29.05.2026.
Abstract
Economics, Management and Еntrepreneurship
DIGITAL FASHION COMMUNICATION: CONSUMER PERCEPTIONS OF ONLINE CAMPAIGNS AND INFLUENCER IMPACT
This paper examines the role of the digital environment in shaping communication between fashion brands and consumers, with a particular focus on digital marketing campaigns and influencer impact. The study explores respondents’ attitudes toward fashion brands’ digital presence, the frequency and patterns of following brand activities o...
By Neda Srnić, Milica Slijepčević, Jelena Krstić