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Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model

Bruno Schivinski (School of Media and Communication, RMIT University, Melbourne, Australia)
Nicolas Pontes (Business School, The University of Queensland, Saint Lucia, Australia)
Barbara Czarnecka (London South Bank Business School, London South Bank University, London, UK)
Wen Mao (Business School, The University of Queensland, Saint Lucia, Australia)
Jennifer De Vita (Department of Marketing, Regent’s University London, London, UK)
Vasileios Stavropoulos (The Institute for Health and Sport, Victoria University, Melbourne, Australia)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 8 March 2022

Issue publication date: 10 August 2022

5449

Abstract

Purpose

This study aims to examine 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, the authors 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 brand equity mediates the relationship between social media communication and purchase intentions of fashion products, and 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.

Keywords

Acknowledgements

This study is part of a research project undertaken by Jennifer De Vita at Regent’s University of London within the MSc Digital Marketing & Analytics program.

The authors also would like to thank the Editors Professor Cleopatra Veloutsou and Dr Francisco Guzman and the anonymous reviewers for their constructive insights and feedback.

Citation

Schivinski, B., Pontes, N., Czarnecka, B., 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, Vol. 31 No. 7, pp. 1047-1062. https://doi.org/10.1108/JPBM-05-2021-3468

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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