THE ROLE OF SOCIAL MEDIA FASHION  INFLUENCERS ON GEN Z CONSUMERS LAST MINUTE HOLIDAY SHOPPING : A qualitative study on gen z consumers purchase behavior on fast-fashion retailer  

The online activities on social media have become a popular beverage among female gen zers in Sweden, as they rely on the platforms to recieve the information they need when evaluating a fashion purchase. This research aims to investigate the consumer last-minute holiday shopping on fast-fashion brands, and how the online fashion influencer could impact them in such occasions. Design/Methodology/Approach, this thesis is adopting the qualitative method by collecting data from the female gen zers in Sweden, through interviews. Findings highlight the online influencer to not have an direct impact on the female gen zers on their fast-fashion last minute purchase, but still would be more useful in terms of seeking inspirations and motivation on fashion purchases. The reason behind this is that they desire influencers who would promote fashion brands that are affordable to them. This study identifies the different attributes lacking on today´s online fashion influencers, and would percieve fast-fashion to be the main source of satisfaction that the online fashion influencers are not so engaged in. Research limitation/Implication on the qualitative study, is used and is considered to be limited to gain a glimpse on last-minute holiday shopping behavior including more occasions than only the holidays. Hence, the Future suggestions for coming researchers is recommended to investigate last-minute shopping in the general perspective and in comparing two genders and their consumer behavior in this topic. Practical implication, these findings contribute to today´s regular fashion retailers, in learning more about the female responders, and are recommended for companies to enhance their independence rather than reying fully on influencer marketing strategies. Orginality/Value, this study is among the first to be investigating the female gen z behavior on last-minute shopping phenomenon today