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Original or counterfeit luxury fashion brands? The eff ect of social media on purchase intention
Maria Cristina Morra,Valeria Gelosa,Francesca Ceruti,Alice Mazzucchelli 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.1
Italy is the country most aff ected by the counterfeit phenomenon in Europe. In the fi eld of luxury fashion brands, the relationship between social media marketing (SMM) and consumers’ intention to purchase counterfeit products is still little analyzed. The aim of this pioneering work is to investigate the net impact of SMM communication, user-generated content (UGC), and fi rm-created content (FCC), on overall brand equity (OBE) and on intention to buy original and counterfeit luxury fashion brands. Findings based on 198 Italian undergraduate students indicate a positive eff ect of UGC on both OBE and purchase intention of counterfeit products, while purchase intention of original luxury fashion brands is positively aff ected by OBE and FCC. The last relationship is confi rmed when UGC register a low appreciation by users. This study is signifi cant for both academics and practitioners, extending the scope of antecedents infl uencing the purchase intention of both original and counterfeit luxury fashion products. Findings reveal the fundamental role of UGC as a tool that fi rms have to manage and monitor due to their moderating eff ect in the relationship between FCC and intention to buy original luxury fashion brands. This study contributes to providing implications for developing social media brand communications strategies.
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