The Impact of Social Media on Elements of Fashion Brands among Generation Z

Jiji George, Ebenezer Paul Rajan T. Y.

2025

Abstract

The current digital age, social media has become a crucial component of Generation Z's lives, influencing and characterizing their online experiences. Research has shown that social Gen Z is beginning to give up on media. Previous research has mostly concentrated on the social media usage characteristics of a larger population, frequently ignoring the variables affecting Generation Z's social media participation. Thus, the goal of this study is to identify key elements using a novel framework that combines behavioral factors and the Internet Users' Information Privacy Concerns model with Perceived Risk and consequential variables like "Social Media Engagement" and social media trust. In order to ensure a broad representation from a range of backgrounds, the study's quantitative method approach and snowball sampling technique were applied to 889 Generation Z participants throughout India. The data was gathered from a questionnaire-based survey was used in conjunction with a number of technologies, including Google Forms and Smart PLS, to analyze the intricate interactions between variables affecting this group's use of social media. The intricate relationship between privacy concerns, trust, and risk perception has been clarified by findings, which ultimately affect the crucial choice to use social media. The results provide crucial information for social media companies and legislators, indicating that increasing user trust and minimizing risks over personal information can lessen the likelihood that users will stop using social media. By shedding light on social media use and digital privacy, this study paves the way for further research into the complex dynamics of Generation Z's online activity.

Paper Citation

in Harvard Style

George J. and Y. E. (2025). The Impact of Social Media on Elements of Fashion Brands among Generation Z. In Proceedings of the 1st International Conference on Research and Development in Information, Communication, and Computing Technologies - ICRDICCT`25; ISBN 978-989-758-777-1, SciTePress, pages 610-616. DOI: 10.5220/0013917700004919

in Bibtex Style

@conference{icrdicct`2525,
author={Jiji George and Ebenezer Y.},
title={The Impact of Social Media on Elements of Fashion Brands among Generation Z},
booktitle={Proceedings of the 1st International Conference on Research and Development in Information, Communication, and Computing Technologies - ICRDICCT`25},
year={2025},
pages={610-616},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013917700004919},
isbn={978-989-758-777-1},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Research and Development in Information, Communication, and Computing Technologies - ICRDICCT`25
TI - The Impact of Social Media on Elements of Fashion Brands among Generation Z
SN - 978-989-758-777-1
AU - George J.
AU - Y. E.
PY - 2025
SP - 610
EP - 616
DO - 10.5220/0013917700004919
PB - SciTePress