How Social Media Influence Apparel Purchasing Behavior

Cao, Philine; Meister, Sandra; Klante, Oliver

doi:10.1365/s11621-014-0427-y

Cited by 25 publications

(17 citation statements)

References 5 publications

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“…Apparel manufacturers can use social identification and a need to show conformance with growing global awareness about environmental issues among consumers in promoting green apparel. The findings add to the research on the online environment and apparel consumption (Cao et al , 2014; Kang and Johnson, 2013; Park and Cho, 2012) by examining its relevance with self-identity construal in the context of green apparel purchase.…”

Section: Discussionmentioning

confidence: 73%

Cosmopolitanism, self-identity, online communities and green apparel perception

Khare

Kautish

2020

MIP

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PurposeThe research examined the influence of cosmopolitanism, global self-identity and online communities on Indian consumers’ green knowledge and consequently, its effect on the perception of green apparel product attributes.Design/methodology/approachA mall intercept technique was used for data collection in four cities in India. The hypothesized relationships were examined through structural equation modeling.FindingsCosmopolitanism, global self-identity and online communities influenced green knowledge. Green knowledge influenced Indian consumers’ perception of green apparel. The results indicate that social conformance and identification with online communities predicted consumers’ understanding of green apparel.Research limitations/implicationsThe research focused on green knowledge, cosmopolitanism, online communities and consumers’ perception of green apparel. The role of demographics, culture and product attributes like price, quality, promotions and design were not considered and may provide valuable insights.Practical implicationsGreen apparel manufacturers can communicate about the product attributes by linking it with growing global environmental consciousness, cosmopolitanism and global self-identity traits that focus on green consumption. Online communities can be used to inform, educate and promote green apparel.Social implicationThe study will pave the way forward to explore green consumption paradigms among fashion-oriented consumers in the Indian market who drive sustainable behavior.Originality/valueThe research suggested that conformance with global values and identification with online communities can be critical in helping consumers understand green apparel. It examined the importance of offline and online social conformance in evaluating green apparel.

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Section: Discussionmentioning

confidence: 73%

Cosmopolitanism, self-identity, online communities and green apparel perception

Khare

Kautish

2020

MIP

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“…In the future, it will be very effective if the direct impact of each engagement action upon multiple behaviours is identified. We also explored the impact of follow and engagement actions on purchase intention, and did not divide the purchase intention into online and offline categories, and as social media drive both online and offline sales (Cao et al , 2014), both can be researched in more detail. In addition, future research can measure the moderator effect of trust, gender, age and income on social media connectedness since there is a lack of research in this area.…”

Section: Discussionmentioning

confidence: 99%

Mediating impact of fan-page engagement on social media connectedness and followers purchase intention

Rahman

Moghavvemmi

Suberamanaian

et al. 2018

OIR

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Purpose-The purpose of this paper is to identify the mediating effect of fan-page followers' engagement activities and moderating role of followers' demographic profile and trust level on their purchase intention. Design/methodology/approach-This study utilised the customer engagement behaviour and consumer involvement theory as a foundation to explore the impact of variables. Structural equation modelling was utilised to test the model with the data collected from 307 Facebook fan pages' followers of five Malaysian companies. Findings-It was shown that following fan pages will influence fan page engagement, which in turn affects purchase intention and social media connectedness. Further analysis indicated that the impact of "follow" and "engagement" on purchase intention differs between genders, ages, level of trust and income. Research limitations/implications-The study serves as a basic fundamental guideline for academics and researchers to interpret the concept of following fan pages and engagement actions and its effects on purchase intention and social media connectivity, as well as opening a vast area of unexplored researches on the subject of social media. Practical implications-The research provides information for business-to-consumer companies in utilising fan page based on user categories. Originality/value-This study proposes the application of an empirically tested framework to the fan-page follow actions. The authors argue that this framework can provide a useful foundation for future social commerce research. The results would help academics be aware of fan page and its user's engagement actions, which will provide a new avenue of research.

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“…When consumers become users of SM, they experience the feeling of being able to know more about products and services, as well as their availability, price, location, and desired attributes [ 15 , 18 ]. This means that they can expand their social environment, and it is usually expected that when this happens, it has an impact on the consumers’ decision process [ 19 ].…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Promoting Sustainable Lifestyle Habits: “Real Food” and Social Media in Spain

Díaz

2022

Foods

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Obesity and state of being overweight are beginning to be treated as global epidemics. In this context, health professionals are increasingly acting as expert opinion leaders that use social media to connect with the public, in order to promote healthy lifestyles and provide specific recommendations for different product categories, including fresh, processed, and ultra-processed meat products. This study investigates how exposure to content created by health professionals, and posted on social media, influences consumers’ attitudes. For this purpose, the collaboration of one relevant nutritionist influencer in Spain has been obtained. The online survey created has provided 4.584 responses, received from followers (from May to June 2019). After applying a partial least squares path modeling approach, the results suggest that trust in the content shared, the perceived credibility of the professional sharing the information and the informative value, determine the strength with which consumers acquire more knowledge about endorsed products, develop a favorable predisposition towards them, prefer them over their options, and modify their behaviour by purchasing them, instead of their usual foods. The link is stronger, in the case of trust and influencer’s credibility, than for informative value. However, the latter has an indirect effect on the attitude phases through the former.

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How Social Media Influence Apparel Purchasing Behavior

Cited by 25 publications

References 5 publications

Cosmopolitanism, self-identity, online communities and green apparel perception

Cosmopolitanism, self-identity, online communities and green apparel perception

Mediating impact of fan-page engagement on social media connectedness and followers purchase intention

Promoting Sustainable Lifestyle Habits: “Real Food” and Social Media in Spain

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