Exploring how social media platforms influence fashion consumer decisions in the UK retail sector

Abstract

Social media has become a critical marketing mechanism for the fashion retail industry and while existing literature has researched the impact these media platforms have on the general consumer decision-making process, there is research deficiency on the specific influences on consumer motivations within the fashion retail sector. The purpose of this paper is to explore the levels to which social media platforms are influencing the consumer decision-making process for Generation X and Y consumers in the retail fashion environment. This study adopts an interpretive, exploratory approach, applying a qualitative design. The research involved 8 in-depth interviews and 2 focus groups in order to gain in-depth insights of two generational cohorts opinions, arguments, motivations and ideas. The findings revealed that consumers use a variety of internal and external motivations that influence their behaviours and perceptions of high-street fashion retailers, and these factors are aided and facilitated by the use of social media. However, the research also revealed that social media is not the only source that motivates their consumer decision-making process, and with the proliferation of active users on social media, these platforms are (and will continue to have) an ever more increasing impact on consumer decision-makings. Participants were found to actively use social media to gain inspiration and information regarding high-street fashion retailers, however their final intentions to purchase were not as highly influenced by the content produced as previously expected.

An Investigation of the Impact of Facebook and Instagram on Consumer Buying Behaviour: The Case of Retail Fashion Consumers in Rhodes, Greece

“…Fashion retailers are using social media to connect and to engage in conversation with consumers, to strengthen their brand and promote their products/services, and to collect information about consumer behaviour towards fashion and understand and influence fashion consumption trends and patterns (Kontu & Vecchi, 2014;Ahmad, Salman & Ashiq, 2015;Chae & Ko, 2016;Godey, et. al., 2016;Gautam & Sharma, 2017;Nash, 2019). The communication between fashion brands and consumers has become so engaging and personal that "brands and customers are working together to create new products, services, business models and values" (Kim & Ko, 2012, 1480.…”

“…The way social media helps people connect and exchange ideas fundamentally changes the way people engage in fashion consumption (Godey, et. al., 2016;Nash, 2019). Fashion retailers and consumers interact through social media and consumers exchange information about their experience of fashion retailers through social media, actively participating in creating and disseminating the brand's message (Kontu & Vecchi, 2014).…”

“…Fashion retailers and consumers interact through social media and consumers exchange information about their experience of fashion retailers through social media, actively participating in creating and disseminating the brand's message (Kontu & Vecchi, 2014). This exchange creates opportunities for fashion retailers to monetise this tool and change the use of social media in the retail fashion industry as social media helps create a feedback loop with fashion retail companies (Kim & Ko, 2012;Wolney & Muller, 2013;Henninger, Alevizou & Oats, 2017;Nash, 2019).…”

“…There is no doubt that brand related content and brand presence on social media impact consumer decisions and behaviour (Kim & Ko, 2012;Goh & Heng, 2013;Hudson & Hudson, 2013;Rathore, Ilavarasan & Dwivedi 2016;Gautam & Sharma, 2017;Perakakis et. al., 2018;Nash, 2019).…”

“…The fashion industry is quickly embracing social media, with brands increasingly turning to social media to connect with their customers (Park, Ciampaglia & Ferrara, 2016;Gautam & Sharma, 2017;Nash, 2019). Fashion brands are developing their own specialised webpages which contain information about the brand and offer space for consumers to connect with the brand and interact with other consumers (Ng, 2014).…”