Evaluating the Influence of Social Advertising, Individual Factors, and Brand Image on the Buying Behavior toward Fashion Clothing Brands

Bibliographic Data

ID4182565
AuthorsFazal Ur Rehman (0000-0001-9856-9091, corresponding author), Basheer M Al-Ghazali (0000-0001-9737-3580), Basheer M Al‐Ghazali (0000-0003-3801-1744, King Fahd University of Petroleum and Minerals)
Year2022
Volume12
Issue1
Publication date2022-01-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueSAGE Open (JOURNAL)
Journal identifiersISSN: 2158-2440 • E-ISSN: 2158-2440
PublisherSAGE Publications Inc (PUBLISHER)
DOI10.1177/21582440221088858
OpenAlexW4221123491
LanguageEN
Citations received6
References cited88

This study intends to evaluate the influence of social advertising, individual factors, and brand image on the buying behavior of Malaysian consumers toward the fashion clothing brands along with mediation of brand image. Using the convenience sampling technique, data was collected from 288 respondents. Questionnaires were self-administered and data was analyzed via Smart PLS-SEM. Social advertising, individual factors, and brand image are significantly related to the buying behavior of Malaysian consumers toward fashion clothing brands. Social advertising and individual factors have also a positive significant relationship with the brand image. Moreover, brand image mediates the relationship between social advertising, individual factors, and buying behavior. This study provides interesting insights about Malaysian consumers by evaluating the influence of social advertising, individual factors, and brand image on their buying behavior toward the fashion clothing brands along with the mediating role of brand image. These useful insights would enable marketers to develop more influential advertising strategies. By assimilating social advertising, individual factors, and brand image literature, the main contribution of this study is the analysis of social advertising, individual factors, and brand image among Malaysian consumers in enhancing the buying behavior toward the fashion clothing brands and building brand image among communities. Precisely, this study has evaluated the influence of some unique characteristics of social advertising (such as informative, entertainment, credibility, ease of use, privacy, and contents), individual factors (such as market maven, stability, open-minded, agreeable, and materialism), and brand image on the buying behavior of Malaysian consumers

Advertising · Brand awareness · Brand Image · Business · Clothing · Credibility · Social media · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Environmental Sustainability in Business · Psychology · Marketing

Tools

Open DOIOpen Access