are genius.”
Mobile commerce has increased alongside these features, with social commerce sales in the U.S. expected to reach $100 billion by 2026, according to research by eMarketer.
Social media gives smaller fashion businesses a chance to compete with larger brands by partnering with targeted influencers.
“Social media is opening opportunities for small businesses because they can jump into a space where they can compete with big brands,” Kim Vick said.
Frank values creative freedom and authenticity in her collaborations. She avoids stressing over her account’s growth, preferring organic development.
“I would love for [my growth] to evolve organically,” Frank said.
Kim Vick said she believes influencer marketing will continue growing in the upcoming years, driven by innovations like live-streaming and live-commerce. For Frank, staying authentic remains her top priority.
“I try not to stress too much about my posts because it’s still a creative outlet for me,” Frank said.
Kim Vick said trust is critical in these partnerships. It plays a large role in shaping consumer attitudes and purchasing decisions.
“If creators or influencers are building their brands carefully and curating in an authentic way, consumers will build trust through those interactions,” Kim Vick said.
Samantha Abate is a reporter. Contact her at [email protected].