Impact of Social Media on Fashion Trends and Consumer Behavior in Kenya
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Date
2024-01
Authors
Muturi, Henry
Journal Title
Journal ISSN
Volume Title
Publisher
IPRJB
Abstract
Purpose: The aim of the study was to investigate the
impact of social media on fashion trends and consumer
behavior.
Methodology: This study adopted a desk
methodology. A desk study research design is
commonly known as secondary data collection. This
is basically collecting data from existing resources
preferably because of its low cost advantage as
compared to a field research. Our current study looked
into already published studies and reports as the data
was easily accessed through online journals and
libraries.
Findings: Social media democratizes fashion by
offering diverse content, shaping trends and consumer
behavior. Platforms like Instagram and TikTok
facilitate trend dissemination and peer-to-peer
recommendations. They also integrate commerce,
transforming the shopping experience. Ultimately,
social media is pivotal in driving real-time fashion
trends and shaping consumer preferences.
Unique Contribution to Theory, Practice and
Policy: Social identity theory, diffusion of innovation
theory & social learning theory may be used to anchor
future studies on the impact of social media on fashion
trends and consumer behavior. Fashion brands and
marketers should leverage social media platforms to
engage with consumers in meaningful ways, fostering
community-building and co-creation of content.
Policymakers should consider regulating the
transparency and authenticity of sponsored content on
social media platforms to mitigate the potential for
deceptive marketing practices and protect consumers
from misinformation.
Description
Article
Keywords
Social Media, Fashion Trends, Consumer Behavior
Citation
Muturi, H. (2024). Impact of Social Media on Fashion Trends and Consumer Behavior in Kenya. International Journal of Fashion and Design, 3(1), 24 – 36. https://doi.org/10.47604/ijfd.2386