Investigating the Role of Virtual Networks in Promoting Fashion: Typology and Pathology with an Emphasis on Instagram

The purpose of this study is to investigate the role of virtual networks in promoting fashion: typology and pathology with emphasis on Instagram. The research method was qualitatively analyzed through initial, centralized, centralized and theoretical coding. According to the research model, the role of virtual networks in fashion promotion includes 9 components of fashion in the field of appearance of people, people looking for superficial issues, fashion in anthropology, fashion due to ideological factors, rhetoric and impracticality of reforms, self-made models for fashion reform, lack of media planning in fashion promotion The infinite effectiveness of celebrities on Instagram and the exchange of information by word of mouth are the basis of the role of virtual networks in promoting fashion to examine the proper functioning of the role of social networks with a typological and pathological approach. Findings show that a person's perception can be the effect of a positive or negative "aura" in marketing according to consumer behavior on Instagram. Individual characteristics, physical appearance, and overall attractiveness can influence others' judgments about characters. Brands that use celebrities with a positive "aura" to create a positive relationship with a particular product cause people to follow the lifestyle of some celebrities with fashion and makeup styles, types of posts, or restaurant options, etc. Celebrities are unlikely to support brands in endorsing products that would jeopardize their position, power and reputation