CoChat
Sign Up
Cited by 26Digital Marketing and Social MediaConsumer Behavior in Brand Consumption and IdentificationConsumer Perception and Purchasing Behavior

The DOI matches its Crossref record; 4 of the 4 references it cites were found in a registry or an index.

The effects of Instagram social capital, brand identification and brand trust on purchase intention for small fashion brands: the generational differences

Kim, Jiyoung, Leung, Xi Yu, McKneely, Brittany·2023·Journal of Fashion Marketing and Management: An International Journal
DOI 10.1108/jfmm-05-2021-0126
Open this paper in CoChat — free account

Abstract

Purpose: Using social capital theory as the theoretical framework, the purpose of this study is to examine if shared value, the norm of reciprocity and social bonding within a small fashion brand's Instagram page transfers to the overall perception and purchase intention toward the brand. Further, the authors test perceived benefit (i.e. perceived usefulness and perceived enjoyment) as anteceding variables along with the social capital variables. More specifically, this study investigates (1) the influence of shared value and norm of reciprocity on social bonding on the Instagram page, (2) the influence of perceived usefulness and perceived enjoyment on social bonding on the Instagram page, (3) the mediating effect of brand trust and brand identification on the relationship between social bonding and purchase intention and (4) and the moderating role of the generational cohort on the hypothesized relationships. Design/methodology/approach: Through an online survey, 599 usable data were collected to test the proposed research framework using partial least squares structural equation modeling. Findings: The results identify significant influences of shared value, norm of reciprocity and perceived enjoyment on social bonding. Brand identification and brand trust both have significant mediating effects between social bonding and purchase intention. Further, the results show that the mediating effect of brand trust is significantly higher for Generation Y, while the mediating effect of brand identification is significantly higher for Generation Z. Originality/value: The study findings provide important implications for small fashion brands operating in a social media realm.

Overview

Integrity signals

Registry

Crossref · 10.1108/jfmm-05-2021-0126

Cites

4 of 4 references verified0 citation errors · 0 not checkable

Statistics

Recomputing p-values needs the paper’s full text.

Verification

Claims the paper makes

This paper’s full text isn’t openly available, so its claims and self-check weren’t run. The registry and citation checks still apply.

Claims other papers make about this one

Each is checked against this paper’s own text: does it say what the citing paper says it does?

Citations

Cites

Flagged first, then by citations

Show all 4 references

Research works printed but not linked: 100

  1. 2000, Time flies when you're having fun: cognitive absorption and beliefs about information technology usage, MIS Quarterly, 24, 665, 10.2307/3250951 · DOI · Paper page
  2. 2005, The social influence of brand communities: evidence from European car clubs, Journal of Marketing, 59, 19
  3. 2015, An empirical study on factors affecting continuance intention of using Facebook, Computers in Human Behavior, 48, 181, 10.1016/j.chb.2015.01.055 · DOI
  4. 1996, Customer-sales associate retail relationships, Journal of Retailing, 72, 223, 10.1016/S0022-4359(96)90028-7 · DOI
  5. 2013, Viewpoint: social media research: developing a trust metric in the social age, International Journal of Market Research, 55, 333, 10.2501/IJMR-2013-032 · DOI
  6. 1964, Exchange and Power in Social Life
  7. 2016, Online relationship marketing and affective customer commitment – the mediating role of trust, Journal of Financial Services Marketing, 21, 127, 10.1057/fsm.2016.5 · DOI
  8. 2021, Be creative, my friend! Engaging users on Instagram by promoting positive emotions, Journal of Business Research, 130, 416, 10.1016/j.jbusres.2020.02.014 · DOI
  9. 2011, Social capital and individual motivations on knowledge sharing: participant involvement as a moderator, Information & Management, 48, 9, 10.1016/j.im.2010.11.001 · DOI
  10. 2012, The role of perceived social capital and flow experience in building users' continuance intention to social networking sites in China, Computers in Human Behavior, 28, 995, 10.1016/j.chb.2012.01.001 · DOI
  11. 2001, The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty, Journal of Marketing, 65, 81, 10.1509/jmkg.65.2.81.18255 · DOI · Paper page
  12. 2005, Personalization versus privacy: an empirical examination of the online consumer's dilemma, Information Technology and Management, 6, 181
  13. 2010, To give or to receive? Factors influencing members' knowledge sharing and community promotion in professional virtual communities, Information & Management, 47, 226, 10.1016/j.im.2010.03.001 · DOI
  14. 2011, Interactive digital advertising vs. virtual brand community: exploratory study of user motivation and social media marketing responses in Taiwan, Journal of Interactive Advertising, 12, 44, 10.1080/15252019.2011.10722190 · DOI · Paper page
  15. 2021, Do digital natives recognize digital influence? Generational differences and understanding of social media influencers, Journal of Current Issues & Research in Advertising, 42, 425, 10.1080/10641734.2020.1830893 · DOI
  16. 2018, Online travel behaviour across cohorts: the impact of social influences and attitude on hotel booking intention, International Journal of Tourism Research, 2, 660
  17. 2005, Corporate sponsorship of a cause: the role of identification in purchase intent, Journal of Business Research, 58, 268, 10.1016/S0148-2963(03)00135-8 · DOI
  18. 2001, Trust-commitment model of buyer-supplier relationships, Journal of Hospitality & Tourism Research, 25, 195, 10.1177/109634800102500206 · DOI
  19. 2019, Comparison of smartphone ownership, social media use, and willingness to use digital interventions between Generation Z and millennials in the treatment of substance use: cross-sectional questionnaire study, Journal of Medical Internet Research, 21
  20. 1989, User acceptance of computer technology: a comparison of two theoretical models, Management Science, 35, 982, 10.1287/mnsc.35.8.982 · DOI · Paper page
  21. 2013, Are today's Millennials splintering into a new generational cohort? Maybe!, Journal of Consumer Behaviour, 12, 20, 10.1002/cb.1400 · DOI
  22. 2020, The multi-generation: generational differences in channel activity, International Journal of Retail & Distribution Management, 48, 395, 10.1108/IJRDM-06-2019-0196 · DOI
  23. 1991, Keeping an eye on the mirror: image and identity in organizational adaptation, Academic Management Journal, 34, 517
  24. 2020, Reaching the price conscious consumer: the impact of personality, generational cohort and social media use, Journal of Consumer Behavior, 20, 898, 10.1002/cb.1906 · DOI
  25. 1981, Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research, 18, 39
  26. 2011, The role of reciprocation in social network formation, with an application to LiveJournal, Social Networks, 35, 317
  27. 2013, The role of reciprocation in social network formation, with an application to LiveJournal, Social Networks, 35, 317, 10.1016/j.socnet.2013.03.003 · DOI
  28. 2003, Trust and TAM in online shopping: an integrated model, MIS Quarterly, 27, 51, 10.2307/30036519 · DOI · Paper page
  29. 2021, New rules of social media shopping: personality differences of U.S. Gen Z versus Gen X market mavens, Journal of Consumer Behaviour, 20, 884, 10.1002/cb.1893 · DOI
  30. 1960, The norm of reciprocity: a preliminary statement, American Sociological Review, 25, 161, 10.2307/2092623 · DOI · Paper page
  31. 2018, Linking social media to customer relationship management (CRM): a qualitative study on SMEs, Journal of Small Business & Entrepreneurship, 30, 193, 10.1080/08276331.2017.1399628 · DOI
  32. 2010, Multivariate Data Analysis
  33. 2016, A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)
  34. 2012, The impact of fraud prevention on bank-customer relationships: An empirical investigation in retail banking, International Journal of Bank Marketing, 30, 390, 10.1108/02652321211247435 · DOI
  35. 2008, Acceptance of blog usage: the roles of technology acceptance, social influence and knowledge sharing motivation, Information & Management, 45, 65, 10.1016/j.im.2007.11.001 · DOI
  36. 1998, Fit indices in covariance structure modeling: sensitivity to underparameterized model misspecification, Psychological Methods, 3, 424, 10.1037/1082-989X.3.4.424 · DOI · Paper page
  37. 2020, Millennial versus non-millennial users: context of customer engagement levels on Instagram stories (extended version), Journal of Life Economics, 7, 135, 10.15637/jlecon.7.009 · DOI
  38. 2021, How to measure social capital in an online brand community? A comparison of three social capital scales, Journal of Business Research, 131, 652, 10.1016/j.jbusres.2020.07.051 · DOI
  39. 2018, The effects of creating shared value (CSV) on the consumer self-brand connection: perspective of sustainable development, Corporate Social Responsibility and Environmental Management, 25, 1246, 10.1002/csr.1635 · DOI
  40. 2021, I trust what she's #endorsing on Instagram: moderating effects of parasocial interaction and social presence in fashion influencer marketing, Journal of Fashion Marketing and Management, 25, 665, 10.1108/JFMM-04-2020-0059 · DOI · Paper page
  41. 2010, Influences of retail brand trust, off-line patronage, clothing involvement and website quality on online apparel shopping intention, International Journal of Consumer Studies, 34, 627, 10.1111/j.1470-6431.2010.00871.x · DOI
  42. 2010, Understanding the role of an IT artifact in online service continuance: an extended perspective of user satisfaction, Computers in Human Behavior, 26, 353, 10.1016/j.chb.2009.11.006 · DOI
  43. 2005, Contributing knowledge to electronic knowledge repositories: an empirical investigation, MIS Quarterly, 29, 113, 10.2307/25148670 · DOI
  44. 2009, Trust and satisfaction, two stepping stones for successful e-commerce relationships: a longitudinal exploration, Information Systems Research, 20, 237, 10.1287/isre.1080.0188 · DOI · Paper page
  45. 2014, Social capital in the Chinese virtual community: impacts on the social shopping model for social media, Global Economic Review, 43, 3, 10.1080/1226508X.2014.884046 · DOI
  46. 2012, Which is more important in Internet shopping, perceived price or trust?, Electronic Commerce Research and Applications, 11, 241, 10.1016/j.elerap.2011.06.003 · DOI
  47. 2017, A meta-analysis of online trust relationships in e-commerce, Journal of Interactive Marketing, 38, 44, 10.1016/j.intmar.2017.01.001 · DOI · Paper page
  48. 2005, Antecedents of knowledge transfer from consultants to clients in enterprise system implementations, MIS Quarterly, 29, 59, 10.2307/25148668 · DOI
  49. 2019, Improving SMEs' competitiveness with the use of Instagram influencer advertising and eWOM, International Journal of Organizational Analysis, 27, 308, 10.1108/IJOA-04-2018-1406 · DOI
  50. 2010, Principles of Marketing
  51. 2008, Investigating antecedents and consequences of brand identification, Journal of Product & Brand Management, 17, 293, 10.1108/10610420810896059 · DOI
  52. 2020, Exploring the role of visual aesthetics and presentation modality in luxury fashion brand communication on Instagram, Journal of Fashion Marketing and Management, 24, 15
  53. 2008, Customer referral management: the implications of social networks, Services Industries Journal, 28, 669, 10.1080/02642060801988209 · DOI
  54. 2018, Instagram powers up more shopping and discovery, 6
  55. 2015, Reciprocity as a key concept for social media and society, Social Media + Society, 1, 205630511558033, 10.1177/2056305115580339 · DOI
  56. 2008, Elucidating individual intention to use interactive information technologies: the role of network externalities, International Journal of Electronic Commerce, 13, 85, 10.2753/JEC1086-4415130103 · DOI
  57. 2011, Why people use social networking sites: an empirical study integrating network externalities and motivation theory, Computers in Human Behavior, 27, 1152, 10.1016/j.chb.2010.12.009 · DOI · Paper page
  58. 2019, Exploring the determinants of Instagram as a social network for online consumer-brand relationship, Journal of Promotion Management, 25, 354, 10.1080/10496491.2019.1557814 · DOI
  59. 2021, A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub‑Saharan Africa, Journal of Brand Management, 28, 526
  60. 2017, The impact of perceived enjoyment, perceived reciprocal benefits and knowledge power on students' knowledge sharing through Facebook, The International Journal of Management Education, 15, 1, 10.1016/j.ijme.2016.11.002 · DOI
  61. 2010, The structure of reciprocity, Social Psychology Quarterly, 73, 119, 10.1177/0190272510369079 · DOI
  62. 1994, The commitment-trust theory of relationship marketing, Journal of Marketing, 58, 20, 10.1177/002224299405800302 · DOI · Paper page
  63. 1998, Social capital, intellectual capital, and the organizational advantage, Academy of Management Review, 23, 242, 10.2307/259373 · DOI · Paper page
  64. 2019, Determinants of customers' intentions to use hedonic networks: the case of Instagram, Journal of Retailing and Consumer Services, 46, 21, 10.1016/j.jretconser.2018.09.001 · DOI
  65. 2003, Cohort segmentation: an exploration of its validity, Journal of Business Research, 56, 979, 10.1016/S0148-2963(02)00268-0 · DOI
  66. 2009, Examining the role of international entrepreneurship, innovation and international market performance in SME internationalisation, European Journal of Marketing, 43, 1325, 10.1108/03090560910989911 · DOI
  67. 2009, Innovative marketing in SMEs, Journal of Strategic Marketing, 17, 383, 10.1080/09652540903216221 · DOI
  68. 2011, How much can you trust online information? Cues for perceived trustworthiness of consumer-generated online information, Journal of Interactive Marketing, 25, 67, 10.1016/j.intmar.2011.01.002 · DOI
  69. 2019, The influence of recommendations in social media on purchase intentions of Generations Y and Z, Organizations and Markets in Emerging Economies, 10, 227, 10.15388/omee.2019.10.12 · DOI
  70. 2009, Age differences in online social networking – A study of user profiles and the social capital divide among teenagers and older users in MySpace, Computers in Human Behavior, 25, 643, 10.1016/j.chb.2008.08.015 · DOI · Paper page
  71. 2017, Factors explaining user loyalty in a social media-based brand community, SA Journal of Information Management, 19, 10.4102/sajim.v19i1.744 · DOI
  72. 2000, Bowling Alone: The Collapse and Revival of American Community
  73. 2012, Social media's influence on business-to-business sales performance, Journal of Personal Selling and Sales Management, 32, 365, 10.2753/PSS0885-3134320306 · DOI
  74. 2016, How TOMS' “one day without shoes” campaign brings stakeholders together and co-creates value for the brand using Instagram as a platform, Journal of Fashion Marketing and Management, 20, 300, 10.1108/JFMM-10-2015-0082 · DOI
  75. 2004, Segmenting global markets by generational cohorts: determining motivations by age, Journal of Consumer Research, 4, 51, 10.1002/cb.157org/10.1108/07363761211206357 · DOI
  76. 2017, The missing link in building customer brand identification: the role of brand attractiveness, Tourism Management, 59, 640, 10.1016/j.tourman.2016.09.013 · DOI
  77. 2021, Using social media to navigate changing rural markets: the case of small community retail and service businesses, Journal of Small Business & Entrepreneurship, 33, 619, 10.1080/08276331.2021.1871711 · DOI
  78. 2019, Does mindset matter for using social networking sites? Understanding motivations for and uses of Instagram with growth versus fixed mindset, International Journal of Advertising, 38, 886, 10.1080/02650487.2019.1637614 · DOI
  79. 2020, Non‑boundaries of style represented in fashion Instagram: a social media platform as a digital space-time, Fashion and Textiles, 7, 1
  80. 1998, Social capital and value creation: the role of intrafirm networks, Academy of Management Journal, 41, 464, 10.2307/257085 · DOI
  81. 2013, The role of consumer-brand identification in building brand relationships, Journal of Business Research, 66, 53, 10.1016/j.jbusres.2011.07.022 · DOI
  82. 1998, Managers as initiators of trust: an exchange relationship framework for understanding managerial trustworthy behavior, Academy of Management Review, 23, 513, 10.2307/259292 · DOI
  83. 2006, On and off the 'Net: scales for social capital in an online era, Journal of Computer-Mediated Communication, 11, 593, 10.1111/j.1083-6101.2006.00029.x · DOI
  84. 2016, Technology acceptance in social media: review, synthesis and directions for future empirical research, Journal of Electronic Commerce Research, 17, 97
  85. 2021, Social capital and consumer happiness: toward an alternative explanation of consumer‑brand identification, Journal of Brand Management, 28, 481
  86. 2013, Social ties and user content generation: evidence from Flickr, Information Systems Research, 24, 71, 10.1287/isre.1120.0464 · DOI
  87. 2015, Factors influencing the use of social media by SMEs and its performance outcomes, Industrial Management & Data Systems, 115, 570, 10.1108/IMDS-07-2014-0205 · DOI
  88. 2016, Technology acceptance in social media: review, synthesis and directions for future empirical research, Journal of Electronic Commerce Research, 17, 97
  89. Bourdieu, P. (1986), “The forms of capital”, in Richardson, J.G. (Ed.), Handbook of Theory and Research for the Sociology of Education, Greenwood, London, pp. 241-258
  90. 1992, An Invitation to Reflexive Sociology
  91. 1999, The social capital of opinion leaders, The Annals of the American Academy of Political and Social Science, 566, 37, 10.1177/000271629956600104 · DOI
  92. 1988, Social capital in the creation of human capital, American Journal of Sociology, 94, 95, 10.1086/228943 · DOI · Paper page
  93. 2014, The roles of brand community and community engagement in building brand trust on social media, Computers in Human Behavior, 37, 152, 10.1016/j.chb.2014.04.016 · DOI
  94. 2019, Social media envy: how experience sharing on social networking sites drives millennials' aspirational tourism consumption, Journal of Travel Research, 58, 355, 10.1177/0047287518761615 · DOI
  95. 2015, The effects of value co-creation practices on building harmonious brand community and achieving brand loyalty on social media in China, Computers in Human Behavior, 48, 492, 10.1016/j.chb.2015.02.020 · DOI
  96. 2013, What factors influence millennials to like brand pages?, Journal of Marketing Analytics, 1, 127, 10.1057/jma.2013.12 · DOI
  97. 2017, Uses and gratifications of social networking sites for bridging and bonding social capital: a comparison of Facebook, Twitter, Instagram, and Snapchat, Computers in Human Behavior, 72, 115, 10.1016/j.chb.2017.02.041 · DOI · Paper page
  98. 2019, Fostering online relationships with brands through websites and social media brand pages, Journal of Promotion Management, 5, 379
  99. 2016, The effect of social media communication on consumer perceptions of brands, Journal of Marketing Communications, 22, 189, 10.1080/13527266.2013.871323 · DOI
  100. 2016, What drives electronic word-of-mouth on social networking sites? Perspectives of social capital and self-determination, Telematics and Informatics, 33, 1034, 10.1016/j.tele.2016.03.005 · DOI

Cited by

Sorted by citations

See all 26

Metadata

Authors
Kim, J., Leung, X. Y., & McKneely, B.
Affiliations
University of North Texas (US)
ORCID
Venue
Journal of Fashion Marketing and Management: An International Journal
Publisher
Emerald
Published
2023-02-02
Volume
27
Issue
6
Pages
988-1008
ISSN
1361-2026 (ISSN-L)
DOI
10.1108/jfmm-05-2021-0126
OpenAlex
W4318988780
Cited by
26
References
4
Citations by year
2026: 8 · 2025: 9 · 2024: 6 · 2023: 3
FWCI
11.22
Type
journal article
Language
en
Open access
closed
Licence
www.emerald.com/insight/site-policies (tdm)
Locations
Journal of Fashion Marketing and Management (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
Keywords
Instagram, social capital theory, shared values, reciprocity norms, social bonding, brand identification, brand trust, purchase intention, generational differences, perceived usefulness, perceived enjoyment, millennials, Generation Z, social media marketing

About these checks

Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.

Statistics and arithmetic are recomputed, not judged.

Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.

What counts as a claim ›How we measure confidence ›How we check this ›

Are you an author, or do you see a problem with this page? Request a review