Teenage Contribution in the Fashion Industry: Analysis on Teenagers' Purchasing Behavior Interconnected with the Impact of Social Media
by Yeseul Hwang
Category: Social Science
Abstract – The prominence of adolescent consumption of fashion underscores their influence on the industry. Social media shapes adolescents’ behavior, as they engage in online marketing and cultivate consumer relationships. We analyzed the link between teenagers’ purchasing motivations and social media through brand analysis, a survey of 27 Korean students, and regression analysis. The findings reveal teenagers’ preferences for sporty, modern, and trendy clothing brands. Increased social media engagement correlates positively with clothing purchases. Divergent behaviors emerge across brand categories, with design influencing affordable and fast fashion, and reputation influencing luxury. This study offers novel insights into adolescents’ fashion consumption and contributes to the overall understanding of the fashion industry.