Scroll, Click, Buy: How Shein's Social Media Marketing Drives Gen-Z Impulse Buying and Overconsumption in Durban North

Abstract

This study investigates the influence of SHEIN's social media marketing on Generation Z (Gen-Z) consumers’ impulse buying and overconsumption in Durban North, KwaZulu-Natal, South Africa. Focusing on digital platforms, it examines how influencer collaborations, haul videos, flash sales and app-based promotions shape purchasing behaviour and perceptions of affordability. Guided by an interpretivist paradigm, semi structured interviews were conducted with eight Gen-Z participants (18–22 years) selected via purposive and snowball sampling. The thematic analysis revealed eight themes: Social Media Engagement with SHEIN, Influence of Social Media Content and Influencers, Promotional Strategies and Sales, Impulse Buying Behaviour, Overconsumption and Excess Purchases, Gen-Z Consumer Behaviour, Perceptions of Affordability and Quality and Impact on Local Fashion Markets. Findings indicate that SHEIN’s influencer content, promotions and App design encourages frequent impulse purchases and rationalisation of excessive buying through affordability, while local retailers face competitive disadvantages due to limited digital engagement and higher prices. The study contributes to understanding how social media marketing drives impulsive consumption among South African Gen-Z consumers and it offers practical insights into reducing overconsumption and enhancing local fashion retailers’ competitiveness through digital and influencer strategies. The study extends impulse buying and social influence explanations by showing how app based promotions and haul culture jointly normalises bulk buying and reduces guilt through affordability rationalisations in a South African context.