Purpose

Social media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects of social media marketing activities on consumer online impulse buying intentions via brand resonance and emotional responses by incorporating the direct and moderating effects of social network proneness toward fashion retail brands.

Design/methodology/approach

By using snowball sampling, this study recruited 441 netizens (who were using fashion retail brands) and obtained their responses through an online survey. Structural equation modeling was applied to 394 responses for analysis.

Findings

The findings discovered that social media marketing activities significantly influenced brand resonance, consumer emotional responses and online impulse buying intentions. Likewise, brand resonance and emotional responses were positively associated with online impulse buying intentions and acted as decisive mediators. Social network proneness’s direct and moderating effects significantly increased consumer online impulse-buying intentions toward fashion retail brands.

Practical implications

This study provides recommendations to retail managers for creating and executing brand positioning, segmenting and targeting strategies to enhance consumers’ intentions for engaging in online impulsive purchases for fashion brands.

Originality/value

This original research contributes to the branding literature and stimulus–organism–response theory by focusing on social media marketing activities, brand resonance, emotional responses, social network proneness and consumer online impulse buying intentions toward fashion retail brands.

中文翻译：

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利用品牌社交媒体营销的力量来影响消费者在线冲动购买意图：刺激-有机体-反应框架

目的

社交媒体营销已成为许多品牌的强大战略工具，但该领域的学术研究仍处于起步阶段。本研究旨在通过纳入社交网络对时尚零售品牌倾向的直接和调节作用，通过品牌共鸣和情感反应来研究社交媒体营销活动对消费者在线冲动购买意图的影响。

设计/方法论/途径

本研究采用滚雪球抽样的方式，招募了 441 名使用时尚零售品牌的网民，并通过在线调查获得了他们的反馈。对 394 个响应应用结构方程模型进行分析。

发现

研究结果发现，社交媒体营销活动显着影响品牌共鸣、消费者情绪反应和在线冲动购买意图。同样，品牌共鸣和情感反应与在线冲动购买意图呈正相关，并充当决定性的中介因素。社交网络倾向的直接和调节效应显着增加了消费者对时尚零售品牌的在线冲动购买意图。

实际影响

这项研究为零售经理提供了创建和执行品牌定位、细分和目标策略的建议，以增强消费者对时尚品牌进行在线冲动购买的意图。

原创性/价值

这项原创研究通过关注社交媒体营销活动、品牌共鸣、情感反应、社交网络倾向和消费者对时尚零售品牌的在线冲动购买意图，为品牌文献和刺激-有机体-反应理论做出了贡献。