The Reciprocal Social Media Influence of Mothers and Daughters in Fashion Marketing

Despite the growth of influencer marketing, virtually no research to date has examined the impact of social media on the sharing of fashion-related information between mothers and their daughters. This study sought to examine to what extent and how mothers and daughters influence each other's fashion choices and consumption via social media. Forty-eight pairs of mothers and their young adult daughters were interviewed, and the data were analyzed according to protocols for phenomenology. The results showed that both mothers and daughters felt that social media influenced their fashion consumer behaviors, albeit in different ways. The findings also identified a reciprocal, but unequal, influence of mothers and daughters on each other's fashion related attitudes and purchase behaviors. These results suggest that fashion marketers should consider strategies that incorporate key familial influences and co-shopping behaviors. Theoretical implications for consumer socialization theory and managerial implications for fashion marketing are also discussed.