RT Journal Article
T1 Social media brand communication’s influence on brand equity in the fashion industry: The effect of youths’ hedonic expectations.
A1 Costa Feito, Aroa
A1 Bermúdez-González, Guillermo José
A1 Rodríguez-Santos, Carmen
A1 Crespo-Melcó, Paula
K1 Marcas (Marketing)
K1 Contenidos generados por los usuarios
K1 Moda - Industria
AB PurposeThis study sought to analyze online content's effect on fashion brands for Generation Z consumers. Hedonic expectations (HE) were added to the model to provide a deeper understanding.Design/methodology/approachA total of 203 valid questionnaires were collected from Generation Z respondents. The data analysis used partial least squares-structural equation modeling to clarify the relationships in the proposed model.FindingsWhile increased brand awareness (BAW) is created through firm-created content and user-generated content, brand loyalty (BL) and perceived quality (PQ) are mainly influenced by company-generated content. In addition, Generation Z's HE associated with brands are crucial to these consumers' BAW and PQ.Practical implicationsFashion brands are trying to reach Generation Z but are having difficulty engaging these individuals and determining how to reach this target and which online content to develop. The results provide insights into ways to overcome these challenges. Depending on brands' objectives, different strategies need to be used. For more BL, direct-to-consumer communication should be emphasized, while for BAW, the best strategy is to combine airing branding videos that communicate emotions and surpass expectations with organic posts.Originality/valueThe findings update researchers' understanding of brand equity to incorporate current online communication scenarios including diverse content's effects on this equity's different components. HE are shown to be a key factor affecting brand equity.
PB Emerald
YR 2025
FD 2025
LK https://hdl.handle.net/10630/40654
UL https://hdl.handle.net/10630/40654
LA eng
NO Costa-Feito, A., Bermúdez-González, G., Rodríguez-Santos, C., & Crespo-Melcó, P. (2025). Social media brand communication's influence on brand equity in the fashion industry: the effect of youths' hedonic expectations. Academia Revista Latinoamericana de Administración, 1-18.
NO https://openpolicyfinder.jisc.ac.uk/id/publication/23862
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 21 ene 2026