|dc.description.abstract||Purpose: The advent of social media has shifted the lifestyle of consumers by allowing them to communicate instantly with brand marketers and other consumers discarding any physical location. The use of social networking sites (SNS) has proliferated with rampant use of the internet on smartphones, tablets, and other devices, and offered consumers quick access to information before purchasing a brand. Thus, it became imperative for luxury brand marketers to ensure the visibility of their brands on those SNS. The purpose of this study is to explore the role of social network brand visibility (SNBV) on the purchase intention of luxury fashion brands. Further, it examines the mediating role of consumers’ attitudes toward luxury brands and the moderating role of culture at the individual and country level.
Design/methodology/approach: A cross-sectional survey was designed and distributed to the target population via Facebook and email. The survey accumulated a total of 787 responses, mostly from NTNU students. The data were analyzed using univariate statistics and structural equation modeling (PLS) with SPSS (v26) and SmartPLS software (v3.2.9).
Findings: The findings of the empirical data confirm the significant positive effect of social network brand visibility on attitude and purchase intention and the effect of attitude on purchase intention. The mediating role of attitude on the relationship between SNBV and purchase intention was found significant. The moderating role of culture (indulgence vs. restraint) at the country level was also found significant; however, at the individual level, it manifested an insignificant effect.
Academic/managerial implication: From an academic perspective, this study contributes to the literature on social network brand visibility by confirming its role in luxury fashion brands. Further, it contributes toward the extant research on indulgence vs. restraint dimension of culture given by Hofstede et al. (2010). Luxury brand marketers can use this study as a guideline to improve their understanding of brand visibility on social networks, the role of culture, and consumers’ pre-behavioral consequences.
Research limitation: Among many other limitations, the major drawback of this study is the generalizability of the findings. Because a chief portion of the sample are students from one university, and the contextual basis was luxury fashion brands.
Keywords: Social media, Social networking site, Visibility, Brand visibility, Culture, Indulgence vs. Restraint, Attitude, Purchase intention, Luxury fashion brand.||