Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis
Abstract
:1. Introduction
- Do FSMMAs on social media affect apparel brands’ equity?
- Do FSMMAs on social media affect apparel brands’ customers’ response?
- Does the apparel brand’s equity mediate the relationship between FSMMAs and customer response?
- Do SSMMAs moderate the relationship between FSMMAs and brand equity?
2. Literature Review
2.1. Theoretical Foundation
2.2. Social Media Marketing Activities (SMMAs)
2.3. SMMAs Impacts on Brand Equity (Brand Awareness, Brand Image)
2.4. Influence of FSMMAs and Brand Equity on Customer Response
2.4.1. Price Premium Willingness
2.4.2. Customer Loyalty
3. Research Design
3.1. Conceptual Model
3.2. Hypotheses Development
3.2.1. Direct and Indirect Association of FSMMAs on Customer Response via Apparel Brand Equity
3.2.2. Moderated Mediation Effect
3.3. Methods
Sample and Procedure
4. Empirical Results
4.1. Reliability and Construct Validity
4.2. Discriminant Validity
4.3. Testing of Hypothesized Direct and Indirect Effects
4.4. Assessment of the Moderated Mediation Effects
5. Discussion and Practical Implications
6. Conclusions, Limitations, and Future Directions
Author Contributions
Funding
Conflicts of Interest
References
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Social Media Marketing Activities [21,22] Likes/followers/subscribers (1) The X apparel brand that I followed has more ‘likes\followers\subscribers’ on social media. (2) More ‘likes\followers\subscribers’ influence me to join X apparel brand on social media. (3) More ‘likes\followers\subscribers’ gives me a remarkable memory about X apparel brand. Interactions construct questions (1) I will join X apparel brand’s social media where a discussion and exchange of opinion are possible (mutual conversation). (2) I will join X apparel brand’s social media where the exchange of opinion is easy. (3) X apparel brand’s social media platform enables information sharing with others. (4) More and positive comments on X apparel brand enable me to identify X brand easily. Sharing constructs questions (1) The X apparel brand that I followed has more posts/tweets on social media. (2) More posts/tweets about X apparel brand enable me to identify X brand easily. (3) The X apparel brand that I followed has more links to/from other social media. (4) More links to/from other social media about X apparel brand increase its popularity. Trendiness constructs questions (1) The apparel brand that I followed has the latest information on social media. (2) The latest information about X apparel brand enables me to identify X brand easily. (3) The apparel brand that I followed has had trending information on social media. (4) More trendy information about X apparel brand enables me to identify the X brand easily. Brand Equity Brand awareness [21,67] (1) I am always aware of X apparel brand through social media. (2) X brand’s social media enables me to keep X apparel brand characteristics in my mind. (3) X brand’s social media enables me to recall the symbol or logo of X apparel brand quickly. Brand image [21,67] (1) X apparel brand is customer-oriented on the social media platform. (2) Social media enables me to keep an impressive memory of X apparel brand. (3) X brand is a leading apparel brand on social media. Customer Response Price premium willingness [21,57] (1) I am willing to pay a higher price for X apparel brand than for other brands. (2) The price of X apparel brand would have to increase quite a bit before I would switch to other brands. (3) I am willing to pay ____ more for X apparel brand than for other brands. 0%, 5%, 10%, 15%, 20% Customer loyalty [21] (1) I will suggest X apparel brand to others on social media. (2) I will regularly visit X apparel brand on social media. (3) X apparel brand will be my first choice as compared to others. (4) I am satisfied with X apparel brand with every visit. |
Standardized Factor Loadings | CR | AVE | Alpha | ||
---|---|---|---|---|---|
CR | PP | 0.903 | 0.93 | 0.81 | 0.93 |
0.895 | |||||
0.903 | |||||
CL | 0.878 | 0.94 | 0.78 | 0.91 | |
0.888 | |||||
0.876 | |||||
0.901 | |||||
CFA Model goodness of fit indices CFA model indices results, χ2 = 45.618, df = 13, CMIN/χ2 =3.509, p = 0.000, NFI = 0.984, TLI = 0.981, CFI = 0.989, GFI = 0.965, AGFI = 0.924, SRMR = 0.0137, RMSEA = 0.083 | |||||
BE | BIM | 0.913 | 0.94 | 0.85 | 0.92 |
0.913 | |||||
0.937 | |||||
BAW | 0.933 | 0.95 | 0.87 | 0.92 | |
0.927 | |||||
0.936 | |||||
CFA Model goodness of fit indices CFA model indices results χ2 = 26.577, df = 8, CMIN/χ2 = 3.322, p = 0.001, NFI = 0.991, TLI = 0.988, CFI = 0.994, GFI = 0.975, AGFI = 0.934, SRMR = 0.0088, RMSEA = 0.080 | |||||
SMMAs | Likes/Followers/ Viewers | 0.979 | 0.99 | 0.96 | 0.93 |
0.990 | |||||
0.968 | |||||
Interaction | 0.860 | 0.94 | 0.81 | 0.92 | |
0.939 | |||||
0.906 | |||||
0.892 | |||||
Sharing | 0.864 | 0.91 | 0.72 | 0.90 | |
0.811 | |||||
0.823 | |||||
0.888 | |||||
Trendiness | 0.854 | 0.93 | 0.77 | 0.91 | |
0.856 | |||||
0.911 | |||||
0.878 | |||||
CFA Model goodness of fit indices CFA Model indices results, χ2 = 340.284, df = 75, CMIN/χ2 =4.537, p = 0.000, NFI = 0.956, TLI = 0.951, CFI = 0.965, GFI = 0.904, AGFI = 0.847, SRMR = 0.0282, RMSEA = 0.099 |
PP | CL | BIM | BAW | Likes | Int | Sh | Tre | |
---|---|---|---|---|---|---|---|---|
PP | 0.9 | |||||||
CL | 0.635 ** | 0.88 | ||||||
BIM | 0.717 ** | 0.751 ** | 0.92 | |||||
BAW | 0.602 ** | 0.737 ** | 0.852 ** | 0.93 | ||||
Likes | 0.462 ** | 0.454 ** | 0.522 ** | 0.497 ** | 0.98 | |||
Int | 0.660 ** | 0.693 ** | 0.788 ** | 0.836 ** | 0.254 ** | 0.90 | ||
Sh | 0.631 ** | 0.673 ** | 0.776 ** | 0.792 ** | 0.217 ** | 0.750 ** | 0.85 | |
Tre | 0.661 ** | 0.699 ** | 0.795 ** | 0.724 ** | 0.224 ** | 0.642 ** | 0.749 ** | 0.88 |
Output (Y) | Mediator | Model | B | SE | t | p | LLCI | ULCI |
---|---|---|---|---|---|---|---|---|
PP | BAW | FSMMAs → BAW (path a) | 0.4699 | 0.0408 | 11.529 8.5455 9.9252 4.8540 | 0.0000 0.0000 0.0000 0.0000 | 0.3898 | 0.5501 |
BAW → PP (path b) | 0.3017 | 0.0353 | 0.2323 | 0.3711 | ||||
FSMMAs → PP (path c) | 0.2968 | 0.0299 | 0.2380 | 0.3556 | ||||
FSMMAs → PP (path c’) | 0.1551 | 0.0319 | 0.0922 | 0.2179 | ||||
Indirect Effect of BAW | 0.1418 | 0.0212 | 0.1019 | 0.1870 | ||||
BIM | FSMMAs → BIM (path a) | 0.4289 | 0.0382 | 11.239 8.6648 9.9252 4.9609 | 0.0000 0.0000 0.0000 0.0000 | 0.3538 | 0.5039 | |
BIM → PP (path b) | 0.3259 | 0.0376 | 0.2520 | 0.3999 | ||||
FSMMAs → PP (path c) | 0.2968 | 0.0299 | 0.2380 | 0.3556 | ||||
FSMMAs → PP (path c’) | 0.1570 | 0.0317 | 0.0948 | 0.2193 | ||||
Indirect Effect of BIM | 0.1398 | 0.0213 | 0.1013 | 0.1845 | ||||
CL | BAW | FSMMAs → BAW (path a) | 0.4699 | 0.0408 | 11.529 9.9847 9.7339 4.2047 | 0.0000 0.0000 0.0000 0.0000 | 0.3898 | 0.5501 |
BAW → CL (path b) | 0.3369 | 0.0337 | 0.2705 | 0.4032 | ||||
FSMMAs → CL (path c) | 0.2867 | 0.0295 | 0.2288 | 0.3446 | ||||
FSMMAs → CL (path c’) | 0.1284 | 0.0305 | 0.0683 | 0.1884 | ||||
Indirect Effect of BAW | 0.1583 | 0.0216 | 0.1187 | 0.2036 | ||||
BIM | FSMMAs → BIM (path a) | 0.4289 | 0.0382 | 11.239 9.8654 9.7339 4.4011 | 0.0000 0.0000 0.0000 0.0000 | 0.3538 | 0.5039 | |
BIM → CL (path b) | 0.3564 | 0.0361 | 0.2854 | 0.4275 | ||||
FSMMAs → CL (path c) | 0.2867 | 0.0295 | 0.2288 | 0.3446 | ||||
FSMMAs → CL (path c’) | 0.1338 | 0.0304 | 0.0740 | 0.1936 | ||||
Indirect Effect of BIM | 0.1529 | 0.0224 | 0.1126 | 0.1998 |
X (FSMMAs) | Y1 (PP) | Bias-Corrected Bootstrap 95% CI | |||
---|---|---|---|---|---|
Mediator (M) | Moderator (W) = Interaction | Indirect effect | Boot SE | LL | UL |
BAW | 1 | 0.1601 | 0.0217 | 0.1189 | 0.2051 |
0 | 0.0656 | 0.0158 | 0.0365 | 0.0981 | |
BIM | 1 | 0.1540 | 0.0203 | 0.1171 | 0.1967 |
0 | 0.0667 | 0.0187 | 0.0339 | 0.1057 | |
BAW | Moderator (W) = Sharing | Indirect effect | Boot SE | LL | UL |
1 | 0.1725 | 0.0237 | 0.1268 | 0.2208 | |
0 | 0.0553 | 0.0142 | 0.0302 | 0.0860 | |
BIM | 1 | 0.1668 | 0.0221 | 0.1258 | 0.2119 |
0 | 0.0585 | 0.0177 | 0.0264 | 0.0968 | |
BAW | Moderator (W) = Trendiness | Indirect effect | Boot SE | LL | UL |
1 | 0.1654 | 0.0225 | 0.1225 | 0.2116 | |
0 | 0.0567 | 0.0142 | 0.0308 | 0.0869 | |
BIM | 1 | 0.1620 | 0.0215 | 0.1224 | 0.2073 |
0 | 0.0580 | 0.0172 | 0.0277 | 0.0945 | |
X (FSMMAs) | Y1 (CL) | Bias-Corrected Bootstrap 95% CI | |||
Mediator (M) | Moderator (W) = Interaction | Indirect effect | Boot SE | LL | UL |
BAW | 1 | 0.1788 | 0.0216 | 0.1380 | 0.2229 |
0 | 0.0733 | 0.0174 | 0.0410 | 0.1112 | |
BIM | 1 | 0.1684 | 0.0212 | 0.1301 | 0.2143 |
0 | 0.1684 | 0.0212 | 0.1301 | 0.2143 | |
BAW | Moderator (W) = Sharing | Indirect effect | Boot SE | LL | UL |
1 | 0.1926 | 0.0236 | 0.1485 | 0.2404 | |
0 | 0.0618 | 0.0152 | 0.0334 | 0.0929 | |
BIM | 1 | 0.1824 | 0.0235 | 0.1398 | 0.2313 |
0 | 0.0640 | 0.0195 | 0.0286 | 0.1057 | |
BAW | Moderator (W) = Trendiness | Indirect effect | Boot SE | LL | UL |
1 | 0.1847 | 0.0223 | 0.1438 | 0.2310 | |
0 | 0.0633 | 0.0157 | 0.0340 | 0.0963 | |
BIM | 1 | 0.1772 | 0.0224 | 0.1357 | 0.2232 |
0 | 0.0634 | 0.0188 | 0.0301 | 0.1035 |
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Khan, Z.; Yang, Y.; Shafi, M.; Yang, R. Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis. Sustainability 2019, 11, 5167. https://doi.org/10.3390/su11195167
Khan Z, Yang Y, Shafi M, Yang R. Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis. Sustainability. 2019; 11(19):5167. https://doi.org/10.3390/su11195167
Chicago/Turabian StyleKhan, Zobi, Yongzhong Yang, Mohsin Shafi, and Ruo Yang. 2019. "Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis" Sustainability 11, no. 19: 5167. https://doi.org/10.3390/su11195167