Key Weapon for Battle – INFLUENCERS The clue is in the name: essentially, they are individuals who have the ability to influence the opinions or buying decisions of your target audience, largely thanks to their social media following Simpson (2015). According Trammell & Keshelashvili (2005), influencers influence by impression management tactics and self-presentation. In addition,…Continue Reading The battle of The Fashion Retail Giants to Capture Millennials: Examples from Boohoo, H&M, New Look, Asos and Primark