DIGITAL INFLUENCE AND YOUTH CULTURE: FASHION PERCEPTIONS AMONG GENERATION ALPHA IN MALAYSIA

Abstract

This study explores the influence of digital platforms on the perception and behavior of young influencers within Malaysia's Generation Alpha. Social media platforms, such as TikTok, Instagram, and YouTube, play a pivotal role in shaping fashion trends, which are disseminated and adopted at an unprecedented pace. Prominent Malaysian influencers, including Aiman Hakim Ridza, Ain Edruce, Wak Doyok, and Neelofa, wield significant impact by promoting cultural and modern fashion fusion, inspiring authenticity, and encouraging brand loyalty. Their presence on digital platforms enhances engagement and provides relatable styling ideas that resonate with this tech-savvy generation. Cultural and economic factors further shape Generation Alpha’s preferences. Cultural diversity and traditional norms influence choices, while economic conditions determine the accessibility of products. This generation also displays an increasing inclination toward personalized experiences and sustainable consumption. Innovations such as virtual try-ons, customizable options, and immersive augmented reality shopping environments align with their desire for interactive engagement and individuality. Furthermore, a growing awareness of environmental issues prompts a preference for brands that emphasize eco-friendly and ethical practices. The findings highlight the significant role of young influencers and digital platforms in driving preferences and behaviors among Generation Alpha. Marketers are encouraged to leverage these insights by emphasizing authenticity, sustainability, and personalization in their strategies. Future research should examine the long-term evolution of these behaviors, the integration of emerging technologies, and regional variations to provide a broader perspective on this dynamic demographic.