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

Authors: Mohammad Hamdi Al Khasawneh; Shafig Al-Haddad; Rahaf Mbaideen; Raghad Ghazi; Tala Irshaid; Husam Alnaimi

Addresses: Department of E-Marketing and Social Media, Princess Sumaya University for Technology (PSUT), Khalil Al Saket St 112, 11941, Amman, Jordan ' Department of E-Marketing and Social Media, Princess Sumaya University for Technology (PSUT), Khalil Al Saket St 112, 11941, Amman, Jordan ' Department of E-Marketing and Social Media, Princess Sumaya University for Technology (PSUT), Khalil Al Saket St 112, 11941, Amman, Jordan ' Department of E-Marketing and Social Media, Princess Sumaya University for Technology (PSUT), Khalil Al Saket St 112, 11941, Amman, Jordan ' Department of E-Marketing and Social Media, Princess Sumaya University for Technology (PSUT), Khalil Al Saket St 112, 11941, Amman, Jordan ' College of Commerce and Business, Lusail University, Doha, Qatar

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.

DOI: 10.1504/IJBEX.2024.135933

International Journal of Business Excellence, 2024 Vol.32 No.1, pp.25 - 49

Received: 03 Aug 2020
Accepted: 13 Dec 2020
Published online: 10 Jan 2024 *

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