The teenage group of consumers entails peer groups that pose influence on major spending activities, whereby the schools are characterized by virtual fashion shows, especially with the teenage girls.
In the high school experience, every student wants to look good in front of his/her peers and that plays great roles in the use of social media in promoting fashion (Fardouly et al., 2015).
Fashion tastes and preferences are based on an individual’s perception of body image.
Additionally, they form the primary basis for spending behavior.
The trend is especially noticeable among tech-savvy teenagers who are among the first people to know of new emerging platforms.
Evidently, social media and other applications of web 2.0 have had tremendous influence on people’s lives.Basically, almost every high school teenager in the United States operates a social media account, including Facebook, Whats App, My Space, Yahoo, Google , Twitter, etc.The social media platforms facilitate the sharing of experiences through personal photos that are highly based on fashion competitiveness amongst the teen group (Ghaznavi & Taylor, 2015).The world has progressively been transformed into a global village where trans-continental communication is ubiquitous.Consequently, sharing of ideas, cultural exchange among other factors is faster and easier.The consumer expectations tend to be evolving at a rapid rate and fashion designers and marketers have to identify with the most convenient way to get access to potential customers.In the real essence, every marketer seeks to satisfy the needs of the current customers for retention whereas at the same time attracting new customers through presentation of products (Fardouly et al., 2015; Okazaki & Taylor, 2013).Failure to understand the consumer behavior can present great marketing challenges.Understanding consumer behavior is a strategic activity that can be applied in the overall improvement of the organization’s marketing approach.The use and consequent impacts of social media in spending habits is a particularly critical area in understanding consumer behavior.By understanding social media usage and preferences for particular goods, organizational marketers can develop strategies for product positioning.