Published Paper Details:

Social media is one of the most sought-after mediums for the transmission of information these days, let alone for advertising and promotion. It has become like "there is no media without social media" and the most important aspects of this system is influencer marketing. Using the example of the fashion brand H and M (Hennes and Mauritz), this case study focuses on how this brand uses social media and especially influencer marketing to promote its brand and gain communication about its brand from our perspective. The main goal here is to address influencer marketing as a more than reliable marketing strategy, especially for fashion brands. This study also highlights how H and M use arguably the 2 most popular social media for the common man, Facebook and Instagram, to effectively utilize the large base they provide for marketing strategies. With the latest trends in social media, such as the popularity of Instagram reels in particular, this is nothing but icing on the cake when it comes to H and M's interests. We see that the main role of marketing in the fashion industry is to make designs visible and successfully sell them to customers, and what better platform than social media to do this. It is also no wonder that consumer habits, let alone shopping habits, have changed since the birth of social networks. It is also important to note that the fashion buying cycle of the average customer is 6 weeks, which is a very short period of time. In fast fashion companies like H and M, the cycle is even shorter. In addition, it is worth noting the commitments that H and M provide to their loyal customers. This study also provides recommendations on how H and M can increase their chances of future development. This study also provides detailed notes on some of the influencers that H and M worked with and how they did it, and of course the success mantra when it comes to social media, especially influencer marketing.