Generation Z impulse purchases in fashion industry

Instagram made Me buy it’: Generation Z impulse purchases in fashion industry The article “Instagram made Me buy it’: Generation Z impulse purchases in fashion industry” was written by Elmira Djafarova and Tamar Bowes. The article considered the effects of Instagram on generation Z in the fashion industry. Djafarova and Bowes examine difference in perspective between generation Z and generation X, and the article showed that ​​generation Z are more impulse buyers than other generations owing to the fact that they grow up with technology. Furthermore, there was a research which investigated why generation Z is impulse buyers, and the research included 8 focus groups and SOR model. There were four stimulants for generation Z, especially on brand IG accounts, advertisements, opinion leaders, user-generated content. Djafarova and Bowes claim that the female’s part of generation Z are affected by Instagram, and male’s part are affected by twitter. With the impact of Instagram's impulse buying impulses on generation Z, which have been succinctly presented by the authors, I would like to reflect on the practical and real-life implications of Instagram. From my point of view, generation Z is a generation that has been influenced by social media and has shaped their lives with technology. As a part of generation Z, I can claim that our life was built on technological items, and our wishes began to change in this area compared to other generations. One of the changing demands is purchasing impulses, now people can see more products in a shorter time thanks to social media. What's more, they make quicker decisions thanks to factors such as advertisements and opinion leaders. To give an example from my experiences, I have stopped using instagram for a year in 2019, and I did less fashion shopping than in the years I used Instagram owing to the fact that I was not exposed to watch advertisements and opinion leader’s videos. Moreover, user-generated content has effects on people for purchasing impulses in the light of these facts which are that they could be trustworthy, and honest. On the other hand, generation Z believed that some brands use images and information that do not reflect the truth in their Instagram accounts, and this incorrect knowledge sometimes leaves people with serious problems, such as skin diseases. However, user-generated content includes real information about products. People should be more careful about Instagram’s effects on impulse purchases.