10. Appendix
10.1 Interview Guide
First Part
• Do you use Instagram? How often do you use it?
• Are you active on Instagram? Do you post content?
• Which type of content do you consume the most? Why?
• Do you believe that Instagram is a good marketing tool ?
• Do you perceive it as an authentic platform with regards to fashion industry?
Fashion Brands
• Do you follow fashion brands on Instagram?
• What kind of fashion brands do you follow?
• Why do you follow them on Instagram?
• Do you feel a closer connection with them by following them on Instagram?
• Do you follow brands which are similar or different to your styles?
• Do you follow more brand which reflect your inner self or do you follow brands that reflect who you would like to be?
User Engagement
• Do you follow any fashion influencers?
• Are you engaged by their content? Stories and posts mainly
• How do they influence your purchases?
• Do you feel a sort of connection to them and their lives?
• How important is for you that the influencer when promoting a certain product is considered credible?
• Did you start following a brand that they were sponsoring?
• If yes, why? Did you find the content more appealing than the influencer herself?
• Have you ever purchased a product by the swipe-up function that instagram stories include?
• Have you ever purchased and used any discount code mentioned on the stories?
• Do you/ Would would feel part of a brand community if purchasing those brands?
Co-creation
• We refer to co-creation on Instagram as the process of sharing any ideas with a brand or with an influencer. This includes for example answering to any poll, giving any feedback on a product, making any kind of suggestion and so on. Basically anything that might help the brand to innovate and to shape its brand values.
• Have you ever commented a post or story of a brand?
• Have you ever replied to a poll on a story?
• Have you ever suggested anything to an influencer ?
• Have you ever posted a story and tagged the brand that you are wearing?
• Have you ever been reposted by a fashion brand? If yes, how did you feel about it?
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Female Empowerment
• Are you concerned about feminism? (How did it start?)
• Which brands come to your mind within fashion industry that actively use Instagram and promote female empowerment?
• Do you feel more attracted to the brand because of its message of empowering women?
• Do you think fashion could make the difference in conveying the message of a strong and independent women?
Second Part
Now I will ask you to open Instagram on your phone and we will ask you some questions according to some brands that are promoting Female Empowerment. There are no right
La Semaine Paris
• Do you already follow it?
• Are you aware of who created it?
• Looking at the posts, which is the image of women promoted by this brand? Do you like it?
• What do you think is the target audience?
• Do you think the brand is clearly promoting female empowerment by its content on instagram?
• Do you perceive the brand to be authentic?
• Is the message widespread authentic or do you perceive it as a mere marketing tool?
• Scrolling at the stories (also in evidence) do you feel the brand is engaging the user in being part of the brand?
• Would you feel comfortable to interact with the brand giving a feedback or communicating your opinion?
• Would you feel confident wearing La Semaine Paris?
• Do you identify with the image of women promoted by the brand?
Olivia Palermo collection
• Do you already follow it?
• Are you aware of who created it?
• Looking at the posts, which is the image of women promoted by this brand?
• What do you think is the target audience (in terms of age and women type?)
• Do you like the image of women promoted by the brand? Does it look authentic?
• Do you think the brand is clearly promoting female empowerment by its content on instagram?
• Scrolling at the stories (also in evidence) do you feel the brand is engaging the user in being part of the brand?
• Would you feel comfortable to interact with the brand giving a feedback or communicating your opinion?
• Do you think that is credible in spreading the message of female empowerment?
• Would you feel confident wearing Olivia Palermo Collection?
• Do you identify with the image of women promoted by the brand?
Nasty Gal
• Do you already follow it?
• Are you aware of who created it?
• Looking at the posts, which is the image of women promoted by this brand? Do you like it?
• What do you think is the target audience (In terms of age and type)?
• Do you think the brand is clearly promoting female empowerment by its content on instagram?
• Do you perceive the brand to be authentic?
• Is the message widespread authentic or do you perceive it as a mere marketing tool?
• Scrolling at the stories (also in evidence) do you feel the brand is engaging the user in being part of the brand?
• Would you feel comfortable to interact with the brand giving a feedback or communicating your opinion?
• Would you feel confident wearing Nasty Gal?
• Do you identify with the image of women promoted by the brand?
• Which one of these brands do you think is more authentic in conveying the message of independent and empowered women?
• Why do you think *name of the brand chosen* is more credible?
• Do you believe that authenticity is a key element in their branding strategy?