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Merchandising/Marketing/Retailing: Branding

How Do Virtual Social Media Influencers Affect Millennial and Gen Z Female Consumers’ Purchase Intentions? A Comparison of Fast Fashion Versus Luxury Fashion Brands

Authors
  • Lauren Bouvier
  • Eunjoo Cho (University of Arkansas)

Abstract

Social exchange theory and source credibility model were adopted to develop a theoretical framework for the present study. We developed two Instagram ads including the post’s image and corresponding caption: VSMI endorsing H&M and Gucci. A total of 163 female participants completed the survey (H&M: 93, Gucci: 73). The results showed VSMIs’ characteristics significantly affect brand image and trust leading young adult consumers’ purchase intentions both fast fashion and luxury fashion brands.

Keywords: Virtual social media influencer, expertise, authenticity, attractiveness, wishful identification, homophily

How to Cite:

Bouvier, L. & Cho, E., (2022) “How Do Virtual Social Media Influencers Affect Millennial and Gen Z Female Consumers’ Purchase Intentions? A Comparison of Fast Fashion Versus Luxury Fashion Brands”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.16012

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Published on
2022-12-31

Peer Reviewed

License

Creative Commons Attribution 4.0