Abstract

The paper examined the relationship between social media and purchase intention and the mediation role of brand equity within Ghana’s fashion industry. The study was quantitative and employed the survey methodology to sample the views of 500 fashion customers. Statistical Package for Social Sciences (SPSS) and the structural equation modelling (SEM) technique were used using AMOS software version 22.0 to determine the hypothesized relationships of the study. The study findings revealed that surveillance, Information sharing and remuneration have significant and positive effects on brand equity. However, the relationship between social interaction and entertainment have negative and insignificant on brand equity. The positive significant relationships proposed to exist between brand equity and consumer purchase intention were all accepted. The findings can contribute to the scant empirical works that social media on brand equity and purchase intention in a single study. Recommendations were further made for management in the clothing industry, policy makers, and future researchers.

摘要

该论文研究了社交媒体与购买意愿之间的关系以及品牌资产在加纳时尚产业中的中介作用。该研究是定量的，采用调查方法对 500 名时尚客户的意见进行抽样。社会科学统计软件包 (SPSS) 和结构方程建模 (SEM) 技术使用 AMOS 软件 22.0 版来确定研究的假设关系。研究结果表明，监督、信息共享和薪酬对品牌资产具有显着的积极影响。然而，社交和娱乐之间的关系对品牌资产具有负面影响且不显着。提出的品牌资产与消费者购买意愿之间存在的正显着关系均被接受。这些发现有助于在一项研究中对社交媒体关于品牌资产和购买意愿的实证研究很少。进一步为服装行业的管理人员、政策制定者和未来的研究人员提出了建议。