Measuring Consumer's Attitude Towards Fast-Fashion Brand Social Media Marketing: Case in Indonesia

  • Catharina Greecesanta H
  • Eristia Lidia Paramita


Social Media existence has made the whole world change. With the massive development of social media, communication between consumers and company have transformed. Social media become the main tool for companies to get the best way to market their product and range more customers globally. Now it’s the era of social media marketing playing an important role and along with it, the attitudes of customers will affect companies through their social media usage. The purpose of this study is to measure the consumer attitudes of different groups toward social media marketing based on 5 constructs of social media marketing to find out which construct is most effective and less effective. Afterward, it can help companies to identify and evaluate which construct will strengthen to achieve the effectiveness of companies' social media marketing.


Carmines, E. G., & Zeller, R. A. (1979). Reliability. In Reliability and Validity Assessment, . SAGE.
Castronovo Johnson, C., Inc Toronto, J., & Lei Huang, C. (2012). Social Media in an Alternative Marketing Communication Model.
Chen, M.-F. (2007). Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits. Food Quality and Preference, 18(7), 1008–1021.
Chung, C., & Austria, K. (2010). Social Media Gratification and Attitude toward Social Media Marketing Messages: A Study of the Effect of Social Media Marketing Messages on Online Shopping Value. . Proceedings of the Northeast Business & Economics Association, 1(1), 581–586.
Cone Communications. (2008, March 1). Business in social media study. h-blog/2008- business-in-social-media-study.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aielo, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841.
Irshad, M., & Sakil Ahmad, M. (2019). Investigating the Determinants of Consumers’ Attitude towards Social Media Marketing: Moderating Role of Gender. Journal Electronic Customer Relationship Management, 9(4).
Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486.
Kuchinka, D. G. J., Balasz, S., Dan Gavriletea, M., & Djokic, B.-B. (2018). Consumer Attitudes toward Sustainable Development and Risk to Brand Loyalty. Journal Sustainability, 10.
Loeb, S., Dynarski, S., McFarland, D., Morris, P., Reardon, S., & Reber, S. (2017). Why Should Anyone Care about Descriptive Analysis? . In Descriptive Analysis in Education: A guide for researchers : Vol. NCEE 2017-4023 (pp. 1–2). U.S. Department of Education, Institute of Education Sciences, National Center for Education Evaluation and Regional Assistance.
Madni, G. R. (2014). Consumer’s Behavior and Effectiveness of Social Media. Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc, 14.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365.
McCrea, L. (2013). “Successful social media examples by fashion brands: Apply their success to your business”,. media-examples-by-fashion-brands-apply-their-success-to-your-business,
Motwani, D., Shrimali, Dr. D., & Agarwal, Ms. K. (2014). Customers’ Attitude towards Social Media Marketing in India. Journal of Business Management & Social Sciences Research, 3(4), 12–16.
Mukherjee, K., & Banerjee, N. (2017). Effect of Social Networking Advertisements on Shaping Consumers’ Attitude. Journal If International Management Institute, 18(5).
Nabil Iblasi, W., Bader, D. M., & Ahmad Al-Qreini, S. (2016). The Impact of Social Media as a Marketing Tool on Purchasing Decisions (Case Study on SAMSUNG for Electrical Home Appliances). International Journal of Managerial Studies and Research (IJMSR), 4(1), 14–28.
Oke, A., & Kamolshotiros, P. (2016). Consumer Behavior towards Decision Making and Loyalty to Particular Brands. International Review of Management and Marketing, 6(4), 43–52.
Onofrei, G., Filieri, R., & Kennedy, L. (2022). Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors. Journal of Business Research, 142, 100–112.
Phillips, M., McFadden, D. T., & Sullins, M. (2010). How effective is social networking for direct marketers. Journal of Food Distribution Research, 41(1), 1–5.
Solis, B. (2007, February). Defining Social Media. Http://Www.Briansolis.Com/2007/06/Defining-Social-Media/.
Statista. (2022). Most popular social networks worldwide as of January 2022, ranked by number of monthly active users.
Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kunaitatif, Kualitatif dan R&D.
T. Carr, C., & Hayes, R. A. (2015). Social Media: Defining, Developing, and Divining. Atlantic Journal of Communication, 23(1), 46–65.
Taherdoost, H. (2016). Validity and Reliability of the Research Instrument; How to Test the Validation of a Questionnaire/Survey in a Research. International Journal of Academic Research in Management , 5(3), 28–36.
Taprial, V., & Kanwar, P. (2012). Classification of Social Media. In Understanding Social Media (p. 30). London Business School.
Tuten, T. L., & Solomon, M. R. (2015). Social media marketing, 2nd edition. SAGE.
Yilmaz, H., & Enginkaya, E. (2015). Brand followers: Motivations and attitudes of consumers to follow brands in social media. International Journal of Internet Marketing and Advertising, 9(1).
How to Cite
H, Catharina Greecesanta; PARAMITA, Eristia Lidia. Measuring Consumer's Attitude Towards Fast-Fashion Brand Social Media Marketing: Case in Indonesia. International Journal of Business and Technology Management, [S.l.], v. 5, n. 1, p. 55-62, mar. 2023. ISSN 2682-7646. Available at: <>. Date accessed: 10 june 2023.