SARA AHUJA
Amity School of Communication, Amity University Patna
1 published article in Media Scholar
Published Articles
Vol. 4 (2026) · Issue 1 — Issue 1 (Jan–May 2026)
In recent years, social media has become a powerful force in shaping consumer habits, particularly among young people. Among these platforms, Instagram stands out for its strong visual appeal and wide influence on lifestyle and fashion choices. Instagram has grown from a basic photo-sharing app into a powerful marketing platform used by businesses of all kinds. With over a billion active users worldwide, the platform offers brands a unique opportunity to connect with their audience through engaging visual content, stories, and influencer collaborations. Fast fashion known for its quickly changing styles, low prices, and trendy designs has grown rapidly thanks to Instagram. The platform’s focus on pictures and videos, along with its large number of users and smart algorithms, makes it a strong tool for spreading fashion trends and encouraging young users to buy the latest styles. This study explores the influence of Instagram on fast fashion consumption among young adults aged 16–24, examining how the platform’s visual culture, influencer marketing, and algorithmic content curation drive purchasing decisions. The research explores how visual content, influencer marketing, and trend culture on Instagram affect purchasing decisions, brand preferences, and attitudes toward fashion sustainability. The primary data for this research was collected through an online survey distributed among university students and young professionals.