Does online ideal self-matter? Consumer perceptions of online brand advertisement
The internet and online space have created numerous platforms for users to communicate and interact, where each platform provides access to different sources of information. The purpose of the study was to investigate the online ideal self and its influence on brand attitude and attachment towards c...
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Ümit Hacıoğlu
2021-08-01
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doaj-bb51a68c5bf8453d8d89baecab2db24d2021-08-08T17:06:09ZengÜmit HacıoğluInternational Journal of Research In Business and Social Science2147-44782021-08-01105112110.20525/ijrbs.v10i5.12581130Does online ideal self-matter? Consumer perceptions of online brand advertisementAimee Peta Waterson0Lebogang Mototo1Tinashe Chuchu2University of the WitwatersrandUniversity of Cape TownUniversity of the WitwatersrandThe internet and online space have created numerous platforms for users to communicate and interact, where each platform provides access to different sources of information. The purpose of the study was to investigate the online ideal self and its influence on brand attitude and attachment towards consumer purchase intention. A unique conceptual model was developed to test the proposed hypotheses of the study. Social media is one of the leading communication platforms that have emerged in the online space. Social media allows consumers and brands to interact in an informal manner from anywhere in the world. The study adopted a quantitative approach utilizing the survey method. Data was collected from 300 consumers. The data was then processed in SPSS 24 for descriptive statistics and AMOS 24 for hypotheses testing. A key finding suggests that social media consumers’ attachment is considerably dependent on their attitudes towards those brands. Brands can use social media to receive real-time feedback from customers as well as track this feedback. Implications emerged from the findings and further research direction is proposed.https://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/1258onlineideal selfbrand attitudeattachmentconsumerspurchase intention |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Aimee Peta Waterson Lebogang Mototo Tinashe Chuchu |
spellingShingle |
Aimee Peta Waterson Lebogang Mototo Tinashe Chuchu Does online ideal self-matter? Consumer perceptions of online brand advertisement International Journal of Research In Business and Social Science online ideal self brand attitude attachment consumers purchase intention |
author_facet |
Aimee Peta Waterson Lebogang Mototo Tinashe Chuchu |
author_sort |
Aimee Peta Waterson |
title |
Does online ideal self-matter? Consumer perceptions of online brand advertisement |
title_short |
Does online ideal self-matter? Consumer perceptions of online brand advertisement |
title_full |
Does online ideal self-matter? Consumer perceptions of online brand advertisement |
title_fullStr |
Does online ideal self-matter? Consumer perceptions of online brand advertisement |
title_full_unstemmed |
Does online ideal self-matter? Consumer perceptions of online brand advertisement |
title_sort |
does online ideal self-matter? consumer perceptions of online brand advertisement |
publisher |
Ümit Hacıoğlu |
series |
International Journal of Research In Business and Social Science |
issn |
2147-4478 |
publishDate |
2021-08-01 |
description |
The internet and online space have created numerous platforms for users to communicate and interact, where each platform provides access to different sources of information. The purpose of the study was to investigate the online ideal self and its influence on brand attitude and attachment towards consumer purchase intention. A unique conceptual model was developed to test the proposed hypotheses of the study. Social media is one of the leading communication platforms that have emerged in the online space. Social media allows consumers and brands to interact in an informal manner from anywhere in the world. The study adopted a quantitative approach utilizing the survey method. Data was collected from 300 consumers. The data was then processed in SPSS 24 for descriptive statistics and AMOS 24 for hypotheses testing. A key finding suggests that social media consumers’ attachment is considerably dependent on their attitudes towards those brands. Brands can use social media to receive real-time feedback from customers as well as track this feedback. Implications emerged from the findings and further research direction is proposed. |
topic |
online ideal self brand attitude attachment consumers purchase intention |
url |
https://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/1258 |
work_keys_str_mv |
AT aimeepetawaterson doesonlineidealselfmatterconsumerperceptionsofonlinebrandadvertisement AT lebogangmototo doesonlineidealselfmatterconsumerperceptionsofonlinebrandadvertisement AT tinashechuchu doesonlineidealselfmatterconsumerperceptionsofonlinebrandadvertisement |
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