The Impact of Social Media Marketing on Consumers’ Purchase Intention in Fast Fashion Apparel: A Dual Mediation Model of Brand Trust and Consumer Engagement

Zongyi Zhou; Xuegang Zhan

doi:10.54097/t0r1ac04

Authors

Zongyi Zhou
Xuegang Zhan

DOI:

https://doi.org/10.54097/t0r1ac04

Keywords:

Social media marketing, purchase intention, brand trust, consumer engagement, fast fashion apparel

Abstract

This study explores how social media marketing influences consumers’ purchase intention in the fast fashion apparel industry. Based on the S-O-R theory, a dual mediation model was constructed with brand trust and consumer engagement as mediators. Quantitative data from 200 valid online questionnaires were analyzed using SPSS. Results show that content quality, interactivity, and promotional activities all positively affect purchase intention, with interactivity having the strongest effect. Brand trust and consumer engagement play partial mediating roles, while content quality does not significantly affect consumer engagement. This study extends the S-O-R model and provides practical implications for fast fashion apparel brands.

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