Behaviors of young consumers in a virtual environment on the example of the fashion industry

Magda Stachowiak-Krzyżan, Magdalena Ankiel


Theoretical background: The use of social media is increasing rapidly. The total number of users has surpassed more than 500 million worldwide. Social media communication is growing faster than any other form of communication. Websites such as Facebook, Instagram, YouTube and Snapchat are examples of the social media sites that are popular among all level of consumers, but especially among young consumers. Social media are definitely influencing customer behaviour. Social media has changed the way consumers think, and companies have changed their vision to reflect how it will affect their buying decision process. This article presents the characteristics of young consumers in a virtual environment.

Purpose of the article: The main goal of the article is to identify the role of social media used by fashion brands at every stage of the consumer buying decision process. The authors investigated the impact of social media on changing customer behaviour. The existing literature currently lacks a comprehensive conceptual framework to explain how social media could change consumer behaviour. Only a few studies have been conducted so far, but they have focused on the older generation, not on the youngest consumer. Nowadays, the young consumer constitutes an important but, at the same time, separate part of the market. The authors highlight the most important distinctive features of teenagers representing the so-called Generation Z.

Research methods: The authors used qualitative analysis; more specifically, the technique of focus group interview. Three interviews were conducted, each consisting of eight students from Poznań universities. The main goal of this research was to identify the role of social media used by fashion brands at every stage of the consumer buying decision process.

Main findings: The influence of social media on buying behaviour can be observed for fashion products. Social media play an important role in the decision-making process of young consumers. Social media have changed customer behaviour. They are an invaluable source of information and recommendations for products for young consumers. Furthermore, social media generate new needs and cause unscheduled purchases, mainly impulse purchases – for example, inflenced by a discount or an interesting presentation of the product. In addition, social media are a place for expressing opinions and sharing shopping experiences for young consumers. This knowledge about young consumers’ behaviour and attitudes to the use of social media in the decision buying process of fashion brands can be very valuable advice for companies to help them adjust tools of social media communications to their target group.


consumer behaviour; young consumers; Generation Z; fashion industry

Full Text:



Bartosik-Purgat, M. (2016). Media społecznościowe jako źródło informacji o produktach w świetle badań międzykulturowych – przykład Facebooka. Handel Wewnętrzny, 6(365), pp. 302–310.

CBOS (2017). Komunikat z badań nr 49/2017. Korzystanie z Internetu. Warszawa: Fundacja Centrum Badania Opinii Społecznej.

Izba Gospodarki Elektronicznej (n.d.). E-commerce w Polsce 2016. Warszawa.

Izba Gospodarki Elektronicznej (2016). Lubię to czy kupuję to? Jak media społecznościowe wspierają sprzedaż?. Retrieved from: [access: 10.05.2017].

Izba Gospodarki Elektronicznej (2017). Poradnik e-Izby: Social Commerce. Retrieved from: [access: 10.05.2017].

Kos-Łabędowicz, J. (2015). Internet jako źródło informacji w decyzjach nabywczych konsumenta. Warszawa: C.H. Beck.

Lindstrom, M., & Seybold, P. (2003). Brand Child: Remarkable Insights into the Minds of Today’s Global Kids & Their Relationships with Brands. London: Kogan Page. DOI:

Makaruk, K., & Wójcik, Sz. (2014). Seksting wśród polskiej młodzieży. Wyniki badania ilościowego. Warszawa: Fundacja Dzieci Niczyje.

Nask (2016). Nastolatki 3.0. Retrieved from:ń%20ogólnopolskich.pdf [access: 28.04.2017].

Olejniczuk-Merta, A. (2001). Rynek młodych konsumentów. Warszawa: Difin.

Data publikacji: 2019-10-14 10:02:13
Data złożenia artykułu: 2019-02-03 14:59:21


Total abstract view - 863
Downloads (from 2020-06-17) - PDF - 0



  • There are currently no refbacks.

Copyright (c) 2019 Magda Stachowiak-Krzyżan, Magdalena Ankiel

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.