The influence of information literacy and social media engagement on consumers’ fashion preferences

Purpose In the digital age, fashion taste on the consumer side has evolved significantly due to technological advancements and the growing influence of social media platforms. We investigate the fundamental factors driving fashion preferences and analyze how varying levels of information literacy and social media engagement affect these preferences. Design/methodology/approach We conducted an online survey with 20,387 respondents to examine fashion preferences. Using a graphic visual choice method, participants identified clothing styles matching their current taste, serving as the dependent variable. The survey incorporated visual elements to ensure accurate style identification and reduce interpretation bias. The study evaluated the effects of information literacy and social media engagement on fashion preferences. Statistical analyses evaluated how these factors influence preferences for Maillard fashion style. Findings Results demonstrate that consumers’ fashion preferences are significantly influenced by three types of information literacy: political, economic and technological awareness. In addition, social media engagement emerges as another crucial factor, with higher engagement correlating strongly to trend-following behavior. Notably, key opinion leaders (KOLs) play a vital role in shaping consumer preferences through social media platforms. These findings provide valuable insights for the fast fashion industry, suggesting that successful trend creation and consumer engagement strategies should consider both consumers’ information literacy levels and their social media consumption patterns. Originality/value This research provides empirical insights into how digital life dimensions shape fashion preferences, offering actionable intelligence for marketers to refine targeting and engagement strategies based on consumers’ digital behaviors and information literacy profiles.