Moderating effects of demographic profile (income and religion) on the relationship between facebook intensity and youths Purchase intention in fashion apparel

Abstract

The study examines the relationship between Facebook intensity and youths’ willingness to buy fashion apparel in Zimbabwe, considering the moderating effects of income and religion. A survey of youths aged 18-35 explores how Facebook usage influences fashion purchase decisions, integrating experiential marketing dimensions (sensory, emotional, cognitive, behavioural and social). The research investigates how income and religion affect this relationship, providing insights for fashion marketers targeting Zimbabwean youths on Facebook. Key findings highlight the role of experiential marketing in driving online fashion purchases among youths hence offering practical implications for fashion brands and social media marketers.