Effects of social media brand-related content on fashion products buying behaviour - a moderated mediation model

Purpose This study aims to examine in which circumstances consumer's self-congruity moderates the indirect influence of consumer-based brand equity (mediating role) in the relationship between firm-created and user-generated social media content and intention to purchase fashion products. Design/methodology/approach In this study, the authors carried out an online survey with social media users of fashion brands and collected data from 622 participants across two samples to investigate whether consumers' perceptions of equity of fashion brands mediate the relationship between social media brand-related communication created by both firms and users and the intention to buy the fashion brands. The indirect relationship is further moderated by self-congruity. Findings The results indicate that brand equity mediates the relationship between social media communication and purchase intentions of fashion products, and self-congruity moderates the relationship between social media communication types and purchase intentions, such that higher/lower levels of self-congruity strengthen/weaken the impact of social media communication on purchase intentions. Originality/value This study contributes to the business and marketing literature by exploring how social media communication, branding and fashion align with the individual's self-concept and buying behaviour.