The Impact of Social Media Marketing on Consumer Psychology in the Popularisation of Fashion Brands

DOI

10.2991/978-94-6239-801-6_123How to use a DOI?

Keywords

Social Media Marketing; Fashion Brand Popularisation; Consumer Psychology

Abstract

This paper examines the background and historical evolution of the fashion industry, focusing on the popularisation of fashion brands and related consumer behaviour research, which has become a key topic in the digital economy era. Existing studies have explored social media’s impact on fashion marketing, yet lack systematic analysis of fashion brand popularisation strategies and their mechanisms on consumer psychology and purchase decisions. Based on the rapid development of the digital economy and social media, this study adopts a literature research method to analyse fashion popularisation, Key Opinion Leader (KOL) marketing, and User-Generated Content (UGC) communication strategies, as well as their effects on consumer cognition and behaviour. Findings indicate that fashion popularisation has become a mainstream trend featured by lower consumption thresholds, diversified product structures, and decentralised communication. KOL marketing and UGC reshape consumer decision-making, with trust, cost-effectiveness, and emotional value as key drivers. This paper proposes product-price matching, refined KOL operation, and UGC co-creation, verifying fashion popularisation as an integrated marketing system that provides practical references for brand marketing and industry development.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zhen Sun
PY  - 2026
DA  - 2026/10/23
TI  - The Impact of Social Media Marketing on Consumer Psychology in the Popularisation of Fashion Brands
BT  - Proceedings of the 2026 2nd International Conference on Financial Innovation and Marketing Management (FIMM 2026)
PB  - Atlantis Press
SP  - 1184
EP  - 1194
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-801-6_123
DO  - 10.2991/978-94-6239-801-6_123
ID  - Sun2026
ER  -