Facebook marketing for fashion apparel brands: Effect of other consumer’s postings and type of brand comment on brand trust and purchase intention
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The purpose of this research is to examine the effect of the brand’s comments in attenuating (enhancing) negative (positive) influence of other consumer’s postings on brand trust and purchase intention of other consumer’s postings on social media. To develop more precise results for this study, a 3 (brand comment: automated comment, personalizes comment and no comment) X 3 (other consumer’s postings: positive, negative and mixed) experimental research design was employed. With a total usable data of 530, MANOVA analysis examined the hypothesized relationships. Findings from the main test revealed there is no effect of brand comments on brand trust or purchase intention, while other consumer’s postings have a significant effect on consumers’ brand trust but not on purchase intention.
Abstract
The purpose of this research is to examine the effect of the brand’s comments in attenuating (enhancing) negative (positive) influence of other consumer’s postings on brand trust and purchase intention of other consumer’s postings on social media. To develop more precise results for this study, a 3 (brand comment: automated comment, personalizes comment and no comment) X 3 (other consumer’s postings: positive, negative and mixed) experimental research design was employed. With a total usable data of 530, MANOVA analysis examined the hypothesized relationships. Findings from the main test revealed there is no effect of brand comments on brand trust or purchase intention, while other consumer’s postings have a significant effect on consumers’ brand trust but not on purchase intention.
참고문헌 (29)
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