scholarly journals Does Social Media Moderates Factors that Influence Perceived Value and Personal Value on Purchase Intention of Modest Apparel?

Webology ◽  
2021 ◽  
Vol 18 (Special Issue 04) ◽  
pp. 57-73
Author(s):  
Aida Shaari
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Perceived Value ◽  
Muslim Women ◽  
Population Data ◽  
Target Market ◽  
Fashion Industry ◽  
Personal Value ◽  
Increasing Demand ◽  
Strict Requirement

Muslim women are huge target market that fashion industry just cannot afford to ignore. As fashion evolves, the industry had witnessed an evolution in the way of how Muslim women dressed. Donning modern apparel but at the same time still adhering to the strict requirement of covering ones ‘aurat’ had created modest apparel segment that could not to be ignored by fashion industry players due to the increasing demand from that growing niche market. The purpose of this study is to find out the factors that influence Muslim women to purchase modest apparel and whether social media has any influence towards their purchase decision. Fashion Innovativeness and Opinion Leadership are elements that represent the consumer Perceived Value while Fashion Consciousness and Fashion Motivation are elements representing the consumer’s Personal Value are the factors that this study is looking at. The finding from this study will benefit marketers and industry players to understand more about this newly emerging segment and how to attract them. This study was carried out via convenience sampling of Muslim women in Kuala Lumpur, Malaysia as Malaysia has more than 60 percent Muslim population. Data was analyzed using SPSS version 22 and Smart PLS 3. Fashion innovativeness was found not to have significant effect towards modest apparel purchase intention and social media does not moderate these factors to influence Malaysian Muslim women purchase attention at the moment.

scholarly journals How Social Media users’ Drive Influences Purchase Intention in Indian Fashion Industry

2020 ◽  
Vol 8 (6) ◽  
pp. 5153-5160
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Research Study ◽  
Popular Media ◽  
Social Media Marketing ◽  
Special Focus ◽  
Fashion Industry ◽  
Online Purchase ◽  
Convenience Sampling ◽  
Online Buying

Social media is very popular media in glob for communication as well as transaction for millions of people. As social media is widely and effectively use for commercial, marketers have also emphasized on utilization of social media like YouTube, Facebook, Instagram, Blogs for promoting their products as well as services. However, instead of having wide utilization of social media for promotion, Indian marketers don’t have concrete idea on users’ attitudes towards SMM (social media marketing) and influence of social media advertisement. Moreover, few researches have been carried out in this regards. There is a gap of understanding on social media user’s drive that affect their attitudes and intension of purchase of products in the sense of SMM and social media advertisement with special focus. The reason behind carrying out this research is to focus on influence of social media users’ drive on the intentions of online purchase in the context of SMM in the fashion business of India. In addition, it examines affection of social media advertisement on online buying intension. Data was congregated from 414 respondents through convenience sampling from the major cities of Gujarat and defined premises were measured with multiple regression method. The outcomes revealed that functional drive, entertainment drive and social media use have significant influence on social media user’s attitudes towards social media marketing. Further, results also revealed that there is influence of attitude towards SMM and social media advertisement on intension of online purchase by social media users. The results of the research study would be used by Industry in taking decisions regarding social media strategies. Markers in Industry would know attitude of users towards social media better and perform well as far as social media marketing is concern. Finally, theoretical and functional suggestions are also mentioned. The research study ends up with some shortcomings and direction for further study in discussed area.

You are what you wear: examining the multidimensionality of religiosity and its influence on attitudes and intention to buy Muslim fashion clothing

2020 ◽  
Vol 24 (1) ◽  
pp. 121-136
Author(s):  
Daniel Tumpal H. Aruan ◽  
Iin Wirdania
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Muslim Women ◽  
Equation Model ◽  
Target Market ◽  
Muslim Country ◽  
Research Subjects ◽  
Content Type ◽  
Five Dimensions ◽  
Managerial Implications

PurposeMuslim fashion clothing has become an attractive market both for marketers and fashion designers. When it comes to faith, religiosity factor becomes important; thus, it should be incorporated as a predictor for consumers' attitude and purchase intention. The purpose of this research is to examine the extent to which religiosity influences consumers' decision making when buying Muslim clothes. This research also examines whether religiosity could be observed from the type of clothes consumers wear.Design/methodology/approachThe research was conducted in Indonesia as it was the most populous Muslim country in the world. Research subjects were Muslim women who wear Muslim clothes, both sharia and non-sharia.FindingsA total of 379 Muslim women respondents participated in the survey. Using the structural equation model, the analysis finds that religiosity has a significant effect on consumers' buying decision, but the mediating influence of affective attitude and self-presentation is only found partially for specific types of clothes. The managerial implications of these findings are discussed in this paper.Practical implicationsFindings of this research would benefit Muslim clothes marketers and designers to correctly approach their target markets. Marketers can infer the religiosity level of consumers from the clothes they wear so that marketers need to provide communication programs with religious messages that could arouse consumers' affective attitudes that ultimately lead to buying decision. Marketers can focus more on handling their target customers based on the type of clothing segment: sharia and non-sharia.Originality/valueThis study discovered that, with respect to Muslim clothes, the five dimensions of religiosity promoted by Faulkner and De Jong (1966) can be reduced to two factors, namely faith and deeds. In addition, this study revealed that religiosity is strongly correlated with the type of clothing consumers wear so that marketers can implement strategies that are suitable for their target market.

The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Massoud Moslehpour ◽  
Alaleh Dadvari ◽  
Wahyudi Nugroho ◽  
Ben-Roy Do
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Perceived Value ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Content Type ◽  
Research Findings ◽  
The Relationship

PurposeThe present paper aims to explore the antecedents and consequences of social media marketing (SMM) subsets on consumers’ purchase intentions of Indonesian airline products and services. We propose a research framework to empirically test the influence and interaction of factors, including entertainment (ENT), and interaction (INT) through the effect of trust (TR), and perceived value (PV) as mediators on purchase intention (PI).Design/methodology/approachThe study employs an online survey to collect data. We collect 301 qualified questionnaires and employ structural equation modeling (SEM) to test the proposed model. The research findings enrich our understanding of the mediating role of TR and PV. Trust and perceived value significantly mediate the relationship between SMM factors and PI during initial stages of decision-making toward purchasing airline products and services.FindingsResearch findings provide support for most hypotheses regarding the significant influence of the variables proposed in the model. Furthermore, trust mediates the relationship between two of the SMM factors (INT and ENT) and purchase intention. Notably, perceived value mediates the link between entertainment and purchase intention.Originality/valueThis study successfully offers a model to examine the influence of social media marketing on Indonesian consumers’ purchasing intentions of airline products and services. Social media marketing components progressively impact the fundamentals of purchase intention, creating a new marketing communication style. These changes generate new opportunities and challenges for companies. This study provides a better understanding of how social media factors influence Indonesian consumers’ initial decision to purchase airline products and services.

scholarly journals PENGARUH SOURCE OF FASHION KNOWLEDGE DAN FASHION CONSCIOUSNESS TERHADAP HIJAB FASHION PURCHASE INTENTION PADA MAHASISWI MUSLIM DI SURABAYA

2021 ◽  
Vol 8 (4) ◽  
pp. 451
Author(s):  
Qoidah Weka Aristawati ◽  
Ari Prasetyo
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Current Trend ◽  
Muslim Women ◽  
Female Students ◽  
Sources Of Information ◽  
Muslim Students ◽  
Fashion Products ◽  
Self Image ◽  
Fashion Consciousness

ABSTRAKWanita muslim saat ini lebih sadar akan citra diri dan identitas sosial mereka, dan kesadaran ini mempengaruhi konsumsi mereka termasuk hijab fashion. Dalam niat pembelian produk hijab fashion,sumber informasi tentang fashion hijab dan kesadaran seorang muslim menjadi faktor penting. Mahasiswi muslimah mencari informasi tentang fashion hijab yang sedang trend saat ini dari relasi, media sosial maupun media cetak. Penelitian ini bertujuan untuk menganalisis source of fashion knowledge dan fashion consciousness terhadap hijab fashion purchase intention mahasiswi muslim di Surabaya. Penelitian ini melibatkan 140 mahasiswi yang mengenakan hijab di 16 perguruan tinggi di Surabaya. Hasil penelitian ini menunjukkan bahwa source of fashion knowledge dan fashion consciousness berpengaruh signifikan terhadap hijab purchase intention. Kata Kunci: Hijab, Fashion, Fashion Consciousness, Hijab Purchase Intention, Source of fashion knowledge, mahasiswa muslimah surabaya. ABSTRACTToday's Muslim women are more aware of their self-image and social identity, and this awareness affects their consumption including hijab fashion. In the intention of purchasing hijab fashion products, sources of information about hijab fashion and the awareness of a Muslim are important factors. Muslim female students seek information about the current trend of hijab fashion from relationships, social media and print media. This study aims to analyze the source of fashion knowledge and fashion consciousness on the hijab fashion purchase intention of Muslim students in Surabaya. This study involved 140 female students who wore the hijab at 16 universities in Surabaya. The results of this study indicate that the source of fashion knowledge and fashion consciousness has a significant effect on hijab purchase intention.Keywords: Hijab, Fashion, Fashion Consciousness, Hijab Purchase Intention, Source of fashion knowledge, Muslimah Surabaya students.

scholarly journals The Implications of Social Media Marketing on Fashion Brand Purchase

2019 ◽  
Vol 8 (2S3) ◽  
pp. 1140-1144
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Fashion Industry ◽  
Network Marketing ◽  
Consumer Purchase Intention ◽  
The Impact

Social networking sites today are one of the “best opportunities” for a brand to connect with potential consumers. Social media is a medium for communication. Fashion industry has increasingly adopted customer engagement levels in Social networking sites to achieve superior firm performance. The buyer points out the differences between social networks and the launch of new social projects with speed. Social media marketing and the companies that use it have become more sophisticated. This study mainly aims to know the impact of social network marketing and consumer engagement on consumer purchase intention.

scholarly journals Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tat-Huei Cham ◽  
Boon Liat Cheng ◽  
Caryn Kar Yan Ng
Keyword(s):  
Social Media ◽  
Generation Y ◽  
Purchase Intention ◽  
Population Data ◽  
Clothing Industry ◽  
Social Media Marketing ◽  
Functional Study ◽  
Content Type ◽  
Self Confidence ◽  
The Impact

Purpose The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and Thailand are known to be promising markets for this industry in the South East Asia region. The purpose of this study is to investigate the influence of psychological and marketing factors on clothing interest among Generation Y consumers, as well as the interrelationships between self-confidence, product attitude and purchase intention. The impact of nationality was also examined as a moderator on the investigated relationships. Design/methodology/approach The data was collected among Generation Y consumers using a survey questionnaire, which had successfully gathered a total of 388 usable cases from the capital cities of Malaysia (Kuala Lumpur) and Thailand (Bangkok). These cities were selected for being the largest cities in its country which contain the highest number of shopping malls, offices and Generation Y population. Data analysis was then performed using both the SPSS and AMOS software. Findings Findings obtained acknowledged the importance of both psychological (i.e. fashion innovativeness, self-concept, fashion consciousness and need for uniqueness) and marketing (i.e. social media marketing and fashion advertisement) factors towards the clothing interest among Generation Y consumers. Consequently, clothing interest would influence their product attitude, self-confidence and purchase intention, with product attitude and self-confidence as the mediators between clothing interest and purchase intention. Multigroup analysis confirmed that there are differences between Generation Y consumers in both Malaysia and Thailand, where Thai consumers hold a stricter emphasis concerning the influence of social media marketing on clothing interest and self-confidence on purchase intention. Originality/value This study is one of the very few studies that explored the minimally investigated territory on the consequential importance of clothing interest within the clothing industry, specifically, through extending the literature on the influence of psychological and marketing factors towards the individuals’ clothing interest. Moreover, this study also successfully highlighted the mediation role of product attitude and self-confidence in the relationship between clothing interest and purchase intention.

An evaluation of social media advertising for Muslim millennial parents

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dessy Kurnia Sari ◽  
Suziana Suziana ◽  
Donard Games
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Perceived Value ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Content Type ◽  
Social Media Advertising ◽  
The Impact

Purpose This paper aims to investigate the effects of informativeness, entertainment and credibility of social media on the perceived value of advertising for Muslim millennial parents. It evaluates the impact of these variables on brand awareness and purchase intention. Design/methodology/approach This study uses a mixed-method analysis with two stages. In the first stage, information from social media was collected. The second stage involved an online survey of 210 Muslim millennial parents. Structural equation modeling-partial least squares was used to test the study’s prediction. Findings The results showed that informativeness, entertainment and credibility of the message significantly influence Muslim millennial parents’ perceived value of social media advertising. These aspects also have a significant effect on brand awareness and purchase intention. The parents appreciate entertainment most, followed by the informativeness and credibility of the message. Practical implications This study offers new insights on Muslim millennial parents as a new segment in the market. Social media advertising is the most appropriate strategy for approaching this segment, and therefore, should be given much attention by marketers. The message created needs to be informative, entertaining and credible. It should consider culture, Islamic values and tradition. Originality/value The study contributes to the evaluation of a new trend for Muslim millennials as young parents. The tendency to spend more time using social media as the primary source of information is evaluated. Additionally, this study gives marketers a better understanding of Muslim millennial parents, especially in a collective society.

scholarly journals Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market

2019 ◽  
Vol 11 (13) ◽  
pp. 3596 ◽  
Author(s):  
Yong Wang ◽  
Shamim Chowdhury Ahmed ◽  
Shejun Deng ◽  
Haizhong Wang
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Emerging Market ◽  
Social Media Marketing ◽  
Target Market ◽  
Fashion Industry ◽  
Brand Preference ◽  
Brand Attachment ◽  
Brand Association ◽  
Online Consumers

This research examines the overall performance achievement of social media marketing (SMM) in Bangladesh by determining whether social media is successful in creating brand consciousness (i.e., brand preference, brand attachment, brand association, and brand loyalty) toward online consumers, which in turn may lead to buying commitment. In total, 564 Bangladeshi consumers were surveyed to monitor their responsiveness toward social media-aided motivations. We selected the online buying environment in Bangladesh, which is an emerging market established less than one decade ago. We specifically choose the entire local fashion industry as our target market, excluding the websites of international fashion brands operated overseas. We used the holistic concept of the five aspects of SMM, namely, interaction, entertainment, customization, electronic word of mouth (eWOM), and trendiness. Moreover, we statistically calculated the performance of social media through the consequences of five measures, namely, brand loyalty, brand preference, brand attachment, brand association, and buying commitment. We used regular linear multiple regression, correlation, and descriptive statistics to obtain statistical results. The study found strong evidence that SMM efforts (SMMEs) of the local Bangladeshi fashion industry are successful in establishing consumer attachment and preference. However, they fail to secure committed buyers when the measurement scale is below 50%. In line with the results of previous studies on consumer loyalty, our results demonstrate that SMMEs fail to create committed buyers. Lack of loyalty and association drive consumers to become uncommitted buyers.

scholarly journals Fashion Sector and Instagram Influencers. The case of Albania

2021 ◽  
Vol 17 ◽  
pp. 1094-1105
Author(s):  
Kreshnik Bello ◽  
Hysen Muceku ◽  
Margarita Ndoka
Keyword(s):  
Social Media ◽  
Behavioral Intentions ◽  
Purchase Intention ◽  
Quantitative Approach ◽  
Opinion Leaders ◽  
Opinion Leadership ◽  
Fashion Industry ◽  
Online Questionnaire ◽  
The Impact

Nowadays we face an ever-growing number of people using social media, and Instagram is one of the most popular, where its users are exposed to the content generated by opinion leaders/influencers. The role of influencers has already been acknowledged by both academy and the companies, yet the literature in regard with this topic faces some limitations. At the same time, evidence shows that Instagram is the mostly used platform by influencers/opinion leaders in the fashion industry and influencers/opinion leaders are an important source of impact for their followers. The aim of this paper is to explore the role that influencers on Instagram play in the behavior of consumers. Its main objective is the identification of the impact that some antecedents (stimuli) have on the opinion leadership, as well as the impact that the latter has on the consequent (response) purchase intention of consumers, in the fashion sector in Albania. The research followed a quantitative approach, with a sample of 412 followers of a fashion focused Instagram account (of a non-traditional celebrity), that answered an online questionnaire. The results of the research suggest that opinion leadership impacts the consumer behavioral intentions. In regard with the practical and theoretical implications, this study contributed to a better understanding of the role of Instagram influencers in fashion sector, allowing the enrichment of literature and information in the Albanian environment. The research has also provided evidence that the use of influencers is a successful tool for marketers and companies in the fashion sector.

scholarly journals SOCIAL MEDIA MARKETING INFLUENCE ON BRAND EQUITY AND IMPACT ON INTENTION TO BUY IN FASHION MARKETING

2019 ◽  
Vol 21 (1(70)) ◽  
pp. 146-159
Author(s):  
Y. V. ROBUL ◽  
Y. L. HRINCHENKO ◽  
L.M. ZALUBINSKA
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Brand Equity ◽  
Purchase Intention ◽  
Positive Impact ◽  
Equity Capital ◽  
Social Media Marketing ◽  
Fashion Industry ◽  
Brand Capital ◽  
Media Channels

Topicality. Social media and web technologies allow customers to interact and communicate. Companies use social networks to promote their brand information. with the use of technologies Web 2.0 and later companies radically changed marketing processes and switched from interacting with groups of anonymous consumers to targeted interaction with specific consumers, for which it is possible to collect data about advantages, preferences, other purchases, interests and circles of communication. Big brands tend to connect with their customers through social media channels. Social networking sites such as Facebook, Twitter and MySpace, etc., have a significant impact on the lives of customers and their consumer and information experiences. Social media has a direct impact on how people communicate, exchange information, maintain their profiles, and establish relationships with others. Fashion industry is an important and growing element of modern consumer markets. As competition among fashion brands becomes more intense, offering many alternatives to customers, brand prosperity no longer seems to be guaranteed. The importance of managing clients as valuable assets of brands is no longer underlined. In this regard, it is of interest to explore the use of social media marketing tools (SMM) by fashion industry companies.Aim and tasks. The purpose of the article is to describe the peculiarities of using SMM tools industry companies to implement marketing policies by creating and developing brand capital and intent to purchase.Research results. The conceptual principles and purposes of using marketing of social networks for companies of the fashion industry are considered. On the basis of the analysis, it was established that, firstly, SMM activities of fashion brands include five elements; entertainment, interaction, tendency, adjustment and publicity (word of mouth). SMM branding, relies on and promotes values that are different from those of traditional marketing. Second, SMM's customer-perceived activity is important for all brand capital drivers. Since these measures for trendy brands are valid for all engines, they are quite effective. As an integrated marketing environment, SMM's activity effectively increases value capital by providing customers with a new value that is traditionally not available on ordinary media channels. The platforms of social media brands provide customers with the opportunity to establish sincere and friendly links with the brand and other users, so the brand's on-the-go social communications have had a positive impact on equity and equity of the brand.Conclusions. In comparing the influence of three customer equity drivers on purchase intention, value equity, and brand equity, this study found significant positive impacts. The findings of this study not only draw attention to the definition of brand equity capital but also point to opportunities and difficulties in determining future customer behavior. The conceptual foundations, mechanisms, tools and practice of applying SMM are the subject and prospects for further research in this direction.

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