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Understanding a consumer's path to purchase jeans in a social media context

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posted on 15.06.2021, 15:15 by Shanghavy Karunakaran
Consumers are increasingly depending on online and social platforms to find product and brand information while fashion brands seek to further engage with consumers online. This study proposes a five-construct structural model to measure the influence of product involvement, fashion brand involvement, altruistic involvement, and online brand engagement on purchase intention in a social media context. Through partial least squares structural equation modeling (PLS-SEM), a sample of 799 shoppers in North America were empirically tested to validate the findings drawn from the model. From the six hypotheses presented, all were accepted; including three hypotheses which were an extension of previous research. The findings confirm a consumer’s journey is prevalent and future testing of the model in new applications will help to enhance and progress social media studies around involvement and engagement. Keywords: Social Media, Product Involvement, Fashion Brand Involvement, Altruistic Involvement, Online Brand Engagement, Purchase Intention, PLS-SEM





Master of Science


Management (TRSM)

Granting Institution

Ryerson University

LAC Thesis Type


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