Media technology shifts: Exploring millennial consumers' fashion‐information‐ seeking behaviors and motivations

Abstract

AbstractThere has been an evident decline in the number of subscriptions for traditional media while the digital forms of consumer‐centric media, specifically in the fashion area, including fashion blogs and social media, have ascended to unprecedented popularity for information‐seeking, especially with millennials. Despite the transformation of media consumption patterns, the literature has primarily focused on information givers' perspectives, while it has paid little attention to information seekers' standpoints. Utilizing thematic analysis of qualitative data collected from six focus groups, we found key motivations driving millennials to turn to digital fashion media for their information needs: search autonomy, virtual storage, instant gratification, visual inspiration, gratuitous information, and authenticity. This study provides insight into how to strategically respond to consumers' needs in the current digitalized media environment.