Document Type
Article
Abstract
This study investigated how SNS advertising by Lululemon affected consumer purchase intention from the brand. The influence of specific ad traits such as informativeness, creativity, and emotional appeal, on attitude towards the advertisement, the influence of attitude towards the advertisement on willingness to engage with the brand and the influence of willingness to engage with the brand on purchase intention. A moderating effect of a sedentary or active lifestyle is tested. Also, the influence of perceived behavior of others on subjective norm, and the influence of subjective norm on willingness to engage with the brand were investigated. This study contributes to the breadth of knowledge that exists in the area of digital advertising and its impact on consumer purchase intention. The findings of this study lend further understanding in the digital advertising field by providing quality research and conclusions. These results will also provide insights to brands wanting to effectively create or continue digital and social media marketing campaigns, in a way that will drive consumer purchase intention.
Digital Object Identifier (DOI)
Publication Info
Published in Journal of Textile Science & Fashion Technology, Volume 10, Issue 3, 2024.
Rights
© All rights are reserved by Jiyeon Kim This work is licensed under Creative Commons Attribution 4.0 License.
APA Citation
Prigl, J., Kim, J., & Edwards, K. (2024). Investigating Consumer Purchase Intention of Athleisure Products: A Study of Lululemon’s SNS Ad. Journal of Textile Science & Fashion Technology.https://doi.org/10.33552/JTSFT.2024.10.000739