Effects of social media brand-related content on fashion products buying behaviour : a moderated mediation model
Year of publication: |
2022
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Authors: | Schivinski, Bruno ; Pontes, Nicolas ; Czarnecka, Barbara ; Mao, Wen ; De Vita, Jennifer ; Stavropoulos, Vasileios |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 31.2022, 7, p. 1047-1062
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Subject: | Brand equity | Brand-related content | Product endorsement | Purchase intentions | Self-congruity | Social media | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Mode | Fashion | Markenführung | Brand management | Online-Marketing | Internet marketing |
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