Do Social Media Marketing Activities Help Create Masstige Brand Value of Fashion Brands Among Upper-middle-class Working Women

This study addresses the lack of understanding of the different elements (fashion products, fashion brands, social media platforms) and types of involvement (enduring and situational) that interplay in the development of involvement with fashion brands in social media communities. The research revises the concept of involvement in fashion social media brand communities from a multidimensional approach, with three different dimensions: fashion involvement, fashion brand involvement (enduring) and involvement with social media brand communities (situational). The revised conceptualisation of involvement is empirically tested using a sample (N = 451) of members of different luxury fashion and fast-fashion social media brand communities in Indonesia, a country with one of the largest social media audiences in the world. The results show that a multidimensional view provides a more adequate framework to study involvement in social media, even though further investigation is required to fully understand the concept of involvement in social media brand communities.

This study addresses the lack of understanding of the different elements (fashion products, fashion brands, social media platforms) and types of involvement (enduring and situational) that interplay in the development of involvement with fashion brands in social media communities. The research revises the concept of involvement in fashion social media brand communities from a multidimensional approach, with three different dimensions: fashion involvement, fashion brand involvement (enduring) and involvement with social media brand communities (situational). The revised conceptualisation of involvement is empirically tested using a sample (N = 451) of members of different luxury fashion and fast-fashion social media brand communities in Indonesia, a country with one of the largest social media audiences in the world. The results show that a multidimensional view provides a more adequate framework to study involvement in social media, even though further investigation is required to fully understand the concept of involvement in social media brand communities.

Luxury brands have always been fashion industry leaders, with admirable aesthetic value and innovative yet traditional business management. The brands constantly struggle to secure profits by providing novel value to customers through quality products and services, customer management, retail strategies, and innovative marketing mixes. However, the recent entry of numerous fashion brands in the luxury market coupled with decreased sales related to economic downturns have led to new challenges for luxury firms. Because the luxury fashion business is considered high value-added with guaranteed high profit margins and secure regular customers, the lower sectors have begun to heat up the competition. To survive the recent unforeseen challenges of heated competition, they have turned toward marketing communication using social media. Social media are the two-way communication platforms that allow users to interact with each other online to share information and opinions. Use of social media sites such...

As with the growth of social media marketing, conventional marketing tactics have increasingly been abandoned, and customer purchasing behaviours have transformed as well. Social media marketing techniques are founded on social media platforms where consumers actively seek information about a product or service and the opinions of other consumers before making a purchasing decision. The sharing of brands, product reviews, and user experiences is a component of e-WOM, or electronic word of mouth, in which information is transmitted and received via the Internet. Electronic word-of-mouth and social media marketing will have an effect on brand loyalty and, eventually, on consumers' purchase intentions. The purpose of this study is to examine the impact of social media marketing, brand loyalty, and electronic word-of-mouth on customers' purchase intentions, using the purchase of a mobile smart phone as an example. 200 questionnaires will be collected in Guangzhou at the conclusion of the study. Five alternative theories are advanced and examined. The findings indicate that social media marketing, brand loyalty, and electronic word of mouth all have a significant impact on customer behaviours that result in buy or repurchase intentions. These findings imply that social media marketing should place a premium on positive word of mouth, generating a favourable impression, and promoting consumer involvement in order to foster brand loyalty.

Purpose – The aim of this research is to examine the impact of Social Media marketing on consumers’ brand loyalty in fast-moving consumer goods (FMCG) markets. Design/methodology/approach – In this study, quantitative research techniques were used. Primary data of the study was collected through a self-administered Likert type online survey. 201 usable responses were collected from volunteer participants familiar with fast-moving consumer goods. The research model of study was analyzed with the help of confirmatory factor analysis (CFA) and structural equation model (SEM) techniques. Findings – The research has shown that two independent variables (Electronic Word of Mouth and Community Commitment) influence brand loyalty in fast-moving consumer goods markets. But no relationship has been found between the other two independent variables (Social Media Advertisement and Online Brand Community) and brand loyalty. Discussion – In order to sustain brand loyalty, brand owners are using various kinds of marketing techniques. In addition to these existing efforts, brand owners have started to give more importance to social media marketing. Social media marketing is a more effective and less expensive way of reaching customers. The relationship between social media marketing and brand loyalty has drawn attention of both academia and practitioners. To contribute to the existing literature, this study assessed the role of social media in building brand loyalty in Fast-Moving Consumer Good (FMCG) markets. This study assessed the influence of four different social media marketing factors (Online Brand Community, Community Commitment, Social Media Advertisement, and Electronic Word of Mouth) on brand loyalty.

Social media is becoming a source for patients to share and seek health information. Previous research show many patients seek health information on social media either for themselves or to get advice on whether a physician is required to treat certain disease. However, the information available on social media is not entirely accurate and can be dangerous if it has not received a referral from a physician. As such, we propose a visualization tool for profiling of physicians and health information in social media. This tool can be used to oversee and verify dissemination information in social media. Development of this tool requires an initial study of physicians' involvement in social media. The initial study was conducted using an online questionnaire distributed through social networks and personal emails to the staff of the Faculty of Medicine at universities in Malaysia. The results of this study showed that physicians mainly use social media to gain knowledge or information and to increase popularity but not to communicate and discuss with patients.

Social media are increasingly becoming a strategic vehicle of modern companies’ way of communicating and interacting with consumers. Actually, social media marketing (SMM) has recently emerged as an effective two-way communication channel able to provide the sharing and exchange of information, ideas, and user-generated content in virtual environments. This is especially true for fashion brands, which are progressively creating interactive platforms such as online brand communities in order to enhance their consumer-based brand equity (CBE), interpreted as the consumers’ assessment of a company brand image, identity, and value. Scholars have widely analyzed the relationship between a company’s SMM and brand equity, thus finding a direct positive impact of the five main constructs depicting perceived SMM activities, namely entertainment, interaction, trendiness, customization, and word of mouth, on CBE. Despite this relevant scholarly interest, the consumer behavioral responses linking a company perceived SMM activities and CBE have been largely neglected. Actually, consumers’ benefits from virtual environments and online brand experience may represent significant elements marketing strategists should focus on in order to enhance a company’s brand equity. Building on the uses and gratifications theory and experiential marketing, we develop a conceptual model that unpacks such linkages, by relating SMM activities, perceived benefits of using social media, online brand experience, and CBE. Specifically, we interpret SMM activities as significant brand-related stimuli able to influence consumers’ cognitive, social interactive, personal interactive, and hedonic benefits, which in turn influence consumers’ sensory, affective, behavioral, and intellectual online experience. Moreover, we investigate the experiential responses of consumers that mostly affect a company’s brand equity, which finally impacts on consumers’ purchase intention of the fashion brand. The model is validated using structural equation modeling (SEM) on a sample of real users of online brand communities operating in the fashion industry. Our sample is composed of Millennials, which currently represent the most influential grown-digital generation of consumers. Overall, our findings shed light on consumers’ online behavioral and experiential responses to a company’s perceived SMM activities, thus proposing strategic implications for the management of brand online communities and suggesting interesting possibilities of future research on social media and fashion consumers.

Social media marketing is a powerful tool used across popular social media networks and businesses to achieve their branding and marketing goals. This study explored the role of social media on customer loyalty and brand loyalty. Data was collected from 107 students studying at various universities and high schools in the Iraqi Kurdistan Region. SPSS software was used to analyze the data and find out the effects of social media and electronic word of mouth on customer loyalty and brand loyalty. The study findings indicate that the social media market and electronic word of mouth have a positive significant effect on customer loyalty. For brand loyalty, the findings indicate that customer loyalty and social media marketing have positive significant effects, while electronic word of mouth has no effects on it.

Aim: To investigate the impact of social media on consumer information processing and decision making processes related to purchasing via social media platforms. To examine how consumers differ in decision making and how they perceive credibility of social media and mass media marketing. Methods: The study included a total of 161 adults (64 male and 97 female) whose participation was voluntary and anonymous. We used a questionnaire with 25 Likert scale questions in Croatian that addressed the decision making processes and the information processing theory. The questionnaire was accessible via Google Drive link. All submissions were complete. Results: Facebook (41.0%) and Instagram (42.9%) were the most popular social media platforms among Croatian consumers in our sample. They spent several hours per week exposed to various contents available on these platforms. Consumers’ response to that content was affected by numerous factors, from word of mouth in their social circle (34.2%) and other online information (34.7%) available to their personal level of motivation and interest in what was being offered. With respect to the general attitude towards social media marketing, consumers belonged to one of the two streams. One stream found it useful mostly for allowing communication between consumers and companies (28.6%) and the direct accessibility to other users’ experience (30.4%), a major factor in their attitude formation. In the other stream, the consumers were often irritated by the vast number of ads which appear on social media that do not match their interests or needs (52.1%). Overall, the time Croatian users in our sample spent on social media decreased with age. Conclusion: Regardless of their gender, Croatian consumers consider social media very accessible, yet sometimes unprofessional, whereas mass media appears to be less demanding and often imprecise in targeting consumer interests and needs.

Within the last decade, social media has become an integral part of many companies’ promotion strategies. Marketing research, however, has largely under-examined the antecedents of consumer social media involvement (SMI) as well as its effects on consumer behaviors such as word of mouth (WOM) activity. Utilizing Mowen’s (2000) 3 M theory of personality, we posit that the compound traits of opinion leadership and opinion seeking have effects on the situational trait of social media involvement (SMI), which effects the surface trait of WOM. Furthermore, in line with the 3 M theory, we posit that the elemental personality traits of neuroticism, openness to experience, extraversion, need for material resources, need for arousal, and agreeableness have directs effects on the compound traits of opinion leadership and opinion seeking. A conceptual model is proposed, and is empirically tested. The results show support for the model, and implications are discussed.

The Indian fashion industry is witnessing a significant transformation with the prominence of masstige brands. These brands cater to aspirational consumers who seek symbolic value and esthetic appeal without the financial burden of traditional luxury. Upper-middle-class working women in urban India form an influential demographic for such brands. They have a strong presence on digital platforms, are brand-conscious, and are eager to engage with fashion brands that reflect their aspirations, values, and lifestyle preferences. Despite the surge in masstige branding in India, limited studies focus on the influence of digital marketing efforts, particularly social media marketing activities, on the perception of masstige brand value and consumer-brand relationship quality and their impact on electronic word-of-mouth behavior in developing economies like India. The present study tries to fill this gap by proposing a conceptual model grounded in the established relationship marketing theory. A quantitative survey was conducted using a structured questionnaire distributed among upper-middle-class working women in India who actively follow and engage with masstige fashion brands on social media to test the model. Responses were collected and analyzed using SPSS version 22.0 and AMOS version 20.0. The analysis followed a two-step approach: first, a Confirmatory Factor Analysis was conducted to assess the reliability and validity of the constructs, and second, a Structural Equation Modeling technique was used to test the hypothesized relationships. The study’s results yield several significant insights on the firm and positive influence of social media marketing activities on perceived masstige brand value, significantly influencing relationship quality dimensions.

Social media marketing has developed rapidly in the world's contemporary highly competitive business environment in order to gain patient loyalty and competitive advantage by providing prompt services. For research scholars and practitioners, the marketing strategy that incorporates technological advancements has taken center stage. Effective communication and interaction between stakeholders are crucial to the success of a business, and social media platforms provide the venue for such communication and interaction. Thus, the benefits and risks of scientific communication on social media during COVID-19 are understood, and social media may be employed in such emergency scenarios. The purpose of this research is to empirically investigate the impact of social media marketing on brand loyalty with mediation role of customer experience in the Egyptian private hospitals. A questionnaire tool was employed to gather required data from a convienacne sample of 416 Customer of Egyptian private hospitals and structural equation modelling technique (SEM) was utilized for analysis using Spss 28 & AMOS26 software. The main conclusions drawn from this study are the direct effect between social media marketing and Brand Loyalty is statistically significant, the direct effect between Social Media Marketing and customer experience is statistically significant. The direct effect between customer experience and brand loyalty is statistically significant. Finally, the study found that there is partial mediation effect of the customer experience between the relationship of social media marketing and brand loyalty in the Egyptian private hospitals.

This deductive study aimed to examine the impact of social media brand community engagement and brand awareness on brand loyalty, with the mediating role of brand trust and the moderating role of word of mouth (WOM). In this quantitative cross-sectional study, data were collected at the primary level through a fully structured questionnaire distributed via an online survey link to social media users of fashion brands in China. The data were analyzed using SmartPLS and SPSS. The findings indicate that incorporating WOM effects enhances the influence of brand knowledge on brand trust in fashion brands. However, WOM is only effective when consumers’ awareness significantly shapes their confidence in a brand; otherwise, its value is limited. This study highlights that brand knowledge, trust, and WOM are interconnected factors, and neglecting any one of them can negatively affect the market reach of fashion businesses.

Now, the Korean consumer market enters into the stage of the advanced country type's mature consumption, totally different from the consumption of the past, and among these changes, the quality enhancement and bipolarity of the consumption show clearly the rising trends together with the popularization of the Masstige Brand due to the big expansion of the quantity. Unlike the old luxury brands, available only to the rich people in the past, the Masstige Brands are tagged with reasonable and affordable prices and provide the consumers with the good quality and convenient sensibilities as good as the old famous brands, which have become new high-class brands for the middle-income class. As the middle-come people get more income and are eager to live a better life, the Masstige Brands rise fast. Therefore, the study is aimed at examining the consumer-related factors affecting the purchase of the Masstige Brands on the basis of the fashion brands. In other words, the factors affecting the formation of the positive purchasing intentions of consumers will be verified by examining the influence of such factors, as the consumer value, brand charisma, attitude and loyalty, the variables affecting the purchasing intentions of the Masstige Brands, which are found out through the proceeding researches. As the result of the verification on the assumption, it is found out that the consumer value has a positive influence on the brand charisma. Also, it is found out that the consumer value has a positive influence on the brand attitude. And, it is discovered that the brand charisma has a positive influence on the brand loyalty. It is shown that the brand attitude has a positive influence on the brand loyalty. Lastly, it is indicated that the brand loyalty has a positive influence on the purchasing intention of consumers.

In spite of the remarkable importance of the Internet and social media to society at large and children in particular, the increasing concern about social media excesses remain issues of academic discourse. Premised on this, a study was undertaken with Nigerian mothers. The aim was to ascertain the rationale for mothers’ involvement in social media use with their children specifically on Facebook, X, and Instagram. Instrument of data collection was an online questionnaire adopted from Ryan, Chester and Xenos (2014) to obtain data from a purposively selected sample of 384 mothers, who served as respondents. Data was analysed using Statistical Package for Social Sciences (SPSS) version 21 application. Result indicates a significant relationship in social media use between mothers and children, and that mothers predominantly use WhatsApp platform for several purposes and intentions. Findings further indicate mothers’ preference of conversation pattern to conformity pattern of interaction with their children. The study concludes that social media serve as platform that sustains the bond between mothers and their children. It however, recommends moderate use of social media that is briskly supplanting physical mother-child interaction.