Abstract
The study aimed to predict fashion orientation based on the satisfaction of basic psychological needs, with the mediating roles of social feedback need and social media addiction among Instagram users. The research employed a descriptive-correlational design. The statistical population included university students in Tabriz, and 397 participants were selected using a multi-stage cluster sampling method, based on Kline’s recommendation. Data were collected using the Social Feedback Need Scale for Social Media, the Social Media Addiction Scale, the Basic Psychological Needs Satisfaction Scale, and the Fashion Orientation Scale. Data were analyzed using SPSS-24 and AMOS-24 through path analysis. The results revealed significant correlations among the study variables (p < 0.01). Findings indicated that the satisfaction of basic psychological needs explained 19% of the variance in fashion orientation directly and 65% indirectly through the mediating roles of social feedback need and social media addiction. According to bootstrap and Sobel tests, these mediating effects were partial and statistically significant (p < 0.05). In conclusion, Instagram users whose basic psychological needs are not fully satisfied tend to seek more social feedback on social media, and as their dependence on these platforms increases, they exhibit a stronger inclination toward fashion orientation.

Introduction
In today's world, as a result of the growth of communication and technology, fashion orientation has become one of the cultural and normative challenges of society. Fashion is a cultural pattern that is accepted by a society in a limited period of time and then gradually forgotten. Fashion orientation refers to the tendency of individuals to adjust their style of clothing, lifestyle, and behavior according to new cultural patterns. Although fashion has existed throughout all ages, in the modern era, with the expansion of human communication and technology, it has taken an extreme form. The spread of various fashions from Western countries has rapidly entered societies, and some segments of society, especially young people and adolescents in developing countries, have enthusiastically embraced it (Das & Jebarajakirthy, 2020). The effects of fashion orientation are such that, according to European Union statistics, clothing consumption per person has increased by 40% over the past few decades, and discarded clothing constitutes 2% to 10% of environmental pollutants (Grieco et al., 2023).
Fashion orientation is a phenomenon that exists in all segments of society, but it appears that young people and adolescents who are active on social media platforms such as Instagram, and who seek to share personal photos and videos with others, pay more attention to fashion. Approximately 50% of posts on Instagram are related to fashion (O'Connor, 2018). Researchers have attempted to explain why people are drawn to fashion, generally arguing that the motivation for fashion orientation includes both social and psychological motives. Fashion orientation varies among Instagram users based on their goals and motivations for using social media, and this highlights the importance of studying the relationship between fashion orientation and the level of addiction to these platforms.
One of the key variables relevant to this research is the satisfaction of basic psychological needs. According to self-determination theory (Ryan & Deci, 2017), basic psychological needs include autonomy, competence, and relatedness. The satisfaction or frustration of these needs can lead individuals to seek alternative ways to fulfill them. Although no study has directly examined the relationship between basic psychological needs and fashion orientation, related research suggests that consumers use products to gain a sense of competence (Latour & Deighton, 2018), and low self-esteem can lead to a tendency toward luxury consumption (Atkinson & Kang, 2022). The impact of basic psychological needs on fashion orientation may be mediated by other psychological and behavioral factors, particularly the need for social feedback in social media and addiction to these platforms. The need for social feedback refers to the importance individuals place on others' reactions and judgments about themselves, as well as coordinating their actions with these reactions (Karaşar & Öğülmüs, 2016). The need for social feedback, including the desire for popularity and positive feedback, is among the strongest motivators for social media use (Marengo et al., 2021). Individuals use fashion as a way to gain social approval, which in turn leads to the popularity of certain fashions (Han et al., 2010). Social media addiction, characterized by excessive preoccupation with social media use and an uncontrollable need for constant connection, also plays a crucial role in fashion orientation. Given the prevalence of fashion orientation and its negative environmental, social, and cultural consequences, understanding its psychological and social determinants is essential. This study aims to predict fashion orientation based on basic psychological needs, with the mediating roles of need for social feedback and social media addiction among Instagram users.

Research Methodology
This research is fundamental in purpose and quantitative in nature, employing a descriptive-correlational design using path analysis. The statistical population consisted of all university students in Tabriz during the 2023-2024 academic year. A sample of 397 participants was selected using multi-stage cluster sampling. Based on Kline's (2015) recommendation of a minimum of 200 participants for path analysis and structural equation modeling, the sample size was increased to enhance statistical power and reduce Type II error.
Data were collected using the Social Feedback Need Scale for Social Media (Duradoni et al., 2023), the Social Media Addiction Scale (Khajeh Ahmadi et al., 2016), the Basic Psychological Needs Satisfaction Scale (Gagné, 2003), and the Fashion Orientation Scale (Amirkova et al., 2015). The Social Media Addiction Scale includes four subscales: individual functioning, time management, self-control, and social relationships. The Basic Psychological Needs Satisfaction Scale comprises 21 items measuring autonomy, competence, and relatedness. All instruments demonstrated acceptable psychometric properties in previous research. Data were analyzed using SPSS-24 and AMOS-24 through path analysis. The conceptual model proposed that basic psychological needs (exogenous variable) predict fashion orientation (endogenous variable) through the mediating roles of need for social feedback and social media addiction. Model fit was assessed using multiple indices including GFI, AGFI, NFI, IFI, RFI, TLI, CFI, and RMSEA, with bootstrapping and Sobel tests used to examine mediation effects.

Discussion
The Relationship Between Basic Psychological Needs and Fashion Orientation
The findings revealed that dissatisfaction or lack of fulfillment of basic psychological needs significantly increases the tendency toward fashion orientation among Instagram users. This finding aligns with previous studies (Latour & Deighton, 2018; Atkinson & Kang, 2022; Moeini et al., 2020) which demonstrated that psychological characteristics such as feelings of inferiority, weak willpower, low autonomy, and the need for social belonging are among the factors contributing to fashion-oriented behavior in youth. These findings can be explained through the lens of self-determination theory (Ryan & Deci, 2017), which posits three universal psychological needs—autonomy, competence, and relatedness. When these needs are frustrated, individuals may engage in compensatory behaviors to fulfill them. In the context of social media, fashion orientation may serve as a compensatory strategy for satisfying these needs. Users may experience a sense of autonomy and personal choice through adopting or creating specific fashion styles; they may feel competent and capable by achieving a desirable appearance; and they may satisfy their need for relatedness by aligning with groups and engaging in online interactions.
Self-determination theory suggests that all motivations are formed in connection with the degree of basic psychological need satisfaction. When these needs are satisfied internally and voluntarily, motivations become intrinsic and autonomous. However, when behavior is shaped by social pressure or external requirements, motivations become extrinsic and controlled (Ryan & Deci, 2017). Therefore, it can be concluded that fashion orientation among Instagram users primarily represents a form of extrinsic motivation, as this behavior emerges in response to social expectations, peer pressure, and the need for others' approval, rather than stemming from intrinsic, value-based motivations rooted in personal beliefs. This is consistent with the finding that the direct effect of basic psychological needs satisfaction on fashion orientation was negative and significant (β = -0.19), indicating that lower need satisfaction is associated with higher fashion orientation.
The Mediating Role of Need for Social Feedback
The results demonstrated that the need for social feedback serves as a significant mediator between basic psychological needs and fashion orientation. The direct effect of need for social feedback on fashion orientation was positive and significant (β = 0.47). This finding is consistent with previous studies (John et al., 2023; Han et al., 2010) showing that the search for social approval in social media plays an important role in stimulating purchase intention and orientation toward fashion and luxury brands. Individuals, through receiving positive feedback and approval from others, experience feelings of belonging, self-worth, and social acceptance, which leads to symbolic behaviors such as following fashion trends.
The concept of need for social feedback can be explained within the framework of the bandwagon effect (Leibenstein, 1950), which refers to individuals' tendency to adopt the views or behaviors of the majority, even when these views differ from their personal beliefs. Leibenstein emphasized that external factors beyond the intrinsic characteristics of a product can influence consumer behavior (Bindra et al., 2022). Individuals adopt fashionable trends as a tool for gaining social approval, which leads to the popularization and reinforcement of fashion orientation in society (Han et al., 2010). According to Duradoni et al. (2023), need for social feedback consists of two main components: desire for popularity and desire for positive feedback. Fashion orientation for Instagram users can be understood as a compensatory strategy to satisfy the need for social feedback. Through conformity to fashion and displaying personal style in the virtual space, individuals gain popularity, receive positive reactions, and enhance their sense of social self-worth. The need for social feedback can be defined as individuals' desire to receive approval and attention from others (Taylor, 2015). This desire to be liked and accepted by others encourages individuals to align their behaviors and attitudes with group or social norms—a phenomenon that, in the context of social media, manifests as fashion orientation, imitation of popular styles, and socially desirable self-presentation.
The Mediating Role of Social Media Addiction
The findings also revealed that social media addiction significantly mediates the relationship between basic psychological needs and fashion orientation. The direct effect of social media addiction on fashion orientation was positive and significant (β = 0.27). This finding aligns with previous research (Nasir & Tajik, 2022; Amidi & Ahmadi, 2016; Nemati Aghdam et al., 2022) demonstrating that membership in and frequent, problematic use of social media leads to the emergence of fashion orientation. The fashion industry, like many other economic and cultural fields, has been strongly influenced by social media in recent years. Social media platforms play a vital role in creating connections, exchanging information, and shaping users' consumption attitudes. According to Al-Abdallah and Bataineh (2018), images and albums published on social media have a significant impact on consumers' attitudes and decision-making regarding fashion products.
This phenomenon can be explained within the framework of social learning theory (Bandura, 1977), as observation, imitation, and reward in the virtual space reinforce fashion-oriented behaviors in users. Individuals who are more exposed to social media and influenced by brand advertisements and the behavioral patterns of influencers exhibit a higher tendency toward fashion orientation. The findings revealed that individuals with lower satisfaction of basic psychological needs tend to seek social feedback and approval from others on social media, and as their dependence on these platforms increases, they develop a stronger inclination toward fashion orientation. This process can be understood through Kardefelt-Winther's (2014) compensatory internet use hypothesis, which suggests that individuals with higher levels of shyness and lower self-esteem tend to prefer online interactions. Excessive use of social media increases due to difficulties in managing face-to-face relationships, fear of rejection, and deficits in self-esteem (Fontana et al., 2023). As a result, addiction to social media exposes individuals to various fashion trends promoted by influential Instagram users and brand advertisements, ultimately leading to fashion orientation.

Conclusion
This study demonstrated that the frustration of basic psychological needs (autonomy, competence, and relatedness) stimulates the need for social feedback, particularly among Instagram users, and this, combined with continuous and problematic engagement with social media, contributes to the emergence and spread of fashion orientation. The findings revealed that the satisfaction of basic psychological needs explained 19% of the variance in fashion orientation directly and 65% indirectly through the mediating roles of need for social feedback and social media addiction. These results confirm that fashion orientation among Instagram users is primarily driven by extrinsic motivations related to social approval and validation-seeking rather than intrinsic personal values.
The study contributes to the understanding of the psychological mechanisms underlying fashion orientation in the digital age. It extends self-determination theory to the domain of consumer behavior in social media contexts, demonstrating how unmet psychological needs can manifest as compensatory consumption patterns. The findings have practical implications for mental health professionals, educators, and policymakers in developing awareness programs and interventions addressing the psychological roots of fashion orientation. The research also highlights the importance of fostering psychological need satisfaction through healthy, autonomy-supportive environments to reduce reliance on external validation and addictive social media behaviors.
Limitations of the study include its focus on university students as participants, restriction to Instagram users, and the quantitative nature of the research. Future research should investigate other social groups and users of other social media platforms, employ qualitative methods such as phenomenology to explore individuals' worldviews regarding fashion orientation, and examine the role of cultural factors in shaping fashion-related behaviors.