Impact of Instagram on Generation Z Consumer Buying Behavior within the Fashion Industry

Abstract

This thesis investigates Instagram's significant impact on Generation Z's fashion sector (especially fast fashion and luxury) buying behavior. Instagram, a Social Media (SM) platform that has permeated every aspect of daily life, is crucial in determining the preferences, fashions, and choices made by consumers—especially the Generation Z. The research explores how Instagram influences fashion consumption by examining how the platform affects the spread of trends, brand interaction, and the development of consumer expectations. This thesis explores the processes by which Instagram content, including influencers, brand campaigns, and user-generated posts, influences the attitudes and behaviors of Generation Z consumers through an extensive study of the literature and empirical research approaches. In addition, the thesis looks at how social validation, visual storytelling, and the buying process interact in the Instagram setting to reveal what influences customer trust, brand loyalty, and, ultimately, buying behavior. It also assesses the benefits and drawbacks that Instagram presents, including familiarity, entertainment, social imaging and advertisement spending. The research findings offer insights and implications for fashion brands, marketers, and businesses looking to effectively navigate and leverage the power of SM in engaging this influential consumer segment, in addition to deepening our understanding of the relationship between Instagram and Generation Z consumer buying behavior (CBB) in the fashion industry.