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.

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

• Jennifer DeVita(Regent's University London, UK)
• Bruno Schivinski(Birkbeck University of London, UK)