The research employs factor analysis, followed by a MANOVA procedure to explore relationships between fashion consumption and social media usage behavior based on data collected from 447 individuals. Findings suggest that social media usage and apparel consumption motivations interact, particularly for whom use social media for instant-self presentation.

ABSTRACT
INTRODUCTION
LITERATURE REVIEW
RESEARCH METHODOLOGY
FINDINGS
DISCUSSION
REFERENCES

• Lena Cavusoglu(Portland State University)
• Melike Demirbag-Kaplan(HWTK)
• Ece Cam(Izmir University of Economics)