Effects of Social Media Entertainment, e-WOM and Trendiness on Fashion Consumers Purchase Intention: A Stimulus–Organism–Response Perspective

Md Yousof Talukdar, Liu Lixian, Md Kowsar Alam Sarkar

Social media marketing, Entertainment, e-WOM, Trendiness, Brand engagement, Purchase intention.

This study examines the relationships between social media marketing stimuli—namely entertainment, electronic word of mouth, and trendiness—and fashion consumers' purchase intentions, with brand engagement serving as a mediating variable within the Stimulus-Organism-Response (SOR) framework. Data were collected from fashion consumers in Bangladesh using a cross sectional survey and a convenience sampling technique. A total of 270 valid responses were analyzed. Data analysis was conducted using IBM SPSS Statistics through reliability, correlation, and regression analyses. Mediation effects were examined using bootstrapping procedures with PROCESS Macro.

Received: 25 Jan 2026, Received in revised form: 23 Feb 2026, Accepted: 28 Feb 2026, Available online: 05 Mar 2026

10.22161/ijaers.133.1