The Relationship between Endorsers’ Message Context, Credibility and Brand Loyalty among Young Generations’ Fashion Consumers

DOI

10.2991/978-2-38476-196-8_3How to use a DOI?

Keywords

Endorsers’ Message Context; Credibility; Brand Loyalty; Consumer Behavior; Z Generations; Brand Management; Brand Equity; Fashion

Abstract

The development of social media platforms as a promotional platform and its advancement have become one of the major challenges for the marketers in the present marketing ecology. It is more prevalent in a fast-moving industry such as the fashion industry. The nature of the business that focuses more on the hedonic benefits and aesthetic values required more than just persuasion to attract purchases. Research on social media marketing is not new, in fact it has been the focus of many researchers recently. However, there is a lack of attention given to the effectiveness of endorsers’ message context and their credibility to strengthen brand loyalty especially among young consumers. Most of the research on message context involved understanding the construct from the endorsers’ perspective, thus, this research will take another approach to measure the effectiveness of message context from the perspective of the consumers. The methodology used for this research is quantitative and the number of samples for the research is 384 and using purposive sampling design. Data collected using electronic surveys and the result indicates that both message context and credibility of the endorsers’ play a role in determining young generation fashion consumption. This research is important for both marketing practitioners and researchers. As for practitioners, understanding this concept will assist them in their decision making to choose credible social media influencers with the right message context as part of their marketing planning. This research will address the gap by proposing a new model to social media marketing and brand loyalty research. As a conclusion, it is advisable for marketers to emphasis on message context and credibility on brand loyalty in young generation fashion consumption.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Muhamad Izzuddin Zainudin
AU  - Eng Shei Wei
AU  - Miza Izwanis Mangsor
PY  - 2024
DA  - 2024/01/25
TI  - The Relationship between Endorsers’ Message Context, Credibility and Brand Loyalty among Young Generations’ Fashion Consumers
BT  - Proceedings of the 4th International Conference on Communication, Language, Education and Social Sciences (CLESS 2023)
PB  - Atlantis Press
SP  - 17
EP  - 32
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-196-8_3
DO  - 10.2991/978-2-38476-196-8_3
ID  - Zainudin2024
ER  -