In the process of determining the fashion, the reasons of preferred fashion content videos and its effect on purchase

One of the most defining features of social media is the content created by users. Unlike mass media, the creation of content by users raises the fact that the people affected by the content are the creators of the content. On the one hand, while brands carry out their own communication activities, on the other hand, users support these communication activities or they hinder their negative approach. In addition to all these, brands have started to actively use social channels and carried some of their communication activities to these channels. With the development of technology, it has become much easier for users to produce content, blog sites, microblogs, different social networks have enabled users to produce and publish their own content. In addition to the importance of the quality of the content, thanks to the location and target audience of the creator, and their sincere and directing communication, these people have the power to influence large audiences. In this direction, influencers and youtubers, who have the power to direct their target audience in many fields, are assumed to affect and shape the concept of fashion. The fact that a product they recommended in social media accounts was taken by many people and the stock of the proposed products was rapidly depleted attracted attention to their power to direct the masses. Before forgetting that the concept of fashion includes every product that has been shown interest by large masses in a certain period, in this study, firstly, the concept of fashion and how the trend is determined, then the relationship between fashion and consumption has been examined. Two important actors that determine the relationship between fashion and consumption through social media; The role and impact levels of brands and users in the process were tried to be determined. The studies focused only on consumption habits, but they are insufficient to explain the factors related to the concept of fashion that guides the consumption habits. The purpose of this study is to close the gap and to address the process with all its actors. Keywords: Social media, fashion, symbolic interaction, youtube content, user- generated content