Not too long ago the fashion consumer behavior was mostly shaped and influenced by the traditional media outlets such as fashion magazines, face to face interactions between individuals or even influencers. As time went by the impact and effect of social media platforms such as TikTok and Instagram on the fashion consumption had a drastic change in pattern. The platforms firstly used around the world to connect with others, being able to share personal moments, have changed into platforms that are now used for people to seek fashion inspiration and information, trends, and community. TikTok and Instagram have become one of the biggest and most influential platforms worldwide, allowing each user to have the ability to search for the content they are interested in as well as being able to showcase their fashion to others watching. Social media apps changing and developing new and improved features giving consumers the ability to expand their thinking and decision-making process (Zak & Hasprova, 2020). Playing a small or large role in the daily lives of people, social media apps have grown to be something one cannot live without. TikTok and Instagram have become global powerhouses, giving users access to an abundance of fashion material and the chance to showcase their individual style to a global audience. Fashion consumer behavior has completely changed in the era of Instagram and TikTok, as consumers increasingly depend on these platforms for validation, community, and connection in addition to their fashion interest they seek inspiration, making it harder to distinguish between virtual and real-world fashion experiences. Exploring multiple different aspects of the fashion world and the way it slowly but surely became a part of each individuals daily life.

The rise of social media

Social media serves as a channel for establishing connections between individuals, particularly between customers and businesses. It evolved into a marketing tactic to control the fashion industry’s declining market. Specifically, during the pandemic, the Covid-19 virus infected all institutions, whether they were for-profit or nonprofit organizations. The fashion sector now has the chance to concentrate on using social media as a marketing tool (Cayaban et al., 2023). With these events taking place it has given an opportunity to the fashion industry to focus their attention on social media being used as a potential marketing tool. TikTok reached a peak in user growth and interaction between the year of 2019 to 2020. During this time the social media app grew drastically capturing the attention of people worldwide. TikTok mostly was able to reach a younger audience as it rose to the top of the global app download chats. The social medias drastic rise was caused by a number of different elements that the application has, ones such as the distinctive algorithmic feed that gives you content that is personalized to each users liking, and interest, the focus of the short-term videos that was a feature appealing to users (Cayaban et al., 2023). TikTok’s success was further fueled by its inventive features, which included challenges, filters, and duets, which all promoted user creativity and participation. In terms of user engagement Instagram saw a tremendous increase in the years of 2017 to 2018 (Abdullah et al., 2020). Debuting multiple different and new features that the social media app had not been using up until that certain point, they introduced things such as the well-known Instagram Stories allowing users to upload photos, videos and all kinds of different content for others to view. The extension of Instagram Live was also introduced giving users the chance to broadcast live videos directly from the app. The rise of social media influencers and the spread of apps like Instagram and TikTok have completely changed how we view and interact with fashion in recent years. Once thought of as just entertainers or content producers, influencers have evolved into potent taste and style arbiters who garner the respect and attention of millions of followers throughout the globe (Cayaban et al., 2023). They have risen to the top of the fashion business thanks to their ability to create aesthetically attractive material, offer meaningful storylines, and build genuine connections with their viewers.

The impact of Instagram and TikTok

TikTok and Instagram have over time gained a large number of users and have successfully managed to become one of the more powerful social media apps that have a major influence on fashion by shaping consumer decision. As well all know what our typical celebrity seems to be, a social media influencer have occurred as relatable figures who directly engage with their audiences, granting authentic suggestions and insights into products, fashion knowledge, health and wellbeing and many more different aspects (Abdullah et al., 2020). Social media influencers use the company’s product or service, introducing the product to their audience, and write compelling stories that can grab the attention of their followers by posting them on social media. Adapting to these changes it has altered the dynamic of the typical consumer-brand interactions, giving business the opportunity to interact and engage with their main target audience more intimately and gathering feedback in real-time. Social media influencers have the ability to portray products and services as luxury or visually appealing through their content, capturing the eye of their followers (Abdullah et al., 2020). TikTok and Instagram are both platforms that any trends that are taking place are well known by the world within minutes. TikTok for example had a fashion trend that went viral in the year of 2020 where the fashion style that was once history made its way back to the light now known as the 2000’s fashion (Abdullah et al., 2020). People brought back wearing and also purchasing items such as low-rise jeans, miniskirts, the well-known and rememberable butterfly clips that once one social media influencer had mentioned or even was seen wearing any of those items, they slowly but surely made a comeback that was also seen as an embracing the nostalgia era.  Instagram influencers also handle custom profiles that mirror their own style, which can shape the way they express themselves, what they like or even different styles that they are interested in (Cayaban et al., 2023). Studies have shown that consumers trust recommendations from industry experts more and are more likely to buy when endorsed by an experienced social media influencer. Individuals have shown to find more comfort when they share similar or same interest with a social media influencer which fosters a feeling of connection, relatability, encouraging people to follow their fashion choices. A number of 54% of people have shown to be more likely to purchase any products that are advertised and used by their favorite influencers, or any of the ones they follow, as they feel safer and more comfortable knowing that someone, they share similar interest with uses that product, as well as they would highly recommend it to others around them (Abdullah et al., 2020). Due to these consumers are influenced in more than one recognizable way as they are shown and taught about specific fashion items or products, however they are unknowingly influenced also by the personalities and lifestyle choices of the influencers they follow and look up to.  

The algorithmic system 

Many social media platforms use an algorithmic recommendation system that plays a major role in shaping users experiences on platforms such as TikTok and Instagram, remarkably when it comes to any fashion content and interest (Kochhar, 2020). These systems are used to keep track of the user’s behavior, their interactions with specific topics or fashion trends, that help with personalizing each user feed to their liking and interest. The algorithmic recommendation system takes into account the number of likes, comments, shares and the number of views that particular content has. The algorithm analyses these interactions to find trends and preferences that let it recommend fashion-related information that would probably appeal to each user (Bishqemi & Crowley, 2022). By taking these items into account the algorithm will give preference to displaying a user with comparable material from artists and businesses in the streetwear sector if they often interact with that type of content. In the same way, the recommendation algorithm will modify the feed to include more material that fits the user’s interests, such as sustainable fashion or vintage apparel. In addition, the algorithmic recommendation engine takes into account users’ previous interactions and search histories when recommending information connected to fashion. The technology will utilize the user’s past searches for particular fashion companies, trends, or style advice to customize their feed and show them just the stuff that interests and suits their tastes. By incorporating the users personalized users’ feeds, the algorithmic recommendations system enhances the user and their experience, where it plays a significant role in the decision-making process (Bishqemi & Crowley, 2022). Users’ interest in other people’s items is piqued by the personalised feeds that stimulate their interest in current and upcoming fashion trends. By showcasing the things owned by other users and explaining how to use or wear them, they persuade their audience to buy them. Content that reflects the interests of the user base is likely to be well received and engaged with by the user base, increasing interaction rates and maybe increasing traffic to fashion brands and merchants that are featured on the platform. All things considered, the algorithmic suggestion system is an essential feature of social media platforms, especially when it comes to fashion, as it helps users find new brands, styles, and trends that suit their own preferences.

The evolution and growth of social media platforms such as TikTok and Instagram has reformed the fashion landscape, changing the way consumers interact and consume the fashion content presented to them. These platforms, which were first largely utilised for social networking, have evolved into essential centers for information sharing, community development, and fashion inspiration. These days, TikTok and Instagram are the biggest platforms in the world, enabling users to share their personal style with a large audience in addition to searching for material about fashion. These platforms are now essential resources for navigating the fashion industry thanks to the addition of cutting-edge features and an emphasis on personalised content via algorithmic recommendation systems. Social media has impacted the way consumers make their day-to-day decision being unaware that certain influencers play a role in it, from the way they live to what they choose to wear. The way that fashion consumers behave has also been significantly influenced by social media influencers. These people, who were before thought of as only entertainers, have developed into powerful tastemakers with millions of fans worldwide. Influencers now play a significant role in determining customer preferences and influencing purchase decisions through the creation of visually engaging material, sincere recommendations, and real connections with their audiences. With this brand have the ability to interact with consumers through social media influencers, gathering what they think of the product, the number of individuals interested within it. Social media has now given the opportunity to all brands to establish a relationship with their consumers, creating a relationship between them and their main target audience. There is no denying social media’s influence on fashion consumer behaviour, which is causing a blurring of the boundaries between online and offline fashion encounters. Adapting to new and upcoming changes within the social media world is a learning curve to users, unaware of the impact and effect these apps have upon their decisions. Thanks to the power of social media platforms, trends that formerly took months to spread through traditional media channels may now go viral in a matter of minutes reaching a large crowd around the world, making them aware of the new trends and changes. These platforms have become even more influential due to the capacity to customise users’ feeds according to their interests and preferences, making them essential resources for learning about new products, fashions, and trends. It is anticipated that these platforms will have an ever-greater impact on the fashion industry as they develop and innovate, further obfuscating the distinction between virtual and actual fashion experiences.

References

Abdullah, T., Deraman, S. N. S., Zainuddin, S. A., Azmi, N. F., Abdullah, S. S., Anuar, N. I. M., Mohamad, S. R., Wan Zulkiffli, W. F., Nik Hashim, N. A. A., Abdullah, A.-R., Rasdi, A. L. M., & Hasan, H. (2020). Impact of Social Media Influencer on Instagram User Purchase Intention towards the Fashion Products: The Perspectives of UMK Pengkalan Chepa Campus Students. Myscholar.umk.edu.my. http://myscholar.umk.edu.my/handle/123456789/1413

Bishqemi, K., & Crowley, M. (2022). TikTok Vs. Instagram: Algorithm Comparison. Journal of Student Research, 11(1). https://doi.org/10.47611/jsrhs.v11i1.2428

Cayaban, J. G., Yogi Tri Prasetyo, Satria Fadil Persada, Borres, R. D., Janice, Ma., & Reny Nadlifatin. (2023). The Influence of Social Media and Sustainability Advocacy on the Purchase Intention of Filipino Consumers in Fast Fashion. Sustainability, 15(11), 8502–8502. https://doi.org/10.3390/su15118502

Kochhar, N. (2020). Social Media Marketing in the Fashion Industry. A Systematic Literature Review and Research Agenda.

Zak, S., & Hasprova, M. (2020). The role of influencers in the consumer decision-making process. SHS Web of Conferences, 74(03014), 03014. https://doi.org/10.1051/shsconf/20207403014