The Impact of Brand Lifestyle Marketing on Purchase Intention with the Mediating Role of Attention to Advertisements and the Moderating Role of Price Consciousness among Generation Z Instagram Clothing Brand Users

In the contemporary era, lifestyle can be considered one of the factors influencing purchase intention. The present study aimed at understanding how lifestyle-based marketing impacts consumer purchase intention. Specifically, attention was paid to an advertisement and the price regards in this context; specifically, among Generation Z consumers following clothing brands on Instagram Generation Z college students belonging to three faculties at the Islamic Azad University, Najafabad Branch, were selected as the study population. These faculties include Human Sciences, Arts & Urbanism, and Law and Theology. A total of ۱۴,۶۴۵ students have been found within the above faculties out of which a sample of ۳۹۵ students was selected using the stratified sampling method. They were requested to fill out an originally designed questionnaire, which was validated by experienced professors and experts and showed high reliability: Cronbach's alpha was above ۰.۷. The findings of this research showed that lifestyle marketing does not have an impact on purchase intention, with the mediating role of attention to advertisements and the moderating role of price consciousness among Generation Z Instagram clothing brand users.

کلیدواژه ها:

Brand Lifestyle Marketing ، Attention to Advertisements ، Purchase Intention ، Price Consciousness