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This trend is attributable to the disruptive nature of social media engagement and demand for fast-fashion trends, especially in the United Kingdom online fashion retailers (Nash, 2019). While marketing research reaffirms the positive effects of celebrity endorsement and social media influence on consumer attitude, awareness, and behaviour, the effectiveness of these methods projects disputable reflexions (Audrezet et al., 2020; Nash, 2019: Sinha and Fung, 2021). Nash (2019) proposes the need for additional studies regarding the nexus between social media influencing and celebrity endorsement, and fashion decision making in the contemporary environment. The challenge to conceptualising the influencing efficacy and impact on consumption behaviours is the lack of systemic empirical models within the fashion retail context (Nash, 2019; Nurnafia, 2021). According to Fan and Gordon (2014), native advertisement blends well with different levels of market granularity, thus allowing precision...

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This project looks at the fashion brand Boohoo's use of celebrity endorsement and influencer marketing as a way to market their brand and their products. The goal is to critically review the available literature about the effectiveness of Boohoo's marketing strategy.

Lelilia
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