We can see who you are! Reflections of Social Visibility of Consumption on Consumer-Brand Identity, WOM Communication, and Brand Loyalty

This research examines the effect of social visibility of consumption on consumer-brand identity, word-of-mouth communication and repurchase intention in a social identity. The universe of this study consisted of female consumers who follow the five most popular hijab clothing brands in Turkey (Nihan, Kayra, Tuğba, Aker, and Armine) on social media. Convenience sampling method was used. Research data obtained through online surveys shared on Facebook and Instagram with 748 consumers. The obtained data were analyzed using Structural Equation Modelling (SEM). It was determined that the social appearance of consumption affects consumer brand identity, word-ofmouth communication, and repurchase intention positively in female consumers with conservative social identity. Word-of-mouth communications are more effective than social identity and consumer brand identity on the repurchase intentions of female consumers with conservative social identity. Results show that hijab brands should attach importance to activities aimed at overlapping themselves with the social identities of conservative consumers.