The Impact of Social Media Advertising in Creating Fashion Trends among Young Adults in Malaysia

Gan, Wei Kang (2021) The Impact of Social Media Advertising in Creating Fashion Trends among Young Adults in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

This study is aims to evaluate the effectiveness of social media in creating fashion trends among young adults in Malaysia. As social media have drastically changed how people consume content these days, people are no longer picking up magazines as often as they have in the past. Social media on fashion industry is getting very much in and within the past decade, a remarkable development has been witnessed. Besides, it also aims to find out which type of fashion advertisement are more appealing to the young adults. In order to target the young adults in Malaysia, advertisement is an essential tool that can be used by fashion brands to attract the young adults’ attention. This study used the survey questionnaire and collect 100 respondents between 18 to 32 years old who are living in Malaysia to find out how would they rate the attractiveness of fashion advertisement on social media nowadays. Furthermore, to identify external factors that are affecting young adults’ fashion preference is also the aim of this study. The results in this study shows on how young adults are being influenced by their friends or social media when they wanted to decide on the brands that are relevant to them. This objective is important to show how young adults are forming brand loyalties and help to grow for a particular fashion brand in the market.