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Abstract

Consumer innovativeness indicates the the degree of consumers' tendency to buy new products, services or brands. The focus of this research is the relation of consumer innovativeness with hedonic consumption, social identity and self-esteem. With the purpose of detecting the relations of hedonic consumption, self identity and self-esteem with consumer innovativeness, a quantitative research has been carried out. The survey instrument has been formed by using four scales from the existing literature. The universe of the research has been detected as the students of University of Turin -Italy. Due to the fact that the universe comprised of Italians, the survey instrument was translated from its original language English to Italian by using the methods of back-translation and pre-test. In accordance with the descriptional and relational model of research, several tests were applied to the data using SPSS and Lisrel. Finally results have been analyzed and discussed.

Social media created an entirely new type of influencers and changed the way for generating, collecting and sharing information and how people contribute to content. These influencers are called the "digital influencers" and they represent new type of opinion leaders with a huge potential of network and influential power over consumers. Their growing power is leading them to be gradually included in brand communication strategies with the aim of transmitting brand messages to target consumers. In particular, many brands benefit from the huge influential power of this new group of opinion leaders for new product entries. This paper explains how digital influencers take place in diffusing brand messages for new product entries from the perspective of the 'diffusion of innovations theory' with an investigation directed to digital fashion influencers' Instagram posts on new product entries. The research is a descriptive study that utilizes quantitative content analysis. Through an investigation of the verbal and visual texts of Instagram posts, this research seeks to understand the diffusion of new products through digital influencers. The analyzed posts clustered into 24 product categories. Posts differentiate based on its spontaneous or professional looking content. Products are presented in four ways: the product itself, the product in use, moments with friends/family, catalogue style posts. NPE posts endorse three main types of innovations: product, market and social innovations.

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