Effects of Instagram Influencers on the Adoption of Secondhand Fashion Consumption: Case Studies of Instagram Influencers in Depop

s the use of online marketplaces for second-hand clothing has increased, the effects of social media influencers have become more prominent. However, limited attention has been paid to various types of influencers and their approaches to interacting with their audiences. This chapter aims to identify best practices that social media influencers on Instagram could use to persuade their followers to shop for secondhand fashion on the Depop platform. To identify best practices, comments associated with Instagram posts that mentioned Depop were analysed to assess attitudes towards second-hand fashion. Ten influencers who promoted Depop in their Instagram content were identified, and their visual and textual content were analysed. This chapter provides several recommendations on how secondhand clothing platforms can best use social media influencers to market to consumers' interests. It can also contribute to research within the wider field of marketing in the circular economy.