Loading…
Examining the effectiveness of fashion marketing on social media: An experiment on influencer’s reputation, post type, and online eWOM valence
This paper investigates the three key determinants of digital marketing and consumer behaviour associated with fashion marketing on social media. The aim of the research is to explore the aspects of Instagram via the R.E.A.N. framework and the purchase intention in fashion consumption. The conceptua...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Default Conference proceeding |
| Published: |
2019
|
| Subjects: | |
| Online Access: | https://hdl.handle.net/2134/38068 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1818167990308306944 |
|---|---|
| author | Jie Meng Yik Shun Ma |
| author_facet | Jie Meng Yik Shun Ma |
| author_sort | Jie Meng (6395759) |
| collection | Figshare |
| description | This paper investigates the three key determinants of digital marketing and consumer behaviour associated with fashion marketing on social media. The aim of the research is to explore the aspects of Instagram via the R.E.A.N. framework and the purchase intention in fashion consumption. The conceptual model & hypothesis were tested using structural equation modelling. A non-probability sampling with 280 millennials Instagram’s users participated. The empirical results indicate that the account reputation was found to be a significant predictor of REAN engagement. It also concluded that all engagement levels on REAN model have significant relationships toward customer buying intention among eight cases. This study proposes a new conceptual model which can be defined as a stepping stone or future research in the field of fashion. The model is validated in other social networking sites and industries. The findings provide valuable information that can be used in a social media marketing strategy in the contemporary business world. |
| format | Default Conference proceeding |
| id | rr-article-9465584 |
| institution | Loughborough University |
| publishDate | 2019 |
| record_format | Figshare |
| spelling | rr-article-94655842019-01-01T00:00:00Z Examining the effectiveness of fashion marketing on social media: An experiment on influencer’s reputation, post type, and online eWOM valence Jie Meng (6395759) Yik Shun Ma (7186304) REAN model Account reputation Producer-generated content User-generated content eWOM This paper investigates the three key determinants of digital marketing and consumer behaviour associated with fashion marketing on social media. The aim of the research is to explore the aspects of Instagram via the R.E.A.N. framework and the purchase intention in fashion consumption. The conceptual model & hypothesis were tested using structural equation modelling. A non-probability sampling with 280 millennials Instagram’s users participated. The empirical results indicate that the account reputation was found to be a significant predictor of REAN engagement. It also concluded that all engagement levels on REAN model have significant relationships toward customer buying intention among eight cases. This study proposes a new conceptual model which can be defined as a stepping stone or future research in the field of fashion. The model is validated in other social networking sites and industries. The findings provide valuable information that can be used in a social media marketing strategy in the contemporary business world. 2019-01-01T00:00:00Z Text Conference contribution 2134/38068 https://figshare.com/articles/conference_contribution/Examining_the_effectiveness_of_fashion_marketing_on_social_media_An_experiment_on_influencer_s_reputation_post_type_and_online_eWOM_valence/9465584 CC BY-NC-ND 4.0 |
| spellingShingle | REAN model Account reputation Producer-generated content User-generated content eWOM Jie Meng Yik Shun Ma Examining the effectiveness of fashion marketing on social media: An experiment on influencer’s reputation, post type, and online eWOM valence |
| title | Examining the effectiveness of fashion marketing on social media: An experiment on influencer’s reputation, post type, and online eWOM valence |
| title_full | Examining the effectiveness of fashion marketing on social media: An experiment on influencer’s reputation, post type, and online eWOM valence |
| title_fullStr | Examining the effectiveness of fashion marketing on social media: An experiment on influencer’s reputation, post type, and online eWOM valence |
| title_full_unstemmed | Examining the effectiveness of fashion marketing on social media: An experiment on influencer’s reputation, post type, and online eWOM valence |
| title_short | Examining the effectiveness of fashion marketing on social media: An experiment on influencer’s reputation, post type, and online eWOM valence |
| title_sort | examining the effectiveness of fashion marketing on social media: an experiment on influencer’s reputation, post type, and online ewom valence |
| topic | REAN model Account reputation Producer-generated content User-generated content eWOM |
| url | https://hdl.handle.net/2134/38068 |