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.