An Investigation of Fashion Brands' Social Media Marketing: How Young Women's Photographic Image Preferences effect eWOM behaviors and Purchase Intention based on VALS

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2018-01-01
Authors
Bradford, Jericho
Harden, Amy
Yen, Chih-Lun
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Altmetrics
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Abstract

The purpose of this study was to identify the type of photographic images (prefer to see a product by itself, product worn by a non-celebrity model, or product worn by celebrity model) posted on social media by fashion brands that stimulate young women's eWOM behaviors and purchase intention, in addition to whether individuals' VALS (values and attitudes) typology played a role in their preferences. The study confirmed that VALS typology can be used to assess whether photographic images posted by fashion brands for product promotion can influence potential consumers to share information with others, comment on the product through the selected platform, and intend to purchase the product. The results indicated that young women preferred to see a product worn by a non-celebrity model than the product itself or by a celebrity.

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