How Social Media Affects Consumer Behavior in the Fashion Industry

Abstract

Social media is experiencing unprecedented success in terms of usage levels. They cause significant changes in the way people connect and communicate with each other, in the way they express themselves and share ideas, and even in the way they engage with products, brands, and organizations/companies. This research attempts to answer the following useful questions, all by examining the fashion industry and its presence on social media. To what extent does social media influence consumer purchasing behavior? Which social media is used the most? To what extent do so-called influencers influence purchasing decisions? How powerful and decisive is electronic word of mouth (eWOM) in influencing a consumer either positively or negatively? The conclusions will be drawn from the secondary research conducted.