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@article{174338,
        author = {Jyotsna Prasad and Jayswal Satish Rajeshbhai and Dr. Mohit Mohit Parekh},
        title = {Study on Fashion Influencers and Their Role in Shaping Generation Z's Clothing Purchase Intentions in Vadodara},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {10},
        pages = {3734-3740},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=174338},
        abstract = {social media has become a dominant force in shaping consumer behavior, particularly among Generation Z, a demographic that heavily engages with digital content. This research explores the influence of social media platforms in determining fashion preferences among Gen Z consumers, analyzing how they interact with influencers, brands, and peer communities. The study adopts a mixed-methods approach, combining quantitative surveys and qualitative content analysis to examine key trends, brand influence, and peer interactions that drive fashion choices.
Findings indicate that platforms such as Instagram, Youtube, and Pinterest act as digital fashion ecosystems where trends emerge rapidly and evolve through user-generated content. Influencers play a pivotal role in setting trends, as their recommendations often lead to increased engagement and brand loyalty. Additionally, social media fosters a sense of community where peer influence significantly impacts fashion decisions, with Gen Z consumers prioritizing authenticity and sustainability. Brands leverage this digital landscape through influencer collaborations, targeted advertising, and interactive content strategies to shape purchasing behavior.
This study highlights the implications of these digital trends for fashion marketers, emphasizing the need for data-driven strategies that align with Gen Z’s values and online behaviors. The research also underscores the growing importance of personalized content, short-form videos, and interactive shopping experiences in driving engagement. Future studies could explore the long-term impact of social media on sustainable fashion choices and brand trust. This research contributes to the evolving discourse on digital marketing, consumer psychology, and fashion branding in the age of social media.},
        keywords = {Social Media, Gen Z, Fashion Preferences, Influencer Marketing, Digital Trends, Brand Engagement, Consumer Behavior, Online Shopping, Content Creation},
        month = {March},
        }