ORIENTATION : This research examined the influence of motives and engagement on brand
attitudes and the influence thereof on buying intentions in the context of online social media
RESEARCH PURPOSE : The primary purpose was to investigate the interrelationship between
motives, engagement, brand attitudes and buying intent of female Facebook brand apparel
community members in South Africa.
MOTIVATION FOR THE STUDY : Social media created a new tool for marketers to break through
advertising clutter. Scholars assert that the influence of social media brand communities on
consumers’ attitudes, behaviour and intentions need to be studied, and such research should
be applied to a specific industry.
RESEARCH DESIGN, APPROACH AND METHOD : A total of 333 female apparel brand community
members on Facebook completed a quantitative, structured online survey. Structural equation
modelling (SEM) was used to investigate the interrelationship between the constructs.
MAIN FINDINGS : The results indicated significant relationships between some of the hypothesised
constructs, namely hedonic motives and brand attitude, as well as brand attitude and buying
PRACTICAL/MANAGERIAL IMPLICATIONS : The findings suggested marketers should create entertaining
and useful brand community experiences, as that would lead to favourable attitudes, and
positively influence buying intention. Suggestions for marketers to use this platform effectively to
engage community members were provided.
CONTRIBUTION : The research contributed to the limited knowledge on brand community
behaviour on Facebook in an emerging market context. This research examined female
consumers, an influential segment of social media users. It provided empirical support for the
I.l.R. was a Masters’ student in the Department of Marketing
Management. T.M. was the study leader.