Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

Zobi Khan, Yongzhong Yang, Mohsin Shafi and Ruo Yang
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Zobi Khan: Business School, Sichuan University, Chengdu 610065, China
Yongzhong Yang: Business School, Sichuan University, Chengdu 610065, China
Mohsin Shafi: Center for Trans-Himalaya Studies, Leshan Normal University, Leshan 614000, China
Ruo Yang: Business School, Sichuan University, Chengdu 610065, China

Sustainability, 2019, vol. 11, issue 19, 1-19

Abstract: This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.

Keywords: sustainable apparel brands; social media marketing activities; brand equity; customer response; price premium; customer loyalty (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

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