Research on the Impact of Social Media on the Decision-Making of Young Consumers in the Context of Clothing Choices

Abstract

To improving markets’ responsiveness towards consumers and then optimizing marketing strategy, it is of the essence to analyze how young consumers’ intentions are affected by social media and how the fashion industry develops and changes. To make the study more understandable and authoritative, the authors use the case of Zara, a well-known brand of casual wear, to reveal the background of fast fashion expansion and then provide a role model for position and target market, as well as a special marketing strategy. Afterward, a hand-conducted questionnaire by authors was carried out, specifically underlining the effectiveness of closing recommendations and driving purchasing decisions among young consumers. Leveraging influencers and utilizing user-generated content are approved to increase brand engagement and build brand loyalty. On the one hand, the shopping experience has been changed by technological convenience and transparent information. On the other hand, fake information and consumer privacy security are bringing risks currently. Simultaneously, competition on social media is intensifying. To solve these problems, governments and enterprises are responsible for fact-checking, verification, monitoring, reporting misinformation, and encoding data. Also, users are suggested to use private tools and raise security awareness. For companies, they can focus on creating unique consumer experiences and advocating ecologically conscious practices to increase competitiveness. In conclusion, the authors provide an analysis of social media and young consumers’ preferences, suggesting improvement and drawing a blueprint for the development of casual clothing.