THE INFLUENCE OF SOCIAL MEDIA ON GEN Z’s FASHION DISCOVERY IN INDIA: TRENDS, PERSONALISATION, AND CONSUMER ENGAGEMENT

The study examines the impact of social media platforms on fashion discovery within Generation Z in India. It analyses the influence of social media platforms on fashion discovery and how Gen Z users employ them to explore new styles and brands. The research also examines the influence of personalisation in cultivating brand loyalty. The objective is to comprehend the developing interplay between social media, fashion discovery, and brand loyalty in the rapidly changing Indian market. Design/methodology/approach: The study uses a descriptive and analytical approach to gather data from both primary and secondary sources. Primary data was collected through a structured questionnaire to 384 respondents, using a 5-point Likert scale. The study employed Stratified random sampling targeting Generation Z and Secondary data is sourced from papers, journals, and websites. The sample size was calculated using Cochran’s technique, ensuring generalization at a 95% confidence level, with a 5% margin of error. Data analysis is conducted, using both descriptive and inferential statistical techniques. Descriptive statistics include charts and tables for data visualization, while inferential statistics involve simple linear regression analysis and Spearman correlation. A pilot study with 50 respondents confirmed the reliability of the measurement scales (Cronbach’s Alpha = 0.930, 12 items), ensuring measurement consistency. Findings: The study reveals a significant positive impact of social media on fashion discovery among Gen Z in India. Participants actively research trends on Instagram, YouTube, and Pinterest. Furthermore, the study also validated the positive relationship between personalisation and brand loyalty. Generation Z consumers exhibit a higher inclined for brand loyalty when provided with Personalised experiences. Practical Implications: These findings offer valuable insights for fashion brands by understanding the role of social media in fashion discovery, brands can optimize their online presence to effectively reach this demographic. Investing in Personalised content, can also significantly enhance brand loyalty. Originality/Value: This research focuses on the Indian Gen Z market, providing valuable insights for brands. It explores the interplay of fashion discovery, brand loyalty, social media, and personalisation, contributing to a deeper understanding of consumer behavior.