Investigating the impact of social media marketing on research online and purchase offline for fashion luxury brands

Mohammad Hamdi Al Khasawneh, Shafig Al-Haddad, Rahaf Mbaideen, Raghad Ghazi, Tala Irshaid and Husam Alnaimi

International Journal of Business Excellence, 2024, vol. 32, issue 1, 25-49

Abstract: This research aims to examine different factors that affect research online and purchase offline (ROPO) to provide fashion luxury brands managers with knowledge of social media activities and their impact on consumers' purchase intention. A quantitative method was used by conducting an online survey using Google-Forms and distributing it to 384 participants through social media platforms to collect data, in order to answer the research questions and to test the hypotheses. Moving to data analysis, researchers used AMOS software to test the hypotheses and the reliability of the model. The findings of this study indicate that the functional value of the fashion luxury brands plays a dominant role in influencing consumers to search for the brand and visit their physical store (click-and-mortar). The effect is further enhanced when consumers are familiar with the brand, which reference to brand consciousness, followed by materialism and symbolic values related to the brand, which are the financial value, and social value. Afterwards, eWOM and SMMA both have the least influence.

Keywords: social media marketing; eWOM; ROPO; fashion; luxury brands. (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=135933 (text/html)
Access to full text is restricted to subscribers.

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:ids:ijbexc:v:32:y:2024:i:1:p:25-49

Access Statistics for this article

More articles in International Journal of Business Excellence from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().