Name: Gurleen Kaur , Pawanpreet Kaur , Sharina Mahajan
Country: India

Year: 2026
Volume: VOL-17 , ISSUE NO.-2 Special Issue July-2026 (SN)
Page Number: 46-51
DOI: https://doi.org/10.5281/zenodo.22342045

Social media platforms have significantly changed the global fashion industry. They reshape how consumers connect, influence fashion preferences, and redefine buying behavior. This review paper looks at how social media enhances consumer connections and changes fashion preferences worldwide, using findings from recent studies in the United States, India, China, the United Kingdom, Indonesia, and Sri Lanka. The reviewed literature shows that social media is a powerful tool for fashion brands to engage with consumers, build emotional connections, and establish trust through engaging content, influencer partnerships, user-generated content, and real-time communication. Influencer marketing is a key factor in shaping fashion preferences. The relatability, credibility, and emotional appeal of influencers greatly encourage purchase decisions, especially among less experienced shoppers. Platforms like Instagram, TikTok, YouTube, and Pinterest fit well with the visual nature of fashion. They h