[en] Social networks have become an important source of information at all stages of the buying process, so companies are looking for new ways of communication to reach users through them, thus the emergence of influencer marketing. More and more fashion companies are applying influencer marketing to promote their products and brand values, and that is why this work delves into influencer marketing and how companies decide which type of influencer they prefer to work with. In this context, this dissertation aims to clarify whether there is a trend among fashion brands and companies to collaborate through the social network Instagram with more micro-influencer profiles, rather than with macro-influencers. The concept of influencer marketing is defined by approaching the figure of the influencer, whose behaviour and strategies when publishing on networks are identified. Instagram is also analysed as a communication and advertising channel in the fashion sector and it is explained the relationship between influencers and brands and their contribution to communicative action. It is also included an approach to the profile of social media consumers, as well as a study of their perception of the content resulting from influencer marketing, especially in terms of understanding what level of trust and credibility they give to the figure of the influencer. In order to achieve these objectives, a literature review and different analytical studies were carried out, including: four interviews with experts in marketing and the fashion; four interviews with influencers; a survey that was designed and launched to young people between 25 and 40 years old, belonging to Generation Z and Millennials; and finally, an analysis of the content of marketing campaigns carried out by four influencers, two of them classified as micro influencers and the other two as macro influencers. These studies made it possible to obtain data on the three key figures involved in influencer marketing: the influencer, the brand and the consumer. The main conclusion was that there is indeed a tendency among fashion brands to collaborate on Instagram with more micro influencer 5 profiles. As these allow a better segmentation of the target audience of the campaigns, and provide greater credibility due to their knowledge of their niche. It is precisely the opinion of influencers and their knowledge of a topic of interest to the user, the main reason why users follow them, with 63.1% of respondents agreeing.

[gl] As redes sociais convertéronse nunha importante fonte de información en todas as fases do proceso de compra, por iso as empresas buscan novas formas de comunicación para chegar aos usuarios a través delas, dando así lugar ao marketing de influencia. Cada vez son máis as empresas de moda que aplican o marketing de influencers para promocionar produtos e valores de marca, e por iso este traballo afonda no marketing de influencers e como deciden as empresas con que tipo de influencers lles convén traballar. Neste contexto, preténdese aclarar se existe unha tendencia entre as empresas de moda a colaborar a través da rede social Instagram con máis perfís de micro influencers, en lugar de con macro influencers. O concepto de marketing de influencias defínese achegándose á figura do influencer, cuxo comportamento e estratexias se busca identificar á hora de publicar en redes. Tamén se analiza a rede social Instagram como canle de comunicación e publicidade no sector da moda e explícase a relación entre influencers e marcas e cal é a súa contribución á acción comunicativa. Así mesmo, inclúese unha aproximación ao perfil dos consumidores da rede, así como o estudo da súa percepción cara aos contidos derivados do marketing de influencers, sobre todo no que se refire a saber que nivel de confianza e credibilidade outorgan á figura do influencer. Para acadar estes obxectivos realizouse unha revisión da literatura e realizáronse diferentes estudos analíticos entre os que destacan: catro entrevistas a expertos en marketing e no sector da moda en xeral; catro entrevistas a influencers; deseñouse unha enquisa que se lanzou a mozos de entre 25 e 40 anos, pertencentes á Xeración Z e Millennials; e finalmente, realizouse unha análise do contido das campañas de marketing realizadas por catro influencers, dous deles clasificados como micro influencers e os dous restantes como macro influencers. 4 Estes estudos permitiron conseguer datos das tres figuras implicados no marketing de influencers: o influencer, a marca e o consumidor. Obtendo como principal conclusión que, efectivamente, existe unha tendencia entre as marcas de moda a colaborar en Instagram con máis perfís de micro influencers, xa que estes permiten unha mellor segmentación do público obxectivo das campañas, e proporcionan maior credibilidade debido ao seu coñecemento no seu nicho. A opinión dos influencers e o seu coñecemento dun tema de interese para o usuario é precisamente o principal motivo polo que os usuarios os seguen, cun 63,1% de respostas coincidentes.