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Fashion tastes and preferences are based on an individual’s perception of body image.Additionally, they form the primary basis for spending behavior.
The use of digital ads by fashion marketers creates a big opportunity for the populations to view and share the products before actual purchase, which tends to influence the spending habits during the actual purchase (Okazaki & Taylor, 2013).
Teenagers and other consumer groups have turned to social media for fashion inspiration and digital purchase of these products.
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).
Nonetheless, if the generalizability of the findings generated from the study is questionable, the researcher will propose future research areas for studying. The study setting will be 3 high schools located in an urban setting, preferably Boston.
The study will be conducted for a period of 6 months starting from May 2017 to November 2017.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.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).According to research in the use of social media, it has been identified that customers who use these platforms during their shopping experiences are likely to spend more than those who do not.According to research, 68% of American teenagers use Facebook as their primary social networking platform and teenagers are highly vulnerable in terms of self-development and they are faced by decision making challenges when it comes to fashion spending, especially for the young women adolescents (Perloff, 2014).There has been a remarkable outburst in social media usage in the past decade.Social media platforms are increasingly growing as developers come up with better applications and new features.In the United States, use of the Internet is very frequent especially amongst the teenage groups, and hence sharing of products is highly convenient.Research has identified digital behavior, or the use of Internet, as an influential factor on consumer behavior and expectations (Fardouly et al., 2015).