Observatorio de I+D+i UPM

Memorias de investigación
Communications at congresses:
Social Network Marketing: A Segmentation Approach to Understanding Purchase Intention
Year:2016
Research Areas
  • Marketing psychology and consumer behavior psychology
Information
Abstract
This study investigates the effect of online and offline pre-purchase influences and the role of fashion brand involvement and online brand engagement in predicting purchase intention of products marketed in social media. A four-construct structural model was developed and validated on a sample of 799 shoppers in North America. Partial least squares structural equation modeling (PLS-SEM) was used to test the model. All six hypotheses were supported and fashion brand involvement was identified as a mediator. The analysis incorporated an advanced segmentation technique, Partial Least Squares Prediction Oriented Segmentation, (PLS-POS). Two groups of similar size emerged with differences that are of theoretical and managerial interest. Expansion of the model and future testing in different contexts will help to refine and develop it, providing insights into social media marketing.
International
Si
Congress
Social Media and Society 2016 (SMSociety '16)
960
Place
Londres (Reino Unido)
Reviewers
Si
ISBN/ISSN
978-1-4503-3938-4
10.1145/2930971.2930992
Start Date
11/07/2016
End Date
13/07/2016
From page
1
To page
10
Proceedings of the 7th 2016 International Conference on Social Media & Society
Participants
  • Autor: Donna Smith (Ryerson University)
  • Autor: Angel Hernandez Garcia (UPM)
  • Autor: Angel Francisco Agudo Peregrina (UPM)
  • Autor: Joseph F. Hair, Jr. (Kennesaw State University)
Research Group, Departaments and Institutes related
  • Creador: Grupo de Investigación: Innovación, Propiedad industrial y Política tecnológica (INNOPRO)
  • Centro o Instituto I+D+i: Centro de Domótica Integral, CEDINT
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
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