Artikel
The influence of social media on purchase intention: The
The paper examined the relationship between social media and purchase intention and the mediation role of brand equity within Ghana's fashion industry. The study was quantitative and employed the survey methodology to sample the views of 500 fashion customers. Statistical Package for Social Sciences (SPSS) and the structural equation modelling (SEM) technique were used using AMOS software version 22.0 to determine the hypothesized relationships of the study. The study findings revealed that surveillance, Information sharing and remuneration have significant and positive effects on brand equity. However, the relationship between social interaction and entertainment have negative and insignificant on brand equity. The positive significant relationships proposed to exist between brand equity and consumer purchase intention were all accepted. The findings can contribute to the scant empirical works that social media on brand equity and purchase intention in a single study. Recommendations were further made for management in the clothing industry, policy makers, and future researchers.
- Sprache
-
Englisch
- Erschienen in
-
Journal: Cogent Business & Management ; ISSN: 2331-1975 ; Volume: 8 ; Year: 2021 ; Issue: 1 ; Pages: 1-19 ; Abingdon: Taylor & Francis
- Klassifikation
-
Management
- Thema
-
Fashion
social media
uses and gratification
purchase intention
brand equity
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Majeed, Mohammed
Owusu-Ansah, Martin
Ashmond, Adu-Ansere
- Ereignis
-
Veröffentlichung
- (wer)
-
Taylor & Francis
- (wo)
-
Abingdon
- (wann)
-
2021
- DOI
-
doi:10.1080/23311975.2021.1944008
- Handle
- Letzte Aktualisierung
-
10.03.2025, 11:44 MEZ
Datenpartner
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Artikel
Beteiligte
- Majeed, Mohammed
- Owusu-Ansah, Martin
- Ashmond, Adu-Ansere
- Taylor & Francis
Entstanden
- 2021
Ähnliche Objekte (12)
Social media advertisements and their influence on consumer purchase intention
The role of trust and social presence in social commerce purchase intention
The impact of social capital and social interaction on customers' purchase intention, considering knowledge sharing in social commerce context
Memes everywhere: The effect of social media memes on consumers' attitude towards brands and their purchase intention
Influence of electronic word of mouth on purchase intention of fashion products in social networking websites
Factors affecting Malaysian university students’ purchase intention in social networking sites
Authentic corporate social responsibility: antecedents and effects on consumer purchase intention
The influence of product innovation messages on the intention to purchase incumbent products
Managing negative word-of-mouth on social media platforms : the effect of hotel management responses on observers’ purchase intention
The role of social brand engagement on brand equity and purchase intention for fashion brands
The influence of store environment on brand attitude, brand experience and purchase intention
Social Media Effect on Sustainable Products Purchase
Social media advertisements and their influence on consumer purchase intention
The role of trust and social presence in social commerce purchase intention
The impact of social capital and social interaction on customers' purchase intention, considering knowledge sharing in social commerce context
Memes everywhere: The effect of social media memes on consumers' attitude towards brands and their purchase intention
Influence of electronic word of mouth on purchase intention of fashion products in social networking websites
Factors affecting Malaysian university students’ purchase intention in social networking sites
Authentic corporate social responsibility: antecedents and effects on consumer purchase intention
The influence of product innovation messages on the intention to purchase incumbent products
Managing negative word-of-mouth on social media platforms : the effect of hotel management responses on observers’ purchase intention
The role of social brand engagement on brand equity and purchase intention for fashion brands
The influence of store environment on brand attitude, brand experience and purchase intention
Social Media Effect on Sustainable Products Purchase
Social media advertisements and their influence on consumer purchase intention
The role of trust and social presence in social commerce purchase intention
The impact of social capital and social interaction on customers' purchase intention, considering knowledge sharing in social commerce context
Memes everywhere: The effect of social media memes on consumers' attitude towards brands and their purchase intention
Influence of electronic word of mouth on purchase intention of fashion products in social networking websites
Factors affecting Malaysian university students’ purchase intention in social networking sites
Authentic corporate social responsibility: antecedents and effects on consumer purchase intention
The influence of product innovation messages on the intention to purchase incumbent products
Managing negative word-of-mouth on social media platforms : the effect of hotel management responses on observers’ purchase intention
The role of social brand engagement on brand equity and purchase intention for fashion brands
The influence of store environment on brand attitude, brand experience and purchase intention