Despite the exponential growth of collaborative consumption practices, online fashion renting, an important type of collaborative fashion consumption, is still underexplored. Drawing on the theories of Reasoned Action (TRA) and Innovation Diffusion, we developed a holistic research framework to explore the motives for online fashion renting. By analyzing a total of 300 usable responses collected by a research market company using structure equation modeling (SEM), we found that attitudes and subjective norms positively influenced consumers’ intentions to engage with online fashion rental services. Moreover, we found that environmental awareness also had a significant influence on attitudes toward fashion renting through online platforms, and that relative advantage, amplified by personal innovativeness and fashion consciousness, also positively influenced consumers’ attitudes toward online fashion renting. Interestingly, price consciousness did not contribute to relative advantage.
Purpose
This paper aims to investigate the effectiveness of social media communication in luxury brand advertising from a narrative persuasion perspective. Specific purposes are to examine how characteristics of a message giver (i.e. comprehension fluency, imagery fluency) and message receiver (i.e. transportability, need for affect) influence the narrative persuasion process which further affects consumers’ subsequent responses (i.e. positive affect, brand social networking services [SNS] attitudes and intentions) within the luxury hotel industry.
Design/methodology/approach
An online survey was performed via Amazon MTurk. A total of 193 usable responses from SNS users were obtained. The structural equation modeling approach was used to test the proposed model.
Findings
Results show that comprehension fluency and imagery fluency as message-giver factors and transportability as a message-receiver factor positively affect narrative transportation. In addition, narrative transportation leads to positive affect, brand SNS attitudes and visit intentions, while positive affect also influences brand SNS attitudes and visit intentions. Furthermore, additional analyses indicate that narrative transportation mediates the effects of comprehension fluency on affect and brand SNS as well as the effects of transportability on positive affect, brand SNS attitude and visit intention.
Originality/value
Characteristics of a message giver and message receiver altogether are not well understood in the current literature. Empirical evidence in this study contributes to the social media marketing and brand advertising research fields.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.