Abstract
The internet and online space have created numerous platforms for users to communicate and interact, where each platform provides access to different sources of information. The purpose of the study was to investigate the online ideal self and its influence on brand attitude and attachment towards consumer purchase intention. A unique conceptual model was developed to test the proposed hypotheses of the study. Social media is one of the leading communication platforms that have emerged in the online space. Social media allows consumers and brands to interact in an informal manner from anywhere in the world. The study adopted a quantitative approach utilizing the survey method. Data was collected from 300 consumers. The data was then processed in SPSS 24 for descriptive statistics and AMOS 24 for hypotheses testing. A key finding suggests that social media consumers’ attachment is considerably dependent on their attitudes towards those brands. Brands can use social media to receive real-time feedback from customers as well as track this feedback. Implications emerged from the findings and further research direction is proposed.
Highlights
The advancement of digital marketing platforms and user dynamics have significantly impacted how consumer–brand engagement is created, enriched and maintained (Barreto & Ramalho, 2019; Peltier, Dahl & VanderShee, 2020)
The present research under investigation expands from these study by addressing the identified gap but examining how the promotion and advertisement of brands online influences consumer purchase intention of those brand
The online space is a new method for consumers to explore content and for marketers to connect with customers
Summary
The advancement of digital marketing platforms and user dynamics have significantly impacted how consumer–brand engagement is created, enriched and maintained (Barreto & Ramalho, 2019; Peltier, Dahl & VanderShee, 2020). The purpose of this research was to investigate online ideal self and its influence on brand attitude and attachment towards consumer purchase intention. The present research under investigation expands from these study by addressing the identified gap but examining how the promotion and advertisement of brands online influences consumer purchase intention of those brand. This was a clear research gap identified. The internet and online space have changed how consumers interact and engage with brands (Strauss, Frost & Ansary, 2009). As consumers are regularly engaging in social media sites such as Facebook, Twitter, Instagram
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