Investigating the Effect of Social Media Influence on Fast Fashion and Fear Of Missing Out

Abstract: Nowadays, promotions through social media play a crucial role in marketing strategies for growing fashion brands. With the popularity of social media, most fashion brands have started acknowledging different ways of social media networking that may be utilised to attract potential customers. Social media platforms can be seen as another contributor to the excessive consumption of fast fashion. Sharing information platforms facilitates the autonomy to grasp more changing fashion developments in competitive areas of concern. The purchasing choices of consumers with reference to fast fashion have been advantageously influenced by social media platforms. Consumers' buying decisions may be altered with the evolution of constantly changing fashion, which sometimes creates Fear of missing out (FOMO) among individuals. Providing the widespread usage of social media and significant developments over the past years, the present research is intended to investigate the detrimental effect of different social media platforms on fast fashion with compulsive behaviour. This presented study is based on a literature review. The provided findings, clarifications, and conclusions have been grounded on the studies that have previously been released. The research demonstrated a strong and beneficial relationship between people's tendency towards spontaneous purchase and the influence of social media in fast fashion, having the Fear of missing out.

Keywords: Fast fashion, Social Media Influence, Fear of missing out (FOMO)