Using the AIDA model to predict consumer behaviour: the moderating effect of brand evangelism

William Kwesi Senayah (), Cynthia Gadegbeku () and Brigette Prah ()
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William Kwesi Senayah: Accra Technical University
Cynthia Gadegbeku: University of Ghana
Brigette Prah: University of Ghana

SN Business & Economics, 2025, vol. 5, issue 11, 1-23

Abstract: Abstract Although the influence of the AIDA model in marketing literature is widely acknowledged, a significant criticism is its lack of post-action guidance and limited ability to predict actual behaviour. The study examined the post-action predictability in relation to consumer behaviour and brand evangelism in the clothing sector. Grounded in the AIDA model, this study employed a convenient data collection approach involving 456 young clothing consumers. Multiple regression analysis was chosen to assess the study’s hypotheses. The study’s results unveiled the significant predictive role of the four components of the AIDA model—Awareness, Interest, Desire, and Action—in shaping the preferences of young clothing consumers. Furthermore, the study identified a noteworthy moderating impact of brand evangelism on the connection between young consumers’ actions and consumer behaviour. Following the limitations of the AIDA model reported in the literature, this study demonstrates the predictive efficacy of the AIDA model in relation to post-action consumer behaviour and brand evangelism.

Keywords: AIDA model; Consumer taste; Consumer behaviour; Brand evangelism; Fashion consumption (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s43546-025-00938-0

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