Abstract:<p>This study analyzes how social media has democratized the fashion industry, impacting millennial consumer behaviour. It explores concepts such as the power of influencers, and two behaviours affected by social media: impulsive buying and overconsumption. There were 212 survey participants that were asked about their usage of social media, knowledge of the fashion industry, relationship with influencers, their impulsive buying habits, and recognition of overconsumption. This research reveals the negati… Show more
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