Brand Identity and Social Media Impact Customer Decisions: Mediating Personality, Moderating Self-Congruence in Fashion

Abstract

This research explores how brand identity, social media marketing activities and customer loyalty influences customer decision making in the B2C retail consumer electronics market in Pakistan with brand personality as a mediator and self-congruence as a moderator. The respondents were sampled (300 in urban and semi-urban areas) using quantitative methods to complete structured questionnaires. The relationships were analyzed using structural equation modeling (PLS-SEM) which is a partial least squares method. Findings showed that brand identity and social media marketing activities and customer loyalty had significant positive impacts on brand personality, which in turn, had an impact on customer decision-making. The brand personality-customer decision making relationship was moderated by self-congruence. The results can offer practical implications for marketers for improving customer interactions and decision-making.