INVESTIGATING THE IMPACT OF INFLUENCERS, SOCIAL MEDIA USAGE AND SOCIAL STATUS ON FASHION LUXURY PURCHASE INTENTION: THE MEDIATING EFFECT OF BRAND RECOGNITION, THE CASE OF QATAR

Abstract

Consumer behavior can be asserted to be a key concept when considering customers' consumption patterns and buying intentions. The study articulates that the influences tend to increase the attractiveness and desirability of such products, increasing purchasing intentions. The study asserts that social media acts as an information search tool and enhances the formation of essential communities, influencing purchases. Social status increases a sense of belongingness and a need for affiliation with luxurious products, motivating the purchase of luxury fashion products. Accordingly, this thesis aims to investigate the factors that influence the purchase intentions of fashion luxury brands, including various variables such as the impact of trustworthiness and perceived credibility of influencers, used social media platforms, and information quality of social media usage. Furthermore, the study investigates perceived social status, attitude, and social value of social status on purchase intentions for fashion luxury brands. The study is grounded on four significant theories: the theory of planned behavior, the Hot-cold empathy theory, Maslow's motivation-needs theory, and the Engel-Kollat Blackwell model. However, it concentrates on the theory of planned behavior to enhance clarity and develop the role of purchasing intentions. The study integrates brand recognition as a mediator variable. The results revealed that the trustworthiness of influencers, Information quality of social media, perceived social status and attitude have a positive significant effect on the purchase intentions of fashion luxury brands. However, the perceived credibility of influencers, use of social media platforms, and social value did not show a significant impact.