Fashion involvement, opinion-seeking and product variety as stimulators for fashion e-commerce: an investigated model based on S-O-R model

Alanadoly, Alshaimaa Bahgat; Salem, Suha Fouad

doi:10.1108/apjml-06-2021-0447

Cited by 27 publications

(22 citation statements)

References 116 publications

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“…Stimulus can be of either a subjective (e.g. sociopsychological) or objective nature (Alanadoly and Salem, 2022) and are often manipulated by marketers in their efforts to achieve more favorable consumer’ responses. The effect occurs through the mediation of the organism; term referring to the internal intervening structures affecting the relationship between external stimuli and individual's response (Alanadoly and Salem, 2022; Rivas et al ., 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

“…The framework is widely adopted in retail and marketing studies (e.g. Alanadoly and Salem, 2022; Loureiro et al ., 2022). In this research, the S-O-R framework is the theoretical foundation to support our conceptual model (see Figure 1), which analyzes if brands GMO ( stimuli ) can positively affect consumers WTP ( response ), through brand coolness perception ( organism ).…”

Section: Literature Reviewmentioning

confidence: 99%

“…The present research theoretical framework is based on Stimuli-Organism-Response (S-O-R) theory, introduced by Meharabian and Russel in 1974, which is deemed appropriate for exploring how consumers react to stimuli (Alanadoly and Salem, 2022; Loureiro et al ., 2020a; Rivas et al ., 2022). The S-O-R chain of effects was empirically tested on two globally recognizable brands with opposing perceptions of tactical GMO.…”

Section: Introductionmentioning

confidence: 99%

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How to earn a premium price: the effect of green marketing and brand coolness

Guerreiro

Loureiro

Nascimento

et al. 2023

JCOM

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PurposeThe current paper aims to explore how brand coolness can mediate the relationship between tactical green marketing orientation (GMO) and willingness to pay (WTP), by exploring the differences between two global brands with opposite green marketing perceptions.Design/methodology/approachBased on the stimuli-organism-response (S-O-R) framework, the relation between tactical GMO, brand coolness and consumer's WTP is examined through a survey with 272 participants, who gave their perceptions about two different brands regarding their green orientations: British Petroleum (BP) and L'Oréal. The variable set was adapted and validated through focus group sessions.FindingsBrand coolness is found to mediate the impact GMO on WTP and, for both brands, green marketing does affect the extent to which brands are perceived as cool by consumers. More importantly, evidence shows that only in the case of the “green brand” (e.g. L'Oréal), the impact on WTP is significant, which offers new implications regarding the outcomes of companies' pro-environmental policies.Originality/valueThis study is the first to investigate the outcomes of GMO over consumer's intentions (WTP) and the role of brand perceptions (coolness). The effects are compared between two global brands, with significantly different perceptions on their environmental sustainability.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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How to earn a premium price: the effect of green marketing and brand coolness

Guerreiro

Loureiro

Nascimento

et al. 2023

JCOM

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“…Several studies based on the theory of SOR reveal that social media platforms and social brand management have a positive impact on the intention to buy online market products (Hajli, 2014;Hutter et al, 2013;Vo Minh et al, 2022). The SOR theory also shows that electronic consumer stimuli play a positive role in consumer buying behavior in e-commerce (Alanadoly & Salem, 2022).…”

Section: Stimulus-organism-response (S-o-r)mentioning

confidence: 99%

The Mediating Effect of Consumer Brand Engagement on the Relationship between Social Media Marketing and Repurchase Intention

Asyhari

Ayuni²,

Primananda³

et al. 2022

JDMHI

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Social media become the primary marketing to enhance repurchase intention in e-commerce. However, not many companies in Indonesia use it to increase sales and gain profits. In addition, some literature reveals that the effect of social media marketing is not significant on repurchase intention. Several studies have shown that the dimensions of social media marketing have no significant effect on consumer behaviour. This study aimed to investigate the influence of social media marketing on repurchase intention through consumer brand engagement. The data were collected from 100 consumers of online Muslim fashion products in Central Java. Data were analysed using the model partial least square structural equation (PLS-SEM) with two steps namely confirmatory and structural analysis. The result indicated that social media marketing had a positive relationship with repurchase intention. Moreover, consumer brand engagement can be mediating the relationship between social media marketing and the repurchase intention of Muslim fashion products in Indonesia. The theoretical implication of this study is to provide an overview of the factors that shape consumer repurchase intention based on Stimulus-Organism-Response theory. The practical implication is that business practitioners should pay more attention to marketing through social media than conventional marketing.

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“…The fashion industry contributes 24% of global sales in the global e-commerce market and is expected to reach $ 672,710 million in two years by 2023 (Alanadoly & Salem, 2022;Keegan et al, 2021). However, the fashion industry is struggling in the face of brand loyalty toward their products, especially among millennials (Cabigiosu, 2020;Ng et al, 2017), as millennials are difficult to be reached (Chatzopoulou & de Kiewiet, 2021;Soares et al, 2017).…”

Section: Introductionmentioning

confidence: 99%

Brand Loyalty of Millennials to Online Fashion Brands; E-commerce Sites in Kota Kinabalu, Sabah

Linus¹,

Gisip²,

Guililing³

2022

IJARBSS

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As e-commerce has rapidly grown in past decades, the fashion industry in Malaysia has experienced positive growth in economic values. As millennials are the biggest spenders in Malaysia, their loyalty is often left behind. In fact, millennials' brand loyalty is difficult to attain by e-commerce sellers because of their preferences in buying online products and their tendency to be cautious of marketing techniques to avoid being manipulated. Despite immense spending power, millennials were found to be very disloyal to brands. This study aims at examining various literature on brand loyalty. There are three theories integrated into this study which consist Technology Acceptance Modal (TAM), Expectation Disconfirmation Theory (EDT), and Theory of Reasoned Action (TRA). It also aspired to identify the relative importance of income as a moderator to trust as one of the most critical factors influencing millennials' brand loyalty to online fashion brands' e-commerce sites. In addition, this paper seeks to determine the moderating effect of income on the relationship between trust and millennials' brand loyalty. Based on empirical studies in marketing literature done by previous researchers, this study came out with a conceptual framework pertaining to the relationship between website efficiency, customer service, trust, and brand image on millennials' brand loyalty ware explored empirically. The study involved three hundred and ten millennial respondents, and the data collected was analyzed using Statistical Package for Social Sciences (SPSS) version 25 and the Smart-PLS version 3 software. The findings in this study illustrate that customer service, trust, and brand image significantly impact brand loyalty, and income moderates trust and brand loyalty. In conclusion, besides contributing to enriching the literature, the study can assist policymakers in developing and formulating strategies to understand online customers, particularly millennials in Malaysia.

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Fashion involvement, opinion-seeking and product variety as stimulators for fashion e-commerce: an investigated model based on S-O-R model

Cited by 27 publications

References 116 publications

How to earn a premium price: the effect of green marketing and brand coolness

How to earn a premium price: the effect of green marketing and brand coolness

The Mediating Effect of Consumer Brand Engagement on the Relationship between Social Media Marketing and Repurchase Intention

Brand Loyalty of Millennials to Online Fashion Brands; E-commerce Sites in Kota Kinabalu, Sabah

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