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
AuthorsSchivinski, 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.
Design/methodology/approach – In this study, we carried out an online survey with social media users of fashion brands and collected data from 622 participants across two samples to investigate whether consumers’ perceptions of equity of fashion brands mediate the relationship between social media brand-related communication created by both firms and users and the intention to buy the fashion brands. The indirect relationship is further moderated by self-congruity.
Findings – The results indicate that (i) brand equity mediates the relationship between social media communication and purchase intentions of fashion products, and (ii)
self-congruity moderates the relationship between social media communication types and purchase intentions, such that higher/lower levels of self-congruity strengthen/weaken the impact of social media communication on purchase intentions.
Originality/value – This study contributes to the business and marketing literature by exploring how social media communication, branding, and fashion align with the
individual’s self-concept and buying behaviour.

Keywordssocial media; social media marketing; fashion marketing; self-congruity ; brand equity
Year2022
JournalJournal of Product & Brand Management
PublisherEmerald
ISSN1061-0421
Digital Object Identifier (DOI)https://doi.org/10.1108/JPBM-05-2021-3468
Publication dates
Print08 Mar 2022
Publication process dates
Accepted11 Feb 2022
Deposited23 Feb 2022
Accepted author manuscript
License
File Access Level
Open
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