Investigating the impact of social media marketing on research online and purchase offline for fashion luxury brands
by Mohammad Hamdi Al Khasawneh; Shafig Al-Haddad; Rahaf Mbaideen; Raghad Ghazi; Tala Irshaid; Husam Alnaimi
International Journal of Business Excellence (IJBEX), Vol. 32, No. 1, 2024

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.

Online publication date: Wed, 10-Jan-2024

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Excellence (IJBEX):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com