Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model
Journal article
Schivinski, B., Czarnecka, B., Pontes, N, Mao, W, De Vita, J and Stavropoulos, V (2022). Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-05-2021-3468
Authors | Schivinski, B., Czarnecka, B., Pontes, N, Mao, W, De Vita, J and Stavropoulos, V |
---|---|
Abstract | Purpose – This study examines in which circumstances consumer’s self-congruity moderates the indirect influence of consumer-based brand equity (mediating role) in the relationship between firm-created and user-generated social media content and intention to purchase fashion products. |
Keywords | social media; social media marketing; fashion marketing; self-congruity ; brand equity |
Year | 2022 |
Journal | Journal of Product & Brand Management |
Publisher | Emerald |
ISSN | 1061-0421 |
Digital Object Identifier (DOI) | https://doi.org/10.1108/JPBM-05-2021-3468 |
Publication dates | |
08 Mar 2022 | |
Publication process dates | |
Accepted | 11 Feb 2022 |
Deposited | 23 Feb 2022 |
Accepted author manuscript | License File Access Level Open |
https://openresearch.lsbu.ac.uk/item/8z4yy
Download files
Accepted author manuscript
Schivinski et al JPBM Accepted.pdf | ||
License: CC BY-NC 4.0 | ||
File access level: Open |
685
total views2418
total downloads2
views this month13
downloads this month