Merchandising/Marketing/Retailing: Branding

What Do Instagram Likes Mean? How Social Media Relates to Consumer Equity and Its Drivers

Authors: NIgel AR Joseph (Washington State University) , Jihyeong Son (Washington State University) , Vicki McCracken (Washington State University)

Abstract

This exploratory study examined how consumers’ enthusiasm for interacting with fashion brands on social media affects their purchase loyalty to those brands. Findings confirmed only the hypothesized relationship between brand equity and CLV, whereas value equity had a negative relationship between value equity and CLV. A total of 394 university students completed the questionnaire after interacting with the 12 selected images. Relationship equity was not found to be a significant predictor of CLV. Thus, brand equity could be the main driver for fashion brands on social media.

Keywords: Customer Lifetime Value, Consumer equity

How to Cite: Joseph, N. A. , Son, J. & McCracken, V. (2019) “What Do Instagram Likes Mean? How Social Media Relates to Consumer Equity and Its Drivers”, International Textile and Apparel Association Annual Conference Proceedings. 76(1). doi: https://doi.org/10.31274/itaa.10230