ABSTRACT
The fashion market is becoming more competitive, and fashion brands need to differentiate themselves in order to attract their targets. The consumer is no longer passive and his opinion has a crucial role for brands. In addition to accessing all the information that they need, consumers also share opinions with other people that access the Internet and social networking sites. The consumer is fully informed, stays socially connected with the world, and relies on the opinions of other users on social networking sites. In the current digital era, Influencer Marketing is also relevant. The use of digital influencers is increasingly common and relevant for fashion brands. The aim of this research is to know the technical characteristics of each social networking site, which allow fashion brands to maximize their consumer reach, as well as understand the behaviour of consumers using these platforms. It is concluded that in Portugal, the social networking sites Facebook and Instagram are the most used. However, these are used by different consumer segments: Instagram is used by young people of 15 to 35 years old, and Facebook preferentially used by consumers above 35 years old.
