An Empirical Structural Equation Modeling Study of Social Media’s Impact on Jewelry Consumer Experience

Yuanchun  Xu; Erming  Xu

doi:10.60027/iarj.2026.e295907

ผู้แต่ง

Yuanchun Xu Panyapiwat Institute of Management, Thailand https://orcid.org/0009-0000-1104-6205
Erming Xu Panyapiwat Institute of Management, Thailand https://orcid.org/0009-0000-2033-8947

DOI:

https://doi.org/10.60027/iarj.2026.e295907

คำสำคัญ:

Social Media, Jewelry Purchasing Experience, Strategic Management, Brand Identification, Brand Loyalty

บทคัดย่อ

Background and Aims: Digital transformation are profoundly reshaping consumer behavior and competitive dynamics in the jewelry industry. This study examines how social media is associated with jewelry purchasing experience through functional value and emotional value, and further tests the roles of brand identification as a mediating mechanism and brand loyalty as a boundary condition (moderator).

Methodology: A quantitative survey design was adopted. A total of 483 valid questionnaires were collected via online platforms to test the structural model using SEM.

Results: Structural Equation Modeling (SEM) results show significant positive associations between social media dimensions and jewelry purchasing experience, with functional value and emotional value serving as key mechanisms. The indirect (mediated) association via brand identification is statistically significant. In addition, brand loyalty strengthens the association between social media and the jewelry purchasing experience.

Conclusion: Theoretically, this study integrates social media into the Resource-Based View (RBV) framework as an intangible strategic resource. It also verifies the applicability of the experience economy framework in luxury consumption. For practice, the study proposes four strategic paths for jewelry enterprises: information transparency, immersive experience design, symbolic narrative communication, and loyalty cultivation. These paths aim to achieve sustainable competitive advantage.

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