The influence of fashion and social media on young people’s consumer choices

Abstract

The present essay analyzes the influence of fashion and social media on young people’s consumer decisions, with the purpose of explaining the psychological, social, and historical factors involved in this phenomenon. It is argued that the dissemination of fashion-related content through social media influences young people’s consumer decisions by being closely linked to the search for personal identity and the need for social validation. To support this argument, the essay integrates a theoretical framework complemented by an exploratory survey conducted with 28 young participants. The results show that TikTok and Instagram exert the greatest influence on the dissemination of fashion trends, encouraging impulsive purchases, and strengthen social comparison and the pursuit of acceptance. Overall, the findings support the proposed thesis and highlight self-awareness as a fundamental tool for promoting more conscious, critical, and responsible consumer decisions.