THE INFLUENCE OF SOCIAL MEDIA PLATFORMS ON TEENAGERS FASHION CHOICES

This study focuses on understanding the effect of social media on fashion choices and shopping behavior of teenagers. With a quantitative research methodology approach, data was collected from active social media users through a structured questionnaire. The research was based on studying social media usage, fashion inspiration, the role of influencers, viral content and purchase intention. Data was analyzed using descriptive statistics and correlation analysis. It was found that social media has a moderately high effect on teenagers' fashion choices because social media increases their awareness of fashion and also introduces them to new fashion brands and styles. Influencers and viral content had a strong impact on purchase intention, but it was not possible to establish the role of peers in this context due to a lack of information. Both research hypotheses were proven in the course of this study.