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My Identity Is My Connection: Establishing Congruity Among Consumers and Fitness Tech Brands on Social Media /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	My Identity Is My Connection: Establishing Congruity Among Consumers and Fitness Tech Brands on Social Media // Paige Scro.
作者:	Scro, Paige,
面頁冊數:	1 electronic resource (127 pages)
附註:	Source: Dissertations Abstracts International, Volume: 86-08, Section: A.
Contained By:	Dissertations Abstracts International86-08A.
標題:	Fashion. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31562872
ISBN:	9798304912815

My Identity Is My Connection: Establishing Congruity Among Consumers and Fitness Tech Brands on Social Media /
Scro, Paige,

My Identity Is My Connection: Establishing Congruity Among Consumers and Fitness Tech Brands on Social Media /Paige Scro. - 1 electronic resource (127 pages)

Source: Dissertations Abstracts International, Volume: 86-08, Section: A.

Over the past few years consumers are turning to fitness tech brands to maintain their physical fitness through specific tools such as intelligent exercising equipment, apps, wearable technologies, and augmented or virtual reality. To connect with their consumers beyond workouts with the hopes of establishing communities in which members can support each other as well as their brand, fitness tech brands have relied heavily on the use of specially crafted social media message communications. Particularly, the use of hashtags and images in these social media messages not only provides consumers a way to search for fitness tech brands, but also a mean to connect with and interact with them on a more personal level. Past research has established that social media platforms effectively help develop a sense of community for consumers through the prescience of constant communication, the formation of social connections, and interpersonal commitment among its users (Ryan et al., 2017). However, it appears that no empirical research to date has investigated the current practices of fitness tech brands and their use of Instagram as part of their social media message communication marketing strategies. Therefore, to address this gap, the present study examined how fitness tech brands establish a sense of community, brand attitude, and purchase intention among consumers through building brand identification using social media message communication. Social identity theory was used as the overarching theoretical foundation for this study in order to examine the effects of varying constructions of social media posts (i.e., hashtags and images) on a consumer's sense of self. More specifically, this study examined the effects of these carefully crafted social media posts on the formation of harmony between a consumer's self-concept and a brand's image (i.e., self-congruity), which often leads to a sense of connection with a brand (Sirgy, 1985).Using researcher-developed mockup Instagram posts as stimuli, an experimental design with two factors and three levels within each factor was employed. A total of nine Instagram treatments were developed through two pretests. Data for the main study were collected through an online survey distributed via Prolific. The targeted audience of the study was U.S. female Instagram users aged 18 and older. A total of 574 usable responses was used for analyzing data using structural equation modeling (SEM). Data analysis involved testing a measurement model through confirmatory factor analysis (CFA) and a structural model testing the hypotheses.After completing the CFA, online brand community engagement dropped due to multicollinearity issues. Therefore, an alternative model was proposed and tested. Results indicate that social media messages that contain images, rather than hashtags, strongly influence self-congruity. Furthermore, brand attitude and purchase intention are positively influenced when self-congruity is established. Moreover, behavioral intentions were significantly associated with establishing harmony and a sense of oneness with a brand (i.e., bran identification). The present study contributes to a large body of literature on social media messages communication by demonstrating the role of carefully crafted social media marketing messages in affecting self-congruity, as well as the as the ripple effects self-congruity on desired consumer behavior outcomes. The findings of the study offer practical insights for fitness tech marketing managers to develop social media messages that are constructed in a way that bridges the gap between consumer identity and brand image. Furthermore, the present study highlights the need for fitness tech brands to take advantage of social media messages to connect with their consumers on a more personal level, which can result in the continuous building of their brand communities.

English

ISBN: 9798304912815Subjects--Topical Terms:

549143
Fashion.
Subjects--Index Terms:

Consumer behavior

My Identity Is My Connection: Establishing Congruity Among Consumers and Fitness Tech Brands on Social Media /
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520 $a Over the past few years consumers are turning to fitness tech brands to maintain their physical fitness through specific tools such as intelligent exercising equipment, apps, wearable technologies, and augmented or virtual reality. To connect with their consumers beyond workouts with the hopes of establishing communities in which members can support each other as well as their brand, fitness tech brands have relied heavily on the use of specially crafted social media message communications. Particularly, the use of hashtags and images in these social media messages not only provides consumers a way to search for fitness tech brands, but also a mean to connect with and interact with them on a more personal level. Past research has established that social media platforms effectively help develop a sense of community for consumers through the prescience of constant communication, the formation of social connections, and interpersonal commitment among its users (Ryan et al., 2017). However, it appears that no empirical research to date has investigated the current practices of fitness tech brands and their use of Instagram as part of their social media message communication marketing strategies. Therefore, to address this gap, the present study examined how fitness tech brands establish a sense of community, brand attitude, and purchase intention among consumers through building brand identification using social media message communication. Social identity theory was used as the overarching theoretical foundation for this study in order to examine the effects of varying constructions of social media posts (i.e., hashtags and images) on a consumer's sense of self. More specifically, this study examined the effects of these carefully crafted social media posts on the formation of harmony between a consumer's self-concept and a brand's image (i.e., self-congruity), which often leads to a sense of connection with a brand (Sirgy, 1985).Using researcher-developed mockup Instagram posts as stimuli, an experimental design with two factors and three levels within each factor was employed. A total of nine Instagram treatments were developed through two pretests. Data for the main study were collected through an online survey distributed via Prolific. The targeted audience of the study was U.S. female Instagram users aged 18 and older. A total of 574 usable responses was used for analyzing data using structural equation modeling (SEM). Data analysis involved testing a measurement model through confirmatory factor analysis (CFA) and a structural model testing the hypotheses.After completing the CFA, online brand community engagement dropped due to multicollinearity issues. Therefore, an alternative model was proposed and tested. Results indicate that social media messages that contain images, rather than hashtags, strongly influence self-congruity. Furthermore, brand attitude and purchase intention are positively influenced when self-congruity is established. Moreover, behavioral intentions were significantly associated with establishing harmony and a sense of oneness with a brand (i.e., bran identification). The present study contributes to a large body of literature on social media messages communication by demonstrating the role of carefully crafted social media marketing messages in affecting self-congruity, as well as the as the ripple effects self-congruity on desired consumer behavior outcomes. The findings of the study offer practical insights for fitness tech marketing managers to develop social media messages that are constructed in a way that bridges the gap between consumer identity and brand image. Furthermore, the present study highlights the need for fitness tech brands to take advantage of social media messages to connect with their consumers on a more personal level, which can result in the continuous building of their brand communities.
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