Abstract
PurposeSocial media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects of social media marketing activities on consumer online impulse buying intentions via brand resonance and emotional responses by incorporating the direct and moderating effects of social network proneness toward fashion retail brands.Design/methodology/approachBy using snowball sampling, this study recruited 441 netizens (who were using fashion retail brands) and obtained their responses through an online survey. Structural equation modeling was applied to 394 responses for analysis.FindingsThe findings discovered that social media marketing activities significantly influenced brand resonance, consumer emotional responses and online impulse buying intentions. Likewise, brand resonance and emotional responses were positively associated with online impulse buying intentions and acted as decisive mediators. Social network proneness’s direct and moderating effects significantly increased consumer online impulse-buying intentions toward fashion retail brands.Practical implicationsThis study provides recommendations to retail managers for creating and executing brand positioning, segmenting and targeting strategies to enhance consumers’ intentions for engaging in online impulsive purchases for fashion brands.Originality/valueThis original research contributes to the branding literature and stimulus–organism–response theory by focusing on social media marketing activities, brand resonance, emotional responses, social network proneness and consumer online impulse buying intentions toward fashion retail brands.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.