Social Media Content and Hedonic Brand Image in Eco-Frriendly Fashion Start-Up

Tulipa, Diyah, Sulistyo, Andy Pratama and Mellifan, Tania (2023) Social Media Content and Hedonic Brand Image in Eco-Frriendly Fashion Start-Up. Jurnal Manajemen, 27 (2). pp. 341-359. ISSN 1410-3583 dan 2549-8797

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Abstract

In the internet era, as it is today, social media is an essential tool for communication, not only for personal but also for communication between companies and consumers. The study aims to determine the effect of social media advertising and sales promotional content on purchase intention through the hedonic brand image of brand-new fashion start-up KA2N. This study employed 113 Instagram followers of KA2N. The results show that social media advertising content and media social sales promotional content have influenced hedonic brand image, then in turn, hedonic brand image affects purchase intention. However, social media advertising content and sales promotion content do not directly influence consumer purchase intention significantly. It means a hedonic brand image mediates the relationship between social media advertising content and sales promotion content with purchase intention.Keywords: Advertising Content; Sales Promotion Content; Hedonic Brand Image; Purchase Intention; Social Media.

Item Type: Article
Uncontrolled Keywords: Advertising Content; Sales Promotion Content; Hedonic Brand Image; Purchase Intention; Social Media.
Subjects: Entrepreneurship
Divisions: Journal Publication
Depositing User: Diyah Tulipa
Date Deposited: 05 Oct 2023 07:21
Last Modified: 07 Mar 2024 01:41
URI: https://repository.ukwms.ac.id/id/eprint/36858

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