DIGITAL INFLUENCES AND CULTURAL DYNAMICS: ANALYZING FASHION CONSUMPTION PATTERNS AMONG MALAYSIAN GENERATION ALPHA

Abstract

Generation Alpha, born in 2010 onwards, represents the first cohort to grow entirely within a digital landscape. This generation's immersion in technology, from smartphones and tablets to social media, fundamentally shapes their developmental experiences and behaviors. Unlike previous generations, whose interaction with technology evolved, Generation Alpha's early and pervasive exposure to digital environments influences their fashion consumption patterns. This study investigates the impact of digital media on fashion behaviors among Malaysian Generation Alpha, focusing on the integration of social media platforms like Instagram, TikTok, and YouTube in shaping fashion preferences and purchasing decisions. Fashion consumption for Generation Alpha is characterized by a blend of digital and offline interactions, where online engagement with brands and influencers plays a pivotal role. Social media influencers significantly impact fashion choices, with their endorsements and personal connections shaping trends and consumer attitudes. This research also explores the cultural and economic factors specific to Malaysia, a country marked by diverse ethnic groups and rapid economic development, which further influence fashion preferences within this demographic. The study aims to examine how digital platforms influence fashion consumption, identify key factors affecting purchasing decisions, and understand the effects of cultural and economic conditions on fashion choices. It also explores emerging trends, such as the growing interest in sustainable and personalized fashion experiences. This research provides valuable insights for fashion brands and marketers seeking to engage with Generation Alpha in Malaysia. By understanding this generation's digital interactions, cultural contexts, and economic conditions, brands can develop targeted marketing strategies and product offerings that align with the evolving preferences and values of this emerging consumer group. Future research should explore long-term trends and the impact of new technologies on fashion consumption to further refine strategies and understand global and regional variations in Generation Alpha's fashion behaviors.