International Research Journal of Engineering and Technology (IRJET)
e-ISSN: 2395-0056
Volume: 12 Issue: 05 | May 2025
p-ISSN: 2395-0072
www.irjet.net
Understanding Fashion Choices: An Integrated Perspective on Gen Z Consumer Behavior J. Sophia Rosaline1, G. Gayathri1 , J. Lakshmi1 1Assistant Professor, Department of management studies, Bharath institute of higher education and
Research, Selaiyur, Chennai 600073, Tamil Nadu, India ---------------------------------------------------------------------***--------------------------------------------------------------------3. To analyze the types of content and platforms that Abstract
are most influential in shaping Gen Z's fashion choices.
This study examines the impact of social media influencers on Generation Z's purchasing decisions in the fashion industry. Utilizing a mixed-methods approach, we analyze both quantitative data from surveys and qualitative insights from interviews. Our findings reveal significant correlations between influencer marketing and Gen Z consumer behavior, highlighting the growing importance of social media in shaping fashion trends and purchasing patterns among younger demographics.
In recent years, social media platforms have transformed the landscape of marketing and consumer behavior, particularly in the fashion industry. The rise of social media influencers has created new channels for brands to reach potential customers, especially among younger generations like Generation Z (born between 1997 and 2012). This demographic, known for its digital nativity and social consciousness, represents a significant and growing segment of the fashion market. As traditional advertising loses effectiveness with younger audiences, influencer marketing has emerged as a powerful tool for fashion brands. However, the precise mechanisms by which influencers affect Gen Z's purchasing decisions remain understudied. This research aims to bridge that gap by providing a comprehensive analysis of the relationship between social media influencers and Gen Z consumer behavior in the fashion industry.
To identify the key factors that make influencer marketing effective for Gen Z consumers.
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Impact Factor value: 8.315
To explore how influencer marketing affects Gen Z's brand perception and loyalty in the fashion industry.
1.
Participants aged demographic).
18-25
(core
Gen
Z
2.
Fashion-related purchases including clothing, accessories, and footwear.
3.
Major social media platforms: Instagram, TikTok, and YouTube
4.
Influencers with follower counts ranging from 10,000 to 1 million.
5. Data collection period of 6 months. 3.1 REVIEW OF LITERATURE Priporas et al. (2017) conducted a qualitative study examining Gen Z's expectations of future smart retailing. Their findings highlight the importance of technology and innovation in attracting Gen Z consumers. De Veirman et al. (2017) explored how the number of followers impacts influencer likeability and perceived opinion leadership. They found that a high number of followers leads to higher likeability, but this effect is moderated by the influencer's posting frequency.
2.1 OBJECTIVES OF STUDY
2.
5.
This research focuses on the impact of social media influencers on Generation Z consumers' purchasing decisions in the fashion industry. The study is limited to:
1.INTRODUCTION
To quantify the impact of social media influencers on Gen Z's fashion purchasing decisions.
To examine the role of authenticity and trust in influencer-follower relationships among Gen Z consumers.
2.2 SCOPE OF STUDY
Keywords: Social media influencers, Generation Z, Consumer behavior, Fashion industry, Mixed-methods research, Purchase decisions, Digital marketing, Influencer marketing
1.
4.
Francis and Hoefel (2018) analyzed Gen Z's characteristics and their impact on consumption. They identified four core Gen Z behaviors: valuing individual expression,
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