University of Twente Student Theses
The effect of social media marketing activities on consumer-based brand equity and consumer response in the fast fashion industry
Picus, C. (2022) The effect of social media marketing activities on consumer-based brand equity and consumer response in the fast fashion industry.
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| Abstract: | As customer-brand relationship is becoming more and more important, consumers might prefer to choose a familiar brand instead of a new one. The customer’s perception of a clothing brand can be influenced by the marketing activities implemented on the social media platforms by the fashion company. This research aims to discover how consumers respond to social media marketing activities of fast fashion apparel brands. In this study, the consumer-based brand equity’s mediating role in the relationship between social media marketing activities and consumer response is analyzed. For this empirical research, a questionnaire was created to collect data and a total of 170 valid responses were used for data analysis. A quantitative approach was pursued and data was analyzed by conducting exploratory factor analysis and structural equation modeling. The results illustrate a strong and direct influence of social media marketing activities on consumer-based brand equity. Moreover, the latter has a direct effect on brand preference, purchase intention and willingness to pay a premium price. In contrast, social media marketing activities do not have a direct influence on these three variables and hence, there is no mediation effect of consumer-based brand equity. It is also observed that entertainment, interaction and customization are the most reliable social media marketing activities for fast fashion brands, while brand loyalty, perceived brand quality, brand awareness and brand image can be used to measure consumer-based brand equity. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/92820 |
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