Brand engagement and purchase intention towards apparel goods: a study of Generation Z in social media scenario
by Ravinder Pant; Antriksha Negi; Nawal Kishor
International Journal of Management Practice (IJMP), Vol. 16, No. 3, 2023

Abstract: Many websites and internet-based applications empower users to share contents (texts, pictures, videos, stories, chats and other social and community inputs) instantly and in real time with anyone. Collectively these are covered under the umbrella of social media. Social networking sites will have more than 370 million Indian internet users in 2022 and most of them are going to be the known tech-savvy generation, Generation Z (Pant et al., 2020). Apparel is whatever we wear, and it is same as fashion or clothing industry. According to Statista global economic survey in the apparel segment, 12% of total revenue will be generated through online sales by 2023. Primary data was collected through structured questionnaire from social media users belonging to Generation Z and analysed using structured equation modelling and path analysis in AMOS. SEM results confirmed a positive relation between different motives (information motive, convenience motive, entertainment motive and social interaction motive) and brand engagement which further influences the purchase intention.

Online publication date: Tue, 18-Apr-2023

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