Structural Model Fitting of Commercial Advertising on Celebrity Social Media Accounts and Its Impact on Users’ Purchase Motivation: A Case Study in the Apparel Industry
Keywords:
clothing industry, social networks, Commercial advertisingAbstract
This study aimed to investigate the impact of commercial advertising via celebrity social media accounts on users’ purchase motivation in Iraq’s apparel industry.
Methodology: A mixed-methods design was employed. In the qualitative phase, grounded theory was used to analyze data from interviews with 17 experts, utilizing MaxQDA (v2024). In the quantitative phase, data from a survey of 384 active social media users were analyzed using structural equation modeling (SEM) with SmartPLS4. Reliability and validity of measurement tools were assessed through AVE, Cronbach’s alpha, and composite reliability indices.
Findings: Inferential analyses showed that influencer commitment, online competencies, and online constraints significantly and positively influenced both strategic and adaptive account management. These account management practices, in turn, positively impacted consumer cognition and attitudes, ultimately enhancing purchase motivation. The model demonstrated strong fit with a GOF index of 0.665 and R² values ranging from 0.77 to 0.79, indicating high predictive accuracy.
Conclusion: The findings underscore the strategic significance of leveraging influencers on social media to shape consumer attitudes and elevate purchase motivation. Brands are advised to adopt a data-driven approach when selecting influencers and implement integrative management for promotional accounts to optimize advertising outcomes.
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Copyright (c) 2025 Mugheeth Saad Alwan Al-Khafaji, Siamak Korang Beheshti, Haider Falah Zaeid Almashkheel, Mojtaba Aghajani (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
