Involvement of Generation Z in the Communication Activities of Clothing Brands in Social Media — The Case of Poland

Abstract Communication activities in social media have a direct impact on shaping consumer behavior, particular among the youngest group of consumers — Generation Z. This paper analyzes young Polish consumers’ interactions with fast-fashion brands networking platforms, focusing their motives for engaging fashion brands’ communication such platforms as Facebook, Instagram, Pinterest and YouTube. It presents empirical findings quantitative, pencil-and-paper questionnaire survey carried out representative sample 1000 high-school university students (representatives Z) Pozna?, Poland, regarding perceptions profiles clothing selected sites. Principle Component Analysis was used to identify critical factors determining involvement Z representatives brand (active profile, observation measurable benefits loyalty), main assumptions held by participants being present active (image/sales goals cognitive goals) two groups “best” conducted (entertainment information activities).