EFFECTS OF SOCIAL MEDIA COMMUNICATION ON PURCHASE INTENTION OF ENDORSED FASHION PRODUCTS – A MODERATED MEDIATION MODEL
Jennifer DeVita, Bruno Schivinski
- LanguageENG
- URLhttp://db.koreascholar.com/Article/Detail/372436
Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris
(2019.07)
pp.167-177
pp.167-177
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Abstract
This research develops an under-investigated aspect of the business literature regarding firm-created and user-generated social media communication and their influence on purchase intention of endorsed fashion products. The results indicate that (i) brand equity mediates the relationship between social media communication and purchase intention of endorsed fashion products, and (ii) the mediational role of brand equity is further moderated by the consumer’s self-congruity with fashion brands.
Table Content
ABSTRACT
1. INTRODUCTION
2. THEORETICAL BACKGROUND
2.1. Social Media Communication
2.2. Consumer-Based Brand Equity as a Mediator
2.4. Self-Congruity as a Moderator
3. METHOD
3.1. Participants and Procedures
3.2. Measures and Statistical Analysis
4. RESULTS
4.1. Preliminary Analyses
4.2. Testing for The Conceptual Model
5. DISCUSSION
References
1. INTRODUCTION
2. THEORETICAL BACKGROUND
2.1. Social Media Communication
2.2. Consumer-Based Brand Equity as a Mediator
2.4. Self-Congruity as a Moderator
3. METHOD
3.1. Participants and Procedures
3.2. Measures and Statistical Analysis
4. RESULTS
4.1. Preliminary Analyses
4.2. Testing for The Conceptual Model
5. DISCUSSION
References
Author