Marketing

Yiling Shi

Authenticity in Communication: How Fashion Influencers Use Textual and Visual Strategies to Build Trust on Instagram

A close-up studio portrait of a young woman with a clear complexion and long, straight black hair parted centrally. She has dark eyes, full lips, and a subtle natural blush on her cheeks. Her neutral expression is directed at the viewer, and she wears a black collared shirt against a soft, light grey backdrop.

My name is Yiling Shi, a fourth-year Professional Communication student at Toronto Metropolitan University. I’m particularly interested in how communication works across different contexts, with a focus on social media and interpersonal communication.

Through my studies, I have developed a strong appreciation for authentic, audience-centered communication. I enjoy creating messages that are both strategic and relatable, and aim to build meaningful connections and communicate ideas effectively through the skills I’ve developed.

Many social media accounts achieve success through strategic communication. However, “authenticity” is often misunderstood as simply being oneself, as if success can be achieved without intention or strategy.

As a group that frequently succeeds through perceived authenticity, fashion influencers have gained increasing followings and commercial value through the widespread use of social media. Their success is closely connected to communication theory—although this connection may not be immediately obvious, it is valuable to understand and learn from.

This study analyzes these hidden theories to provide insights for those who aspire to become influencers or who are interested in learning communication skills. Beyond personal interest, it also aims to highlight the close relationship between communication and success on social media.

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