Fashion Conscious Consumers, Fast Fashion and the Impact of Social Media on Purchase Intention

This journal chose to focus on the buying intention and behavior of a consumer to understand fashion conscious consumers and how they create narratives for themselves through fashion and social media. Social media is crucial in this curation of fashion trends, identity, and diverse forms of style. We can interact on social media to create conversation of fashion, trends, and personal style that impact buying intentions and involvement, “it was found that fashion conscious consumers pick up fashion ideas today from media and movies, social sharing and friends, street styles and many other places. They often talk about these ideas online and before you know it, the ideas can grow into trends” (Elram et. al, 174). The authors make direct connections to the progress of modernization through globalization, and digital technology leading to social media, to our buying behaviors. Fast fashion was made possible by globalization; our intense degree of interconnectivity and interaction welcomed social media that invited us to engage in conversations of how we are able to consciously dress ourselves to emphasize our identity. 

While the authors do not make direct connections to identity, they do highlight the impact of social media on buying intention. We turn to our online communities and have discussions and conversations about certain products, brands, and styles – we constructively create narratives and group perceptions on fashion and clothes, tools used for identity expression. This journal speaks to the central problem of fashion and identity by highlighting the extent to which social media, diverse interactions through such, and conformity to popular trends through social media impact identity and identity expression by looking at buying behavior. A social phenomenon of the need for acceptance impacts our core selves, we are able to observe this through social media, buying intention, and style. 

Word Count: 296

Source:

https://www.mcser.org/journal/index.php/ajis/article/view/8365/8029