Fashion Cultures

Completed an in-depth dissertation exploring how social media and influencer culture have shaped Gen Z culture and consumption habits, driven by a strong personal and professional interest in digital marketing and consumer behaviour. The research examined the rise of influencer-led commerce and social shopping, with a focus on contemporary platforms and personalities including Molly-Mae Hague's brand-building success, the growth of TikTok Shop, and brand-led case studies such as Calvin Klein. The study was underpinned by key behavioural, including Lantz’s Mimetic Behaviour and Moriuchi’s Persuasion Theory, analysing how imitation, relatability, and social proof influence Gen Z purchasing decisions. This project reinforced my passion for social-first strategy and strengthened my understanding of how digital culture directly drives modern consumption habits.