Exploring the Impacts of Fashion Blog Type and Message Type on Female Consumer Response Towards the Brand (open access)

Exploring the Impacts of Fashion Blog Type and Message Type on Female Consumer Response Towards the Brand

The current study examines the influences of blog type and blog message type on consumers’ perceptions of brand credibility and brand similarity. Additionally, the study seeks to understand the interaction effects of blog type and message type on brand credibility and brand similarity and on consumer engagement with a blog. The findings reveal that message type, specifically product message, is an important consideration when marketers want to illustrate similarities between the brand and consumers. Additionally, it was found that product messages should be considered when encouraging consumer engagement with a blog. However, blog type did not have an effect on consumer perceptions of brand credibility and similarity or consumer engagement.
Date: December 2013
Creator: Melton, Rebecca
System: The UNT Digital Library
Facebook Marketing for Fashion Apparel Brands: Effect of Other Consumer Postings and Type of Brand Comment on Brand Trust and Purchase Intention (open access)

Facebook Marketing for Fashion Apparel Brands: Effect of Other Consumer Postings and Type of Brand Comment on Brand Trust and Purchase Intention

Social networking sites are a major networking tool for consumer interactions as they provide a platform for communication, socialization, and learning activity. Subsequently, social media has become an important marketing tool for advertising companies’ messages. As a result, fashion brands such as H&M and Victoria’s Secret started to show more brand ads on Facebook. Facebook is one of the most powerful social networking sties due to its ability to reach to broad consumer groups through a brand page. However, research regarding this topic is limited as the social networking sites is relatively a new phenomenon. Therefore, the purpose of this research is to examine the effect of the brand’s comments in attenuating (enhancing) negative (positive) influence of other consumer’s postings on brand trust and purchase intention of other consumer’s postings on social media. Findings from this study revealed that there is no moderating effect of brand comments of the relationship between other consumer’s postings and brand trust, while positive other consumer’s postings has a significant effect on consumers’ brand trust. Also, there were no significant differences among other consumer’s postings, brand comments and purchase intention relationships. These findings add to the previous literature explains that brand should interact with consumers …
Date: December 2013
Creator: Jung, Yeo Jin
System: The UNT Digital Library
Examining E-loyalty Model in Social Shopping Websites: the Impact of Social Shopping Website Quality on E-loyalty Formation (open access)

Examining E-loyalty Model in Social Shopping Websites: the Impact of Social Shopping Website Quality on E-loyalty Formation

The purpose of this study is to examine the formation of customer e-loyalty to a social shopping website. The formation of customer e-loyalty to a social shopping website is examined based on cognitive-affective-conative-action loyalty framework. This study proposes that customer e-loyalty is strongly associated with website quality, e-satisfaction and participation. Seven website attributes (i.e., visual aesthetics, navigation, efficiency, user friendliness, security/privacy, entertainment and community driveness) identified in previous research are employed to measure website quality that affects e-loyalty formation. There are 449 data collected from a southwestern university in the U.S., but only the responses from 333 Pinterest users are used to test the hypotheses. Exploratory factor analysis is used to identify dimensionality of social shopping website attributes, and multiple regression and linear regression analysis are conducted to test hypotheses in this study. Results of the study indicate that five significant factors including efficiency, user friendliness, security/privacy, entertainment and community driveness are directly associated with customer e-loyalty. Indeed, such website quality factors as the determinant of cognitive e-loyalty directly affect overall customer satisfaction (affective e-loyalty), customer purchase/return intention to the website (conative e-loyalty), and customer participation, positive eWOM and co-shopping (action e-loyalty). The findings of this study have provided evidence …
Date: December 2013
Creator: Li, Xiaoshu
System: The UNT Digital Library
Facebook Brand Page: an Exploratory Study of Facebook Brand Page Attributes and Their Influence on Purchase Intentions (open access)

Facebook Brand Page: an Exploratory Study of Facebook Brand Page Attributes and Their Influence on Purchase Intentions

This study explored attributes of a Facebook brand page (FBP). Seven variables were derived from the framework and applied to FBPs. The goals of this research were to discover which attributes contribute to a successful FBP, determine which attributes increase purchase intentions, and help marketers determine where to focus their efforts. A total of 421 surveys were gathered from men and women ages 18 and older. The methods of this research included factor analysis and multiple regression analysis. Results yielded two loading factors for the trustworthiness variable and supported hypotheses of trustworthiness increasing purchase intentions. It was also discovered that participation positively influences purchase intentions. It is advised that information content be monitored to avoid information overload.
Date: December 2013
Creator: Karam, Marian T.
System: The UNT Digital Library