What is Brand/Digital Brand

Social media influencers (SMIs) in the fashion industry become professional individuals who have a large following on social media platforms such as Instagram, Facebook, TikTok, and YouTube. Many SMIs in the fashion industry have become successful in their own right and have gained significant influence in the fashion world projecting their branded personas. Fashion industry SMIs can face several challenges including the need to constantly create new and rich content; develop engaged narratives; pressure to maintain a certain image, the rivalry from other influencers. However, there are also many opportunities for SMIs in the fashion industry. Some say it is fertile ground. They can also collaborate directly with brands and use their influence to promote products and services. Having said that, more research is needed to grant reliable data to empower SMIs with accurate knowledge. Based on a systematic bibliometric literature review at Scopus, this research aims to appraise challenges and opportunities in building a SMI landscape in fashion.