The Impact of Social Media: Fashion and Conspicuous Consumption among Students

Abstract

The contemporary era, marked by the pervasive influence of social media, has seen a tremendous shift in the consumption patterns of youth, particularly in the realm of fashion. This study embarks on an analytical expedition to delineate the interplay between social media platforms and the conspicuous consumption of apparel among students. Drawing upon theoretical frameworks grounded in the sociology of consumer behaviour, the research aims to shed light on the multifaceted dynamics that steer young individuals towards specific fashion consumption patterns, instigated and moulded by the potent influence of social media. Employing a qualitative approach, I recruited twelve students of Quaid-i-Azam University, Islamabad from middle class socioeconomic backgrounds through purposive sampling for in-depth interviews. The data was processed for thematic analysis utilizing NVIVO 11, facilitating the construction of an intricate web of themes and subthemes that paint a comprehensive picture of the phenomenon. The findings unearth a complex panorama of factors that trigger conspicuous consumption, highlighting the pivotal role that social media plays in shaping and manipulating youth's clothing shopping habits. Instagram, among social media, is a powerful tool that manipulates. Further, social media Artificial intelligence plays a crucial role in constructing compulsive shopping habits. As environmental concerns intertwine with consumption patterns, the study recommends that future researchers explore the intricate interplay between social media, fashion consumption, and environmental implications. Doing so seeks to pave the way for an integrated discourse that can foster sustainable consumption patterns in the face of rising environmental challenges.