Influence Mechanism of Content Marketing for Fashion Brand Culture on Consumers’ Purchase Intention Based on Information Adoption Theory

Lihong Chen, Han Gao, Hafeezullah Memon, Chunhong Liu, Xinfeng Yan and Ling Li

SAGE Open, 2024, vol. 14, issue 2, 21582440241253991

Abstract: This research aims to explore the influencing mechanism of fashion brand cultural content marketing on consumers’ willingness to buy. The concept of content marketing for fashion brand culture was analyzed from the four dimensions of functional content, entertainment content, emotional content, and interactive content according to content marketing theory, and the influencing mechanism was studied based on the information adoption theory. Furthermore, it is verified for the mediating role of information content quality perception, information utility quality perception, information expression quality perception, information carrier quality perception, information adoption, and the moderating role of information involvement and brand trust. The structural equation model was developed and empirically tested the hypothesis. The results show that fashion brand culture content marketing can promote consumers’ willingness to buy. Consumers generate purchase intention by perceiving information content quality, information utility quality, information expression quality, information carrier quality, and information adoption. It was found that consumers with high involvement degrees are more likely to perceive information. Moreover, consumers with high brand trust will promote the effect of information adoption on consumers’ purchase intention. This research provides new ideas and references for the content marketing of fashion brand culture. It provides quantitative scientific data for fashion enterprises to grasp the direction of fashion brand culture content marketing and implement brand culture shaping and communication strategies.

Keywords: fashion brand culture; content marketing; information quality perception; consumer purchase intention; information involvement (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/21582440241253991 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:14:y:2024:i:2:p:21582440241253991

DOI: 10.1177/21582440241253991

Access Statistics for this article

More articles in SAGE Open
Bibliographic data for series maintained by SAGE Publications ().