Facebook marketing for fashion apparel brands: Effect of other consumers’ postings and type of brand comment on brand trust and purchase intention

Yeo Jin Jung and Jiyoung Kim

Journal of Global Fashion Marketing, 2016, vol. 7, issue 3, 196-210

Abstract: The purpose of this research is to examine the effect of a brand’s comments in attenuating (enhancing) the negative (positive) influence on brand trust and purchase intention of other consumers’ postings on social media. To develop more precise results for this study, a 3 (brand comment: automated comment, personalized comment and no comment) × 3 (other consumers’ postings: positive, negative and mixed) experimental research design was employed. With total usable data of 530, MANOVA analysis examined the hypothesized relationships. Findings from the main test revealed brand comments have no effect on brand trust or purchase intention, while other consumers’ postings have a significant effect on consumers’ brand trust but not on purchase intention.

Date: 2016
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DOI: 10.1080/20932685.2016.1162665

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