The effect of user-generated content and shopping searches via Instagram for fashion brands on loyalty intention
Subject Areas :manizhe haghighinasab 1 * , Mahya Vatanparast 2 , Narges Hashemi 3
1 - Associate Professor, Faculty of Social Sciences and Economics, Alzahra University
2 -
3 -
Keywords: Keywords: Social networks, online shopping-related searches, brand loyalty intention, trust, user-generated content (UGC),
Abstract :
Despite the new opportunities that social media has provided for companies and brands, there is still little understanding of how user-generated content and Instagram-related shopping reviews affect brand loyalty intentions in fashion industry. The purpose of this study is to provide a conceptual model to test the impact of customer trust on brand loyalty intentions along with their willingness to use brand’s Instagram pages for online shopping-related search and three different types of supports; peers recommendations, informational support and emotional support via Instagram. Structural equations model is investigated. In order to review this research, a sample of 271 respondents was collected on the brands’ Instagram pages. The results of the structural equation model reveals; online shopping-related searches and informational support have a significant positive impact on customer trust. In addition, the results showed that customers’ trust in brand pages via Instagram has a positive effect on brand loyalty intention, which helps marketers better understand the credible role of user-generated content. By informational support via Instagram pages, companies can positively influence consumer behavior and make them trustworthy.
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