Impact of Social Media Content on Gen Z's Fashion Choices in Online Shopping

Abstract: The advent of social media has transformed the way Generation Z interacts with fashion brands, influencing fashion choice and shopping behavior. In this research, the impact of social media content - ranging from brand and influencer marketing to user-generated content and digital advertising - on Gen Z fashion choice in online shopping is analyzed. As fashion discovery websites like Instagram, YouTube, and short-form video apps become more significant, brands are employing interactive digital narratives that appeal to young consumers. Psychological constructs such as FOMO (Fear of Missing Out), social approval, and self-concept also have significant impacts on their shopping behavior. Based on survey-based research, the research explores the manner in which types of social media content engage consumers and affect Gen Z’s preferences, brand loyalty, and online shopping behavior. The findings provide fashion marketers with insights into maximizing digital efforts for engaging Gen Z consumers in the new social commerce environment. Keywords: Social Media Marketing, Gen Z Consumer Behavior, Fashion Influencers, Online Shopping, Digital Narratives, Social Commerce JEL Classification Number: M31, M35