Social Media as a Catalyst of Fast Fashion Consumption in India: An Empirical Investigation of Influence Mechanisms, Authenticity, and Demographic Moderation

Abstract

Over the last two decades, the way people shop has changed. Drastically due to Social media and fast fashion. Fast fashion is about making clothes and selling them cheaply due to cost cut by standardization. Social media platforms like Instagram help spread the trends and make people want to buy more. In India, many Youngsters are habitual to using the internet and social media, so the demand for fast fashion is increasing. This study looks into how Social media impact people and their buying habits, especially when it comes to trendy fashion.