The Influence of Instagram Post Aesthetic on the Purchase Intention of Sustainable Fashion
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2022-07-07
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en
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Abstract
The goal of this thesis was to find a classical or aesthetic aesthetic for brand generated content on social media that has the most positive effect on purchase intention of sustainable fashion for females in generation Z. To answer this question, an experimental study with eye-tracking was conducted to measure the visual attention that was paid to the Instagram posts. However, no significant effect was found on the type of aesthetic of visual attention that was paid by the participants. Fashion involvement was evaluated as a moderator for this relationship, however no significant moderation effect was found. Also, consumer engagement had no mediation effect on the relationship of attention on purchase intention. However, the expressive aesthetic was found to attract more attention compared to the classical aesthetic due to its higher level of complexity. Findings provide new insights in the practical and scientific field of marketing.
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Faculteit der Managementwetenschappen