Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model

Purpose This study aims to examine in which circumstances consumer’s self-congruity moderates the indirect influence of consumer-based brand equity (mediating role) relationship between firm-created and user-generated social media content intention purchase fashion products. Design/methodology/approach In this study, authors carried out an online survey with users brands collected data from 622 participants across two samples investigate whether consumers’ perceptions mediate brand-related communication created by both firms buy brands. The is further moderated self-congruity. Findings results indicate that mediates intentions products, types intentions, such higher/lower levels strengthen/weaken impact on intentions. Originality/value contributes business marketing literature exploring how communication, branding align individual’s self-concept buying behaviour.