Journal of Textile Science and Technology

Journal of Textile Science and Technology

Multifaceted Attractiveness of Social Media in Online Apparel Shopping: A Qualitative-Quantitative Assessment of Users’ Latent Attitudes

Document Type : Research/ Original/ Regular Article

Author
Elham Fazeli Veisari
Department of Management and accounting, To.c., Islamic Azad University, Tonekabon, Iran.
10.22034/jtst.2026.561896.1528
Abstract
This research investigates the constructive role of online attractiveness on social media presence and influence within the apparel industry. The methodology employed is a mixed-methods approach. The initial qualitative phase involved content analysis and projective technique interviews, targeting purposefully selected experts, utilizing MAXQDA software. The second quantitative phase used Confirmatory Factor Analysis (CFA) to determine the strength of relationships between factors and examine the validity of each construct, employing PLS (Partial Least Squares) software. The statistical population for the quantitative segment comprised all social media users in Mazandaran Province who shop online for apparel. Considering the population as infinite, the sample size was determined to be 384 individuals based on Cochran’s formula. Qualitative findings identified online attractiveness comprising four components: website appeal and ease of access, frequency and variety of goods and brands, purchasing accuracy, and prestige. In the quantitative phase, findings demonstrated that online attractiveness has a strong influence ( -Value=42/72) on presence across platforms, with Instagram securing the highest priority. Ultimately, the proposed four-component conceptual model offers a systematic framework for apparel industry managers to strategically enhance their brand influence in the digital sphere by focusing on optimizing “online attractiveness” on key platforms; this underscores the necessity of an integrated approach based on these four core components.
Keywords
Online attractiveness
online business
prioritizing social platforms
digital marketing
apparel industry
Subjects
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  • Receive Date 24 November 2025
  • Revise Date 27 January 2026
  • Accept Date 02 February 2026