Clothing brand purchase intention through SNS

Pujadas-Hostench, Jordi; Palau‐Saumell, Ramon; Forgas-Coll, Santiago; García, Javiér Sánchez

doi:10.1108/oir-02-2017-0042

Cited by 15 publications

(8 citation statements)

References 84 publications

(156 reference statements)

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“…To achieve this, we investigated a novel conceptual model which explains the impact of social networking sites advertisements, on consumer purchases decision: mediated by brand. As a primary contribution, this research showed that there was a positive relationship between social networking sites advertisement and consumer purchase decision, these results are consistent with previous studies, where the researcher found that SNS had a significant direct effect on consumer purchase intention towards clothes brands in Spain (Pujadas-Hostench et al, 2019a, 2019b. These results indicated that, when the consumer realizes the clothes brand advertisement in SNS they would be willing and interested in that brands which led them make a decision in purchasing that specific clothes brand which in turn resulting in their actual baying behavior (Touchette et al, 2015).…”

Section: Discussionsupporting

confidence: 90%

The impact of social networking sites advertisement on consumer purchasing decision: The Mediating role of brand awareness

Nofal¹,

Aljuhmani²

2020

10.5267/j.ijdns

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This study aims to investigate the impact of social networking sites advertisements on consumer purchase decisions. It also seeks to examine how brand awareness mediates this primary effect. The data for this study was collected based on 360 followers from student's perspectives towards major apparel brands across Girne American University in North Cyprus. Data analysis was performed using structural equation modeling (SEM) in order to analyze the data collected. The study found that SNS advertisement had a significant impact on brand awareness, alongside consumer purchase decisions. Similarly, it found support for the mediating role of brand awareness. This research extends prior research by investigating the mediating effect of brand awareness between the SNS advertisements and purchase decision path. Finally, this study enriches social media marketing literature by providing evidence from North Cyprus.

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Section: Discussionsupporting

confidence: 90%

The impact of social networking sites advertisement on consumer purchasing decision: The Mediating role of brand awareness

Nofal¹,

Aljuhmani²

2020

10.5267/j.ijdns

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“…Consumer perception benefits (social, informational and hedonic) exhibited significant positive effects on the attitude of online community members (perceived community attitude and AFSRP); this finding is in agreement with those of other relevant studies (Jung et al , 2014; Anderson et al , 2014). These findings support that consumers who use clothing brands’ SNS pages are looking for information about the brand and for social interaction (Pujadas-Hostench et al , 2019). Fans, thus, recognize the various levels of benefits provided by the fan group to which they belong.…”

Section: Discussionsupporting

confidence: 69%

Antecedents and consequences of attitude contagion processes: the example of apparel brand fan pages

Hsu

2019

JPBM

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Purpose This study aims to investigate the social, utilitarian and hedonic benefits associated with a brand behavioral performance from an attitude contagion theory perspective. An integrated empirical model was constructed to identify the antecedents and consequences of consumer attitude contagion. Design/methodology/approach Data were obtained from 609 members of Facebook apparel brand fan pages using purposive sampling. Structural equation modeling was used to validate the proposed theoretical model. Findings Social, utilitarian and hedonic benefits could be used to explain the effects of attitude contagion on various relationships. Attitude contagion factors partially mediate exogenous factors and the behavior of brand fans. Regarding the attitude contagion effect, perceived community attitude and attitude toward fans’ sponsored recommendation posts have stronger explanatory powers for attitude toward products than for attitude toward brands. Specifically, attitude toward brands can indirectly influence members’ purchase intention through brand recall. The proposed model exhibited desirable goodness-of-fit. Practical implications The findings can give brand community managers insight into the development of consumer attitude contagion and assist companies to improve their community management. Originality/value This study contributes to multiple perspectives in the literature regarding social, utilitarian and hedonic benefits and adopted an extension viewpoint to explain that the formation of consumer attitude is a complex process.

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“…The apparel industry was chosen as the context for our study because customers tend to buy apparel products more than any other retail products (PwC, 2016); apparel retailers have been noted to be among the most prolific, dynamic, and successful international retailers (Frasquet et al., 2017); the main goal of apparel retailers is to increase purchase loyalty (Cham et al., 2018; Gremler et al., 2019); scholars have shown an increasing interest in understanding the relationship between purchase intent and its determinants in the apparel industry (Neumann et al., 2020; Pujadas‐Hostench et al., 2019). To measure the research constructs, we divided the survey questionnaire into three sections.…”

Section: Methodsmentioning

confidence: 99%

“…scholars have shown an increasing interest in understanding the relationship between purchase intent and its determinants in the apparel industry (Neumann et al, 2020;Pujadas-Hostench et al, 2019). To measure the research constructs, we divided the survey questionnaire into three sections.…”

Section: Sample and Data Collectionmentioning

confidence: 99%

The determinants of retail customers' purchase intent

Menidjel

Bilgihan

2022

Int J Consumer Studies

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Despite the growing attention on enhancing purchase intent, there is no coherent framework for determining retail customers’ purchase intent. This study aims to contribute to marketing theory and practice by proposing and testing a comprehensive theoretical model that incorporates direct, mediating, and moderating relationships among preeminent constructs to produce decisive insight into purchase intent. Partial least squares‐based structural equation modelling (PLS‐SEM) was deployed to test research hypotheses and analyse the data collected from 515 customers. The findings reveal that customer relationship proneness has a positive impact on customer satisfaction, customer trust, and purchase intent. In addition, customer satisfaction is found to have a positive effect on customer trust. Customer trust, in turn, positively affects customer purchase intent. Customer trust fully mediates the association of customer satisfaction and purchase intent and partially mediates the association of relationship proneness and purchase intent. Of our seven selected moderators, only marital status and income moderate the association of customer relationship proneness and customer satisfaction. A customer's tendency to engage in relationships with retailers or brands depends on various factors that are related to customer characteristics. To develop customer loyalty and cultivate long‐term relationships, retailers are recommended to segment their customers based on their respective relationship proneness and relevant demographic characteristics, in particular, marital status and income, and target each segment with customized relationship marketing activities.

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Clothing brand purchase intention through SNS

Cited by 15 publications

References 84 publications

The impact of social networking sites advertisement on consumer purchasing decision: The Mediating role of brand awareness

The impact of social networking sites advertisement on consumer purchasing decision: The Mediating role of brand awareness

Antecedents and consequences of attitude contagion processes: the example of apparel brand fan pages

The determinants of retail customers' purchase intent

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