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<p>Communication activities in social media have a direct impact on shaping consumer behavior, in particular among the youngest group of consumers — Generation Z. This paper analyzes young Polish consumers’ interactions with fast-fashion brands on social networking platforms, focusing on their motives for engaging with fashion brands’ communication activities on such social media platforms as Facebook, Instagram, Pinterest and YouTube. It presents the empirical findings of a quantitative, pencil-and-paper questionnaire survey carried out among a representative sample of 1000 high-school and university students (representatives of Generation Z) in Poznań, Poland, regarding their perceptions of the profiles of fast-fashion clothing brands on selected social media sites. Principle Component Analysis was used to identify the critical factors determining the involvement of Polish Generation Z representatives in clothing brand profiles (active involvement in the clothing brand profile, observation for measurable benefits and brand loyalty), the main assumptions held by survey participants regarding the clothing brands’ motives for being present and active on social media platforms (image/sales goals and cognitive goals) and two groups of the “best” social media activities conducted by clothing brands (entertainment activities and information activities).</p>
</abstract>

Communication activities in social media have a direct impact on shaping consumer behavior, in particular among the youngest group of consumers — Generation Z. This paper analyzes young Polish consumers’ interactions with fast-fashion brands on social networking platforms, focusing on their motives for engaging with fashion brands’ communication activities on such social media platforms as Facebook, Instagram, Pinterest and YouTube. It presents the empirical findings of a quantitative, pencil-and-paper questionnaire survey carried out among a representative sample of 1000 high-school and university students (representatives of Generation Z) in Poznań, Poland, regarding their perceptions of the profiles of fast-fashion clothing brands on selected social media sites. Principle Component Analysis was used to identify the critical factors determining the involvement of Polish Generation Z representatives in clothing brand profiles (active involvement in the clothing brand profile, observation for measurable benefits and brand loyalty), the main assumptions held by survey participants regarding the clothing brands’ motives for being present and active on social media platforms (image/sales goals and cognitive goals) and two groups of the “best” social media activities conducted by clothing brands (entertainment activities and information activities).

Involvement of Generation Z in the Communication Activities of Clothing Brands in Social Media — The Case of Poland

Poznan University of Economics and Business

Institute of Marketing, Department of Product Marketing al

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Communication activities in social media have a direct impact on shaping consumer behavior, in particular among the youngest group of consumers — Generation Z....

Involvement of Generation Z in the Communication Activities of Clothing Brands in Social Media — The Case of Poland

Publié en ligne: 22 oct. 2021

Pages: 115 - 136

DOI: https://doi.org/10.2478/minib-2021-0017

Mots clés
consumer behavior, consumer involvement, social media, fast-fashion brands, clothing, social networks, Generation Z

© 2021 Magda Stachowiak-Krzyżan, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Involvement of Generation Z in the Communication Activities of Clothing Brands in Social Media — The Case of Poland

Publié en ligne: 22 oct. 2021

Pages: 115 - 136

DOI: https://doi.org/10.2478/minib-2021-0017

Mots clésconsumer behavior, consumer involvement, social media, fast-fashion brands, clothing, social networks, Generation Z

© 2021 Magda Stachowiak-Krzyżan, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Mots clés
consumer behavior, consumer involvement, social media, fast-fashion brands, clothing, social networks, Generation Z