Consumer (brand) happiness of premium fashion brands and value consciousness: The case of clothing and footwear for Gen X and Gen Z as shoppers via digital platforms

Abstract

This article explores consumer behavior when buying premium fashion brands like clothing and shoes to display their social status via digital platforms, which established a correlation between “masstige” (mass prestige) and brand satisfaction, and how one’s social self-ideal and self-awareness affect this connection, this study will scrutinize the shopping tendencies of two generations of consumers: Gen Z and Gen X, both known for being discerning shoppers. We received 607 responses, and 347 were completed by consumers who use gamified mobile apps on digital platforms to purchase high-end fashion brands to showcase their social status. This study is exceptional in exploring (1) how consumers experience using mass premium brands that offer prestige and (2) how different generations pursue this value. The article provides interesting theoretical and managerial implications to marketing analytics and societal implications of high interest for marketing academia and marketing managers.

Introduction

Ensuring consumer satisfaction is paramount for businesses and buyers alike. Consumer happiness, especially for mass prestige brands, has become significant in consumer behavior literature. Currently, consumers have a diverse set of needs beyond just fulfilling basic physical requirements (Kumar et al. 2021). With the rise in purchasing power among individuals, many companies have implemented the masstige positioning strategy (Paul 2019), enabling the masses to access luxury products at reasonable prices. This approach has made it possible for people to attain prestige through purchasing affordable luxury products.

Researchers have investigated consumer behavior and satisfaction for years, leading to Silverstein and Fiske’s (2003) introduction of the masstige theory. Companies have since adopted this theory to increase revenue and satisfy customers through their products and services. By examining the behavior of a particular social status group that uses digital channels, businesses can successfully implement the masstige strategy to achieve high profits.

Previous studies have focused extensively on finding relationships between variables that predict happiness and engagement; the most recent published consumer behavior works are focused on

• 1. Brand relationships with consumers (e.g., Lopez 2021);

• 2. Passive and active engagement impact on consumer happiness and purchase intentions (e.g., de Azambuja et al. 2023); and

• 3. Motivations for self-representation and avoidance of negative comments from others trigger the low-key conspicuous behavior affecting consumers' short-term happiness through perceived self-image and interpersonal relationships (e.g., Chen et al. 2021).

This study aims to delve into consumer behavior regarding the purchase of premium fashion brands, specifically clothing and footwear, for social status consumption through various digital platforms focusing on the Gen Z and Gen X demographics, which are value-conscious shoppers, through the “Masstige Theory” and the “Masstige brand happiness model”. At the same time, Sadana and Sharma (2021) have explored the engagement of young consumers with digital platforms, and the recent work of Leclercq (2022) underlines the role of gamification in delivering high-quality experiences. According to Halim et al. (2021), Sadana and Sharma (2021), and Goldring and Azab (2021), the term “digital platforms” refers to a system of interfaces constituting a commercial network that encompasses mobile devices, social media, and Over-the-Top (OTT) channels supporting B2C and C2C transactions.

The rationale for focusing on fashion brands of clothing and footwear is that many studies are analyzing the specific product categories through the prism of luxury consumption (e.g., Miura et al. 2021; Brun and Castelli 2013). Further, factors like symbolic value, conspicuous consumption, social identity, scarcity and exclusivity, aspirational marketing, and social validation are essential for premium fashion brands, mainly apparel and footwear. Digital media channels magnify these relationships. Social media provides a virtual platform for status signaling by enabling users to display their opulent purchases. Celebrities and influencers further boost these brands, increasing consumer desire for them. High-end fashion labels utilize digital channels to augment their appeal by capitalizing on human psychology, social identity, and the aspiration for prestige. These brands craft a story that appeals to customers looking for tangible goods and intangible prestige through Instagram posts, influencer endorsements, or exclusive releases (e.g., Hans and Nunes 2017). The following illustrative figure (see Fig. 1) conveys our research idea.

Fig. 1

Research idea

Our theoretical research problem centers around consumer happiness of premium fashion brands via digital platforms, which is the underlying mechanism of consumer happiness between the association of premium fashion brands and purchase intentions. The theoretical viewpoint of masstige brand happiness by Kumar et al. (2021) (a recent theoretical perspective of the masstige theory) fully satisfies the research requirements of our study, which centers on the crucial notion of “consumer (brand) happiness”, with Eckhaus (2019) presenting the relationship between the correlation between fashion participation and the underlying mechanism of brand satisfaction. The notion shows how ideal social self and self-consciousness affect the link between masstige and brand satisfaction. Understanding consumer behavior for premium fashion brands on digital platforms requires considering several generations of physical and intangible influences. It entails looking at the social status and the value consciousness of various generations, contributing to the appeal of premium products.

Despite being relatively new in the academic literature, the concept of “consumer happiness” has become more well-known in recent years (e.g., Dhiman and Kumar 2023). Previous works by Paul (2019) and Kumar et al. (2021) have studied “consumer happiness”, the least explored studied in a variety of contexts (Kumar et al. 2021; Schnebelen and Bruhn 2018), including consumer research (e.g., Dhiman and Kumar 2023). The study by Chen et al. (2021) is among the few works in consumer behavior literature examining conspicuous consumption and consumer happiness.

Examining consumer behavior when purchasing high-end fashion brands—particularly apparel and footwear—to consume social status through various digital platforms is an exciting study area (e.g., Huang et al. 2024). with important facets that demand more research, like (1) the impact of social media on fashion engagement, (2) the factors influencing the relevance of fashion brands, (3) the factors influencing shopping decisions, and (4) the attitude-behavior gap in fashion by Naeem and Ozuem (2021). Consequently, there are research gaps, and “consumer happiness” is still relatively new in the consumer behavior literature. To the best of our knowledge, it is the first time we have generated new empirical evidence to gain insight into consumer happiness levels when buying premium brands of clothing and footwear and to determine whether parents and their children (Gen Z and Gen X) as consumers perceive and prioritize the value and expectations of socially conscious consumption of value-oriented products via digital platforms through mobile app marketing and gamification. The current study simultaneously contributes to the corpus of literature on masstige marketing based on the research gaps identified by Mansoor and Paul (2022).

The study aims to accomplish two objectives: (1) Investigate the influence, impact, and nature of the relationships (strength and direction) among consumer happiness and value consciousness with the rest five critical constructs of the research model and (2) Investigate the intermediate effect of three mediators (previous online mobile shopping, shopping enjoyment, and shopping gamification) between shopping engagement and intention to buy premium fashion brands via mobile apps.

The initial assumptions of the study to test the truth in the reasoning domain and ensure that the initial assumptions allow the arguments to get off the ground are two: (a) the features of gamification as a digital marketing tool in a digital platform is a prerequisite to deliver high-quality experience for premium brands of clothing and footwear through gamified content and (b) the adoption of advanced digital promotions strengthens masstige brand happiness and mass premium brands are leveraging digital marketing and social media to enhance their reputation and boost their brand value.

These powerful tools profoundly impact both consumers and companies, shaping purchasing decisions and behaviors. Social media channels allow individuals to share their feedback and experiences through reviews, comments, and blog posts. Moreover, digital marketing and social media facilitate a trustworthy connection between reputable brands and loyal customers, promoting quality and timely updates about emerging trends. This approach is designed to ensure sustained success over the long term.

Theoretical framework, research model and literature support

Frame of reference, masstige theory, and masstige brand happiness

A framework of reference is provided by theories of happiness such as authentic happiness, hedonism, desire theory, and objective list theory. Bruhn and Schnebelen (2017) found that intimate ties to the desire theory characterize brand satisfaction. “Masstige” refers to a modern marketing technique offering high-end products to a broader market without raising pricing, evoking a sense of mass prestige. This phenomenon, first identified by Silverstein and Fiske in 2003 after studying middle-class American consumer behavior, enables people to experience high-end products and services at a reasonable cost because of economic growth. According to Truong et al. (2009), more women have entered the workforce and grown in purchasing power as disposable incomes rise and unemployment rates and manufacturing costs fall. Businesses have realized that offering unique and luxurious products can generate significant profits and a competitive advantage (Silverstein and Fiske 2003). Companies have discovered that decreasing costs and growing their brands can maximize earnings instead of depending only on traditional luxury branding aimed at the wealthy. This approach is referred to as “new luxury,” which is also known as “democratization of luxury,” “old luxury mass extension,” “mass affluence,” “accessible super premium,” or “masstige” (Kumar et al. 2020). Silverstein and Fiske (2003) describe these products as new luxury brands priced high or close to the top of old luxury products but now accessible to middle or lower-income consumers thanks to their affordable price premiums.

Highly self-conscious consumers often choose premium or masstige products to showcase their ideal self and societal identity. They are willing to pay a higher price for well-designed and well-crafted brands that evoke emotions and enhance their well-being. These consumers prefer prestigious brands to improve their self-image without overspending. According to the masstige theoretical model, companies can charge premium prices if they can establish mass prestige and brand value.

Price is a crucial element in masstige marketing, as it can convey to consumers that the product is unique and luxurious (Kumar et al. 2020). Customers' perception of value, derived from their desire for exclusivity, luxury, unique products, and self-expression, strongly correlates with brand attitude. According to Kumar et al. (2020), consumers' purchasing intentions may be influenced by their perception of the value of premium brands' downward extensions. Brands that offer high-end, prestigious products, solid customer service, high-value delivery, and the ability to connect emotionally with customers can achieve high profitability, competitive brand equity, and consumer priority. This suggests a promising future for masstige marketing in the business landscape.

Even though marketers are very interested in masstige, more research is still needed. Even though Silverstein and Fiske introduced the concept in 2003, it is still substantially novel (Kumar et al. 2020). While some scholars have put forth theories and marketing strategies related to masstige, further empirical research is necessary to explore its potential fully (Paul 2018).

Our study is based on the research of Kumar et al. (2021). Their study is depicted in the following figure, illustrating the direct relationship between masstige and brand happiness and how ideal social self and self-consciousness influence this relationship.

Based on the masstige brand happiness model, we, as a community of researchers and professionals, aim to examine and investigate the relationship between Gen Z and Gen X shoppers' attitudes and willingness to pay premium prices and their engagement with social media, OTT platforms, and gamification. Therefore, this study, which is a collective effort, aims to test ten research hypotheses (see Fig. 2).

Fig. 2

Research model (Source: Authors)

Hypothesis development

Developing hypotheses is a crucial phase in our research methodology. Through the integration of current knowledge in the international literature, we arrive at precise forecasts regarding the correlations among variables. We describe the hypotheses that inform our research model in this subsection (see Fig. 2).

Value consciousness, consumption of premium fashion brands of clothing and footwear for social status for Gens Z and X

Value consciousness is the consumer's perception of a product's cost and utility. It desires to receive the highest caliber for the money spent (e.g., OneSpace 2022; Kriegel 2019; Overgaard 2017). Value is a common characteristic used to describe Gen Z consumers (e.g., Alić et al. 2022). Over simple brand prestige, they frequently place a higher value on sustainability, moral behavior, and brand authenticity (e.g., Das et al. 2022). This implies that even though they might be drawn to high-end brands, they will probably choose brands consistent with their morals (e.g., Djafarova and Foots 2022; Walters 2021). Notably, there is a remarkable diversity among the Gen Z cohort, as highlighted by the studies of Thangavel et al. (2021, 2022). It is essential to comprehend that differences within a generation may be more critical than differences between generations. It implies that each generation can comprise unique segments.

Thangavel et al. (2022) segment the Gen Z online shopping orientation styles, identifying quality-conscious shoppers as an exciting segment. As Ismail (2017) points out, modern consumers are incredibly savvy when seeking the best value for their hard-earned money, often relying on social media to aid their research. However, the influence of social media is particularly significant on Gen Z consumers, as noted by Le and Ngoc (2024). This influence is a critical factor in understanding and reaching this consumer group. Notably, there is a remarkable diversity among the Gen Z cohort, as highlighted by the studies of Thangavel et al. (2021, 2022). It is essential to comprehend that differences within a generation may be more critical than differences between generations. It implies that each generation can comprise unique segments.

Goldring and Azab (2021) found that this group places great importance on making socially prestigious and unique purchases while being mindful of their spending habits. Goldring and Azab (2021) also noted that Gen Z consumers intentionally quest for social status through the brands they choose to consume. If premium fashion fits this demographic's aspirations for social status, brands that successfully market their products as aspirational and socially conscious may find greater resonance with this demographic. It could result in increased consumption of premium fashion (e.g., Siregar et al. 2023). Therefore, we can state that

H1: Value consciousness of Gen Z shoppers has a positive effect on the consumption of premium fashion brands of clothing and footwear for social status.

Previous research that explores masstige brands and their relationship with Gen X consumers has shown that Gen X consumers have unique purchasing habits regarding these brands, which differ from other age groups (e.g., Alić et al. 2022). It has prompted scholars and researchers to explore the differences between these groups in sustainable luxury fashion. For instance, Essiz and Senyuz (2023) and Han and Kim (2020) have studied this area. A study by Eastman et al. (1999) revealed a strong correlation between value consumption and social status.

The study by Balabanis and Stathopoulou (2021) indicates that the desire for status inferences significantly impacts price acceptance levels. Furthermore, studies show this effect is particularly prominent in the eco-friendly premium brand market across various industries (e.g., Knaggs et al. 2022; Truong et al. 2009). Xu (2008) also noted that self-consciousness is closely associated with compulsive buying behavior among young customers. In 2013, Eastman and Liu discovered a correlation between status consumption and various factors such as brand awareness, fashion and novelty awareness, recreational and shopping awareness, impulsive or careless behavior, and chronic or brand loyalty.

In contrast, Suprapto et al. (2021) found that Generation X places greater importance on a product's price and quality than its brand prestige. Despite possessing significant purchasing power, Gen X-ers tend to exercise caution, skepticism, and price-consciousness, as highlighted by Eastman and Liu in 2012. Thus, the primary focus for Generation X is on the product's price and quality rather than social status consumption and brand prestige. Therefore, we can state that

H2: The value consciousness of Gen X shoppers has a positive effect on their consumption of premium fashion brands of clothing and footwear for social status.

Interaction between consumption of premium fashion brands of clothing and footwear for social status and social ideal self, self-consciousness, and consumer happiness

Purchasing premium brands can substantially impact a consumer's satisfaction based on their consumption and social ideal self, according to Kumar et al. (2021). Studies in Asian markets have shown a strong correlation between status consumption and happiness (Wang et al. 2019). Gungordu et al. (2016) also discovered a favorable relationship between life satisfaction and status consumption. The relationship between the ideal self or social status and purchasing high-end fashion brands can positively impact consumer happiness (Nguyen et al. 2017).

Improved self-identity enables customers to match their self-image with their external appearance by donning high-end fashion brands (e.g., Li et al. 2022). People are happier overall when they perceive their clothes and shoes as a reflection of who they want to be. It can boost their confidence and sense of self-worth. Luxury brands are frequently connected to exclusivity and high social standing through social validation and recognition. Wearing these brands can give consumers a sense of acceptance and belonging as peers and society recognize them (e.g., Wang et al. 2024). Social validation has the potential to improve emotional health and self-esteem. Through quality and satisfaction, premium fashion brands usually strongly emphasize design, craftsmanship, and quality. Possessing high-quality brands can have concrete advantages such as longevity, comfort, and general esthetic appeal. These advan2024tages can boost happiness and contentment with the purchase and reinforce positive attitudes about oneself and way of life. Based on the social comparison theory, Gilal et al. (), among others, explore consumers’ social comparison orientation as a potential boundary condition for the indirect positive effect of attractive celebrity endorsements on masstige brand passion. Using social comparison individuals frequently evaluate their value about that of others through social comparison. Those who associate with luxury brands may experience upward social comparisons, making them feel part of society’s elite. Because they believe they belong to a select group, this perspective can help them feel happier and maintain their ideal self-image (e.g., Wang et al. 2024).

Since luxury fashion is often entwined with social narratives, culture, and status, other authors emphasize its cultural significance. Participating in this story can satisfy social and cultural expectations, fostering a stronger sense of contentment and connection (e.g., Craik 2024). Many customers claim that investing in high-end goods can be a way to celebrate or honor personal accomplishments. Getting objects representing achievement can bring happiness and contentment, strengthening one's positive self-perception (Oechsli 2014).

According to several studies (e.g., Naeem and Ozuem 2021; Giovannini et al. 2015), consuming luxury and premium fashion brands can promote community among people who share values and appreciate the same brands for comparable reasons (e.g., status and quality). This sense of belonging can enhance happiness in general by fostering stronger social ties and extending social networks. In conclusion, the relationship between the desire for social status or the ideal self and the consumption of high-end fashion can lead to a complex interplay that increases consumer happiness through improved self-identity, social validation, quality satisfaction, and pleasurable emotional experiences. Therefore, we can state that

H3: The interaction between the consumption of premium fashion brands of clothing and footwear for social status and social ideal self positively affects consumer happiness.

Recently, Gilal et al. (2024) explored the emotional bond brands create with consumers, though it is not just about masstige brands. Emotional ties affect the happiness and behavior of consumers. Because masstige brands combine affordability and status, they frequently arouse these emotional connections. While not explicitly addressing happiness, this study draws attention to masstige brands. Companies like Zara and H&M. represent mid-range masstige brands. Their attractiveness stems from providing status at reasonable costs, which appeals to customers pursuing social standing (Truong et al. 2009).

Many people use things that complement their environment and identity to consume status and elevate their social standing. Reputable brands are crucial to achieving this goal (e.g., Donato et al. 2020). Combining status consumption with self-awareness can benefit consumers’ well-being since self-conscious people are more aware of well-known brands, which can affect their level of satisfaction in general. Since self-awareness significantly impacts consumer happiness, as Kumar et al. (2021) mentioned, its importance cannot be understated. Therefore, we can state that

H4: The interaction between the consumption of premium fashion brands of clothing and footwear for social status and self-consciousness positively affects consumer happiness.

Consumer happiness, social media engagement, OTT platforms' engagement and shopping engagement

Although not solely focused on masstige brands, the study by Castillo-Abdul et al. (2022) explores branded content strategies for luxury brands. It emphasizes how sentiments of happiness and well-being disseminated through branded content impact follower engagement.

Positive feelings about luxury brands are widely shared, largely thanks to social media platforms. Oliveira and Fernandes’s study (2022) highlights the significance of social media for luxury brands despite needing to be focused explicitly on masstige brands. Engagement on social media has a direct impact on consumer perceptions and brand results. Given their combination of affordability and prestige, masstige brands are also subject to the same principles.

According to Berezan et al. (2018), social media and websites like YouTube, Twitter, Facebook, and Instagram have become indispensable platforms for brand engagement and communication. Digital platforms allow firms to engage with customers, promote feelings of happiness and well-being, and use effective advertising and marketing strategies. The study by Castillo-Abdul et al. (2022) indicates that social media and platforms can significantly increase consumer satisfaction and engagement, which has led to the deployment of social media by several high-end businesses. As a result, brands now depend entirely on digital channels to communicate and engage with their target audience. Therefore, we can state that

H5: Consumer happiness positively affects engagement with social media and OTT platforms.

Modern consumers use gamification, social networking, and over-the-top (OTT) platforms to make purchasing decisions. These platforms promote repeat purchases by raising consumer knowledge of products and making decision-making and evaluation easier (Vinerean and Opreana 2019). Recently, gamification has become incredibly popular, giving users of mobile apps with game elements an enjoyable and lighthearted experience. Many businesses choose it because it boosts intrinsic motivation and engagement (De Canio et al. 2021). Customers frequently utilize gamification, social media, and mobile and social platforms for entertainment, networking, and learning about new goods and services (Saleem et al. 2022). Companies are engaging in digital marketing tactics after realizing the value of these platforms to reach their target market and grow their customer base (Ozuem and Ranfagni 2021). One crucial area supporting the world economy is the fashion industry. Premium fashion labels leverage social media, platforms, and gamification to establish enduring connections with their clientele. They optimize value by fostering lively online dialogs and offering significant, affirmative encounters that elevate the purchasing journey (Vinerean and Opreana 2019). Therefore, we can state that

H6: Premium fashion brands' social media and OTT platforms' engagement positively affects shopping engagement.

The intermediate effect of shopping gamification, shopping enjoyment, and previous online mobile shopping experiences between shopping engagement and buying intentions of premium fashion brands using mobile apps

Three main ideas have been the subject of much inquiry in various literary models. De Canio et al. (2021) have shown a connection between gamification and shopping engagement that may influence consumers' purchase intentions. Prior research has demonstrated gamification to be a significant engagement driver and a favorable influence on purchase intention (e.g., Poncin et al. 2017; Hofacker et al. 2016). Furthermore, users of mobile apps choose to engage with game features like badges, rankings, and scores, which raises shopping engagement and, in turn, increases the likelihood that they will make a purchase (Bitrian et al. 2021; De Canio et al. 2021). Therefore, we can state that

H7: Shopping engagement positively affects the buying intentions of premium fashion brands using mobile apps via the intermediate effect of shopping gamification.

Several studies (e.g., Patel et al. 2024; De Canio et al. 2021; Llorens and Hernández 2021) document shopping engagement, buying intentions for premium fashion brands, mobile apps, and the role of shopping enjoyment as a mediator. Saad and Metawie (2015) indicate that a person's satisfaction throughout their shopping experience can influence their propensity to purchase. Similarly, research by Raman (2019) suggests that users of shopping applications are more likely to plan to make a purchase. Bellini et al. (2017) found a weak but positive relationship between purchase intention and engagement. Customers' intentions to purchase are indirectly influenced by how much they like shopping because of how involved they are in the process. De Canio et al. (2021) assert that combining involvement and enjoyment from shopping is a significant factor in determining consumers' intentions to do online shopping. Therefore, we can state that

H8: Shopping engagement positively affects the buying intentions of premium fashion brands using mobile apps via the intermediate effect of shopping enjoyment.

Several studies document the effect of shopping engagement on the buying intentions of premium fashion brands via the intermediate impact of previous online mobile shopping experiences (e.g., Patel et al. 2024; Thanasi-Boçe et al. 2022; De Canio et al. 2021). It is essential to consider how a consumer's buying experience may affect their likelihood of purchasing when weighing the benefits of online versus in-store shopping. De Canio et al. (2021) conducted a study on mobile apps and discovered that this effect was relatively strong and significant. Similarly, Giovanis et al. (2018) found a positive relationship between experience and purchasing behavior in their study on banking technologies in Greece, with experience mediating. Finally, Pappas et al. (2014) discovered that online buying behavior in the Greek market is also influenced by a person's shopping experience and intention to buy. Therefore, we can state that

H9: Shopping engagement positively affects the buying intentions of premium fashion brands using mobile apps via the intermediate effect of previous online mobile shopping experiences.

Consumer happiness and purchase intention of premium fashion brands via mobile apps

The impact of consumers' expectations of consumer-brand engagement (CBE) on purchase intention is investigated by Gutiérrez-Rodríguez et al. (2024). Purchase intention and CBE are mediated by consumer happiness concerning how purchase intention is influenced by fashion consumers' expectations of consumer-brand engagement (CBE), both directly and indirectly through the mediation of consumer happiness. The authors created the CBE and consumer happiness variables with this goal in mind; as a result, their significance in the literature has grown significantly.

Ben Khelil et al. (2015) study emphasizes the significance of pleasure in fostering successful and fruitful connections between online firms and their clientele. Prioritizing client pleasure allows brands to build enduring relationships and provide substantial value. To achieve this, brands must provide innovative, high-quality, and easily accessible websites that enhance customers' positive emotions and happiness. It is crucial because customers' happiness is directly tied to their willingness to purchase through mobile apps. Alnawa’s and Aburub's (2016) study confirms that a satisfied customer is more likely to make online purchases, as there is a significant link between customer satisfaction and purchase intentions when using mobile devices. Therefore, we can state

H10: Consumer happiness positively affects the consumers' purchase intention of premium fashion brands via mobile apps

The operational definitions of the key constructs are presented in Table 1.

Table 1 Operational definitions of the key constructs

Methodology

The goal is to gather data appropriate for statistical analysis, so we use a survey design to test ten research hypotheses based on primary data. Our study is centered on masstige theory and employs an exploratory survey to gauge the attitudes and perceptions of two generations of Greek consumers toward premium fashion brands. The survey allows us to explore the impact of engagement on digital platforms and examines the role of gamification in purchasing these brands via mobile apps. According to Buckingham and Saunders (2004), this approach is widely used to collect statistical data about a population's characteristics, attitudes, or behaviors by asking standardized questions of some or all its members. The prevalence of questionnaire surveys attests to their usefulness and simplicity of use. Surveys are primarily helpful for descriptive research because they cover a wide range of populations and allow us to investigate the kind and number of social differences in respondents' characteristics, opinions, and behaviors from different Greek cities. As a result, care is taken in selecting respondents and the degree to which the questions link to the critical constructs of the research model. We use a structured, completely self-administered questionnaire (SAQ), which means no interviewer is present because interviewer mistakes can significantly increase overall survey error. Survey quality might improve when the interviewer is eliminated.

The research instrument offers a substantial sample size and facilitates respondent convenience, guaranteeing dependable data collection.

Research instrument, measures and measurement of variables

During the survey design, we considered the need to gather quantitative data from two groups of Greek-speaking consumers born between 1965–1980 and 1997–2012 through 20 (20) structured questions plus 6 (6) for respondents' demographic profiles. A questionnaire survey was employed to collect empirical data, the construct items were taken from established and validated scales, shown in Table 2.

Table 2 Measurement and questionnaire items and level of measurement

Our study instrument's main source was the work of Kumar et al. (2021). The questionnaire consists of twelve questions, the first six demographic questions. Three questions in the second portion gauge the respondents' level of value consciousness using metrics derived from research by Ismail (2017), Goldring and Azab (2021), Suprapto et al. (2021), and Eastman and Liu (2012). Three questions measuring premium fashion brand consumption for social status are included in the third section. The measurements are based on research by Kumar et al. (2021) and Assimos et al. (2019).

Based on Kumar et al. (2021), Section D uses three measurement items to measure one's ideal social self. Based on research by Kumar et al. (2021), Section E employs three measurement items to measure self-consciousness, particularly public self-consciousness. Four measurement items in Section F are intended to measure customer satisfaction, based on Kumar et al. (2021). Section G comprises six measurement items that assess engagement with premium fashion brands' social media and OTT platforms, drawing on the research of Godey et al. (2016). Section H contains three measurement items that are based on the research of De Canio et al. (2021) for those who are interested in gauging their level of shopping participation. Lastly, Section I has four measurement items to determine how much buying has become gamified.

The shopping gamification measurement items are sourced from several recent studies, including those by De Canio et al. (2021), Bitrian et al. (2021), and Aparicio et al. (2021). Five measurement items in Section J of the questionnaire are intended to gauge how satisfied shoppers are with the De Canio et al. (2021) study. Three measurement items in Section K, which draws from De Canio et al. (2021) and Ling et al. (2010), evaluate prior online and mobile shopping activity. Finally, Section L includes three measurement items that measure the intention to purchase via mobile apps based on the research of Ling et al. (2010).

Sample, sampling strategy, process and data collection

Choosing a representative subset of data for analysis is essential to ensure that our study yields informative results. When the characteristics of a sample mirror those of the larger population, the conclusions drawn from that sample are more likely to be accurate. We opted for convenience sampling for our study, as it was the most practical method for gathering data since time or budgetary restrictions make it difficult or impossible to use other sampling approaches. Our sample exclusively comprised users of digital platforms (social media, over-the-top/OTT services, and mobile apps), identified as members of Generations X and Z in the same family (born from 1965 to 1980 and 1997 to 2012), and we secured their consent to receive the questionnaire via email. These criteria were the defining factors in shaping our study’s sample.

The study, which offers a unique perspective, focused on families of parents born between 1965 and 1980 and children born between 1997 and 2012. We specifically targeted Generation X (parents) and Generation Z (their children) consumers who use digital platforms, including mobile devices, social media, and OTT channels. Participants were consumers of premium clothing and footwear brands who owned a smartphone with internet access and used it to make online purchases. The data was collected from Athens, Patras, Heraklion, and Rethimno in Greece between February 14 and April 23, 2023.

For our study, we utilized a meticulously designed self-administered questionnaire (SAQ) to gather primary data. This questionnaire was distributed online via Google Forms, and we received 607 responses and 347 were completed from consumers who engage with gamified mobile apps on digital platforms to purchase high-end fashion brands to showcase their social status. The robustness of the survey instrument is reflected in the substantial sample size it has yielded, which is crucial for ensuring the reliability and validity of data, especially for complex multivariate data analysis such as regression analysis. This approach aligns with Roscoe’s (1975) recommendation that the sample size be at least ten times larger than the total number of variables to ensure statistically sound analysis.

Statistical analyses

In this subsection, we present the statistical analyses we employ and how they work together to meet the research needs of our study based on the stated research objectives. First, descriptive statistics are crucial for giving a concise overview of the data and understanding the sample's characteristics. Understanding our participants' demographics and other pertinent details depends on this information. Second, by analyzing the questionnaire responses based on critical frequencies, we can identify patterns and trends in the data that provide valuable insights into the attitudes and behaviors of our participants.

Third, reliability analysis ensures that the measurements we use in our research are accurate and consistent. This reliability is further reinforced by inferential statistics, which enable us to draw conclusions and inferences about the population using our sample data. Fourth, we could look at the relationships between the variables and ascertain their direction and strength through correlation analyses based on the Spearman-Rho coefficient. The Spearman-Rho coefficient is particularly useful when dealing with non-parametric data. Fifth, the bootstrapping method-based mediation analysis was critical in elucidating the interplay between some variables and other variables. More importantly, using the bootstrapping method was instrumental in testing the significance of these mediating effects and assessing their robustness.

Sixth, regression analysis allows us to measure the statistical strength of our research model and explore the relationships between variables. It helped us achieve our research objectives of investigating the influences, impacts, and relationships among different constructs in the model. The mentioned statistical analyses are essential for achieving our research objectives and understanding the relationships and mechanisms at play in our study. Conducting these analyses will enhance the validity and reliability of our findings.

Research results

Sample characteristics and descriptive statistics

From 607 respondents who possess a smartphone with internet access and use it for their internet purchases, 347 were completed from consumers who engage with gamified mobile apps on digital platforms to purchase high-end fashion brands to showcase their social status.

Considering the age groups, the respondents of Gen X (42–58 years) are the majority of the sample (51.4%, n = 312), the Gen Z respondents (18–25 years) are 42.3% (257), and other age groups have a small representation within the sample. Regarding the work status of the sample, the majority are full-time employees (57%, n = 346), 19.1% are students (n = 116), while the smallest percentages belong to freelancers (9.2%, n = 56), part-time workers (7.4%, n = 45) and unemployed (7.2%, n = 44). As for the education status, the highest percentage has completed undergraduate education (45.5%, n = 276), 32.1% has completed higher education (n = 195), 15.7% (n = 95) have completed postgraduate education, and 4% (n = 24) have completed the primary education. Most of the respondents earn up to 20,000 euros per year (69.2%, n = 417), while 23.1% of the respondents earn between 20,001 and 35,000 euros (n = 139), the 5.5% earn between 35,001 and 50,000 euros (n = 33), and the 2.3% of the participants earn more than 50,001 euros per year.

We asked the respondents to mention the retail formats they have experienced recently—most of the sample selected “other” than the available responses (59%, n = 360). 16.8% of the respondents expressed that they have recently experienced designer subscriptions, Netflix style (n = 102), and 11.9% of the subjects said that they have recently experienced publisher retail (magazines and publishers properly launch their magazine-branded retail concepts) (n = 72).

Most of the sample is aware of food retailers without cash registers (63.9%, n = 387), while 36.1% need to be aware of their existence (n = 219). 64.3% of the respondents expressed that they used to buy through social media (n = 390), while 34.8% reported a non-buying behavior via social media (n = 211). Considering the OTT media service, 44.5% of the respondents (n = 270) are subscribers of OTT platforms, and 54.9% of them (n = 333) are not subscribers. Moreover, we asked the respondents if they use the mobile phone app at all the interface points with the retail business (from physical to online store). 55.1% (n = 333) responded positively, and 44.6% (n = 271) responded negatively. 56% (n = 340) responded positively, and 43.2% responded negatively (n = 262).

For the scale of Intentions to buy using mobile apps, consisting of three items, the mean scores of the constructs have mean scores from 3.24 (SD = 1.06) to 4.12 (SD = 0.92). For the scale of Previous online mobile shopping, which consisted of three items, the mean scores of the constructs have mean scores from 2.19 (SD = 1.15) to 2.69 (SD = 1.11). For the scale of Shopping Enjoyment, which consisted of three items, the mean scores of the constructs have mean scores from 2.32 (SD = 1.06) to 2.60 (SD = 1.13).

For the Shopping Enjoyment scale, consisting of three items, the mean scores of the constructs have mean scores from 2.32 (SD = 1.06) to 2.60 (SD = 1.13). For the Shopping Gamification scale, consisting of three items, the mean scores of the constructs have mean scores from 2.94 (SD = 1.07) to 4.01 (SD = 0.9). For the scale of Shopping Engagement, consisting of five items, the mean scores of the constructs have mean scores from 2.27 (SD = 1.02) to 3.3 (SD = 0.97). For the scale of Fashion premium brands’ social media and OTT platforms engagement, consisting of six items, the mean scores of the constructs have mean scores from 3.31 (SD = 0.98) to 3.61 (SD = 0.87). For the consumer happiness scale, consisting of three items, the mean scores of the constructs have mean scores from 3.38 (SD = 0.85) to 3.67 (SD = 0.91). For the scale of Social Ideal Self, which consisted of five items, the mean scores of the constructs have mean scores from 2.69 (SD = 1.08) to 3.31 (SD = 1.02). For the scale of Consumption of fashion brands of clothing and footwear for social status, consisting of five items, the mean scores of the constructs have mean scores from 346 (SD = 1.02) to 3.72 (SD = 0.85).

The descriptive statistics are presented in detail in Table 3.

Table 3 Descriptive statistics

Statistical differences and interpretation of questionnaire results

The results of the Mann Whitney U test are significant, revealing critical differences in consumer behavior between Gen Z and Gen X. These differences are particularly pronounced in four cases: the engagement of Fashion premium brands on social media and OTT platforms (sig = 0.039), Consumer happiness (sig < 0.001), Consumption of fashion brands of clothing and footwear for social status (sig < 0.001), and Value consciousness (sig = 0.011). This information not only provides valuable insights into the market dynamics but also contributes significantly to our understanding of consumer behavior. For the remaining cases, there are no statistical differences in the mean scores of their replies.

It's reassuring to note that the majority of the sample (80%) replied “agree” and “strongly agree” to the statement: "Before I buy premium fashion brands of clothing and footwear, I research to find the best value for money product". This high level of agreement, along with the fact that about 77 percent (76.5%) of the sample also replied “agree” and «strongly agree" with the statement: “When shopping a premium fashion brand, I always try to find the best quality of a product for the money I am willing to spend”, underscores the consistency in consumer behavior trends.

Concerning the statement: “I would buy a premium fashion brand of clothing and footwear for its status”, about 51 percent (50.7%) of the sample stated “disagree” and «Strongly disagree. For the statement: “I would pay more for a premium fashion brand”, about 30 percent (29.6%) of the sample replied “disagree”, and 16.2% “strongly disagree”. Concerning the statement: "I am willing to purchase a new premium fashion brand just because it has the status", 67 percent of the sample claimed that they were not willing to purchase a new premium brand because of its status.

When it comes to the shopping enjoyment construct, the rejection of status symbols was evident. For the statement: “When purchasing premium fashion brands, I am ready to pay more for enhancing my self-esteem”, about 37 percent of the sample disagreed, and about 25 (24.9%) strongly disagreed. Similarly, for the statement: “When I buy a premium fashion brand, it gives me a status symbol”, about 49 percent (48.6%) of the sample stated their disagreement, with a further percentage strongly disagreeing. This rejection of status symbols is a significant finding that enlightens our understanding of consumer behavior.

Concerning the Shopping Gamification construct, the vast majority of the sample (61.3%) is aware of their appearance, while only 5.2% (“disagree” and “strongly disagree”) do not know the way they look. Concerning the statement “I am concerned about what others think of me”, about 11 percent (11.3%) of the sample stated that they “strongly agree”, and 20.5% stated, “disagree”. About 37 percent (37.3%) of the respondents neither agree nor disagree, while 25 percent (24.6%) are concerned about others' opinions, and only about 6 percent (6.4%) are wholly concerned.

Concerning the Shopping engagement construct, the majority of the sample (42.2%) agrees with the statement: “Purchasing premium fashion brands of clothing and footwear gratifies me”. Further, the majority of the respondents (60%) do not feel unique when they purchase premium fashion brands of fashion prestige brands of clothing and footwear. The responses to the statement: “When shopping a premium fashion brand exceeds my expectations”, showed that about 41 percent (40.6%) of the sample neither agreed nor disagreed with this statement. Concerning the responses to the statement: “When I buy a premium fashion brand, I feel that the quality of my life is improved”, 55 percent of the sample stated “disagree” and “strongly disagree”.

Over 50% of the sample (56.6%) believe that the premium fashion brands' social media and OTT platforms contribute to information-sharing and interaction with others. More than 50% support that using these platforms is trendy. About 48 (47.7%) of the respondents believe that these platforms help brands provide customized services to them. When it comes to the content, about 44 percent (44.2%) of the sample find it not just interesting, but engaging and entertaining.

About 44 percent (44.2%) of the sample replied “agree.” About 6 percent (6.1%) replied, “strongly agree”. Concerning the statement: “I would recommend a premium fashion brand that I found interesting in social media to my friends”, about 38 (38.6%) of the sample agreed. About 46 percent (46.4%) of the respondents believe that social media, platforms, and mobile shopping applications offer a pleasant shopping experience, and 4.4% of the sample strongly believe that.

When it comes to the influence of social media, platforms, and mobile shopping applications on consumer opinions, the numbers are equally compelling. About 47 percent (46.8%) of the sample agreed that these platforms help them make good purchases. Furthermore, about 49 percent (48.6%) of the respondents believe that these platforms provide valuable information from other consumers, aiding in their decision-making process, with 15.6% strongly agreeing.

On the self-consciousness scale (Public self-consciousness) for the statement, “Online shopping makes me feel like playing a game,” 39% of the sample replied “disagree” and 9.8% replied, “strongly disagree”. Twenty percent of the respondents feel more engaged on the website every time they watch videos and get a reward, while 1/3 of the individuals (33.3%) expressed concerns about their engagement. For the statement: “Receiving rewards whenever I do a review increases my engagement with the website”, about 32 percent (31.8%) of the sample agrees that “a points or badge system increases my engagement with the website”.

For the items of the Social ideal-self construct, the sample responses are “I enjoy shopping online more than physical stores”, where the 36.7% of the sample expresses “neither agree nor disagree”. Concerning the sample responses, the statement: “When I shop online, it makes me feel happy”, where 41% of the respondents stated that they neither agree nor disagree. For the statement: “When shopping online, I feel the excitement,” 43.6% of the sample stated, “neither agree nor disagree”. In comparison, only 3.8% of the sample strongly agree that purchasing products using online stores is enjoyable.

For the Consumption of fashion brands of clothing and footwear for social status, the majority of the individuals (54.5%) claimed that buying online is easy, and 14.4% stated that they feel very confident when purchasing online. Regarding the statement, “I feel comfortable when purchasing online through my smartphone,” 40% of the sample agreed.

For the Value-conscious construct, more than 51% of the individuals intend to shop online using a mobile app soon, while 5.6% of the sample disagrees. Concerning the statement: “I am sure that I will continue to shop online using mobile apps”, about 51 percent (51.3%) of the sample agrees.

Reliability analysis and inferential statistics

We examined the reliability analysis through internal consistency, the Cronbach's alpha (α) test. The outcome of each alpha test is the alpha index that takes prices from 0 to 1, showing the quality of the data. According to Tavakol and Dennick (2011), to claim acceptable internal consistency, we must achieve for all questionnaire scales: Cronbach's a > 0.6, while other studies accept an alpha index > 0.7. All the study variables are in the acceptable range (0.72–089.) except the Shopping Gamification scale with an alpha = 0.59, which is nearly acceptable (see Table 4).

Table 4 Reliability analysis

The statistically significant differences were spotted in Fashion premium brands' social media and OTT platforms engagement scale (p value = 0.007), where the Gen X sample has significantly higher mean scores evaluation (3.52) than the Gen Z sample (3.32). Moreover, for Consumer happiness (p value = 0.001), the Gen X sample has significantly higher mean scores evaluation (2.85) than the Gen Z sample (2.48). Furthermore, for the Social Ideal Self (p value = 0.023), the Gen X sample has significantly higher mean scores evaluation (2.56) than the Gen Z sample (2.34). In addition, for the Consumption of fashion brands of clothing and footwear for the social status scale (p value = 0.001), the Gen X sample has significantly higher mean scores evaluation (2.66) than the Gen Z sample (2.25). Lastly, for the Value consciousness scale (p value = 0.005), the Gen X sample has significantly higher mean scores evaluation (3.88) than the Gen Z sample (3.66).

The second T-TEST refers to the gender of the respondents, and the analysis is performed between male and female respondents. For the engagement of fashion premium brands' social media and OTT platforms (p value = 0.030), the female respondents have a higher mean score (3.49) than male respondents (3.35). For the Consumer Happiness scale (p value = 0.030), the female respondents have a lower mean score (2.51) than male respondents (2.86). Furthermore, for the Consumption of fashion brands of clothing and footwear for social status (p value = 0.001), the female respondents have a lower mean score (2.30) than male respondents (2.64). Lastly, for the Value Consciousness scale (p value = 0.029), the female respondents have a lower mean score (3.76) than male respondents (3.92).

Next, we utilized the ANOVA test to examine the impact of subgroups' work status. This test revealed statistically significant differences in two distinct cases, providing valuable insights into the influence of work status on consumer behavior.

For the Self-consciousness (Public self-consciousness) scale (p value = 0.001), a statistically significant difference occurs between Basic education and Higher education (Mean Difference =  − 0.84, sig = 0.001), between Basic education and Undergraduate education (Mean Difference =  − 0.97, sig = 0.001), between Basic education and Postgraduate education (Mean Difference =  − 0.81, sig = 0.001). Lastly, for the Value Consciousness scale (p value = 0.001), a statistically significant difference occurs between Basic education and Higher education (Mean Difference =  − 0.58, sig = 0.026), between Basic education and Undergraduate education (Mean Difference =  − 0.54, sig = 0.039), between Basic education and Postgraduate education (Mean Difference =  − 0.86, sig = 0.001).

We employed the last ANOVA test concerning the income status of the sample. For the scale of Consumer happiness (p value = 0.001), a significant difference is spotted between those who earn 0–20.000 and 20–35.000 euros (Mean Difference =  − 0.29, sig = 0.037) and between those who earn 0–20.000 and 35–50.000 euros (Mean Difference =  − 0.67, sig = 0.004).

Correlation analysis

To test the study's research hypothesis, we adopted Spearman’s correlation coefficient (r) between the critical variables of the study. Most of the cases are statistically significant in a 99% (**) Confidence Interval, some cases are statistically significant in a 95% Confidence Interval, and only a few cases are not statistically significant. Statistically significant correlations are between 0.134 and 0.64. Consequently, the correlation coefficient does not exceed 0.7, showing that the there is no indication of violating multicollinearity requirements.

With a correlation coefficient of 0.320, Gen Z consumers' consumption of premium fashion brands for social status is moderately positively correlated with their value consciousness. Although correlation does not imply causation and other factors may influence the consumption of premium brands, the significance level (sig) of less than 0.1 indicates that this relationship is statistically significant (see H1). According to the interpretation of the monotonic relationships based on Spearman's coefficient, the relationship may follow a curve or other non-straight patterns rather than being strictly linear. There is a positive correlation between Gen Z's increasing value consciousness and their inclination toward premium fashion brands.

Concerning the strength and direction of the relationship, the trend is monotonic, meaning it always moves in the same direction—upward. As Gen Z consumers grow increasingly conscious of values-driven factors, high-end fashion brands appeal to them. Value consciousness has a nonlinear effect on brand consumption, which suggests that the effect is not constant and could even accelerate as value consciousness rises. Gen Z's deliberate approach to style is consistent with their inclination for companies that share their values, elevating their social standing.

Gen X shoppers' consumption of premium fashion brands for social status positively correlates with their value consciousness, as indicated by the correlation coefficient of 0.174. Additionally, considering that correlation does not imply causation and that other factors may influence the consumption of premium brands, the significance level (sig) of less than 0.1 indicates that this relationship is statistically significant (see H2).

Concerning the strength and direction of the relationship, according to the interpretation of the monotonic relationships based on Spearman's coefficient, the relationship follows a curve or other non-straight patterns rather than being strictly linear. There is a positive correlation between Gen X's increased value consciousness and their inclination toward premium fashion brands. The trend is monotonic, meaning it always moves in the same direction—upward. The conscientious fashion approach of Generation X is consistent with their inclination toward brands that share their principles. Value consciousness has a nonlinear effect on brand consumption, which suggests that the effect is not constant and could even accelerate as value consciousness rises. Because Gen X moved from analog to digital media, they are accustomed to using social media platforms like Facebook, Instagram, and YouTube for research and product discovery.

The consumption of luxury fashion brands is strongly positively correlated with social status, the ideal self, and customer happiness, as indicated by the correlation coefficient of 0.642 (see H3). Additionally, this relationship is highly statistically significant, as indicated by the significance level (sig) being less than 0.001. Put another way, ideal self-perception, and consumer happiness tend to rise along with the consumption of premium fashion brands. While it is important to emphasize that correlation does not imply causation, this finding offers insightful information for additional research.

The interaction of premium fashion brand consumption for social status, self-consciousness, and consumer happiness is weakly positively correlated, as indicated by the correlation coefficient of 0.210 (see H4). Additionally, this relationship appears highly statistically significant, as indicated by the significance level (sig) being less than 0.00112. There is a tendency for both consumer happiness and self-consciousness to rise in tandem with the interaction of consuming premium fashion brands. It is important to emphasize that other factors may affect these relationships and that correlation does not imply causation.

Engagement with social media and over-the-top (OTT) platforms positively correlates with consumer happiness, as indicated by the correlation coefficient of 0.329 (see H5). Additionally, this relationship is highly statistically significant, as indicated by the significance level (sig) being less than 0.001. Customer satisfaction increases with increased use of OTT platforms and social media. It is important to emphasize that other factors may affect customer happiness and that correlation does not imply causation.

Concerning the strength and direction of the relationship, according to the interpretation of the monotonic relationships based on Spearman's coefficient, the relationship follows a strictly linear line. According to a linear positive monotonic relationship, engagement with social media and over-the-top (OTT) platforms rises in tandem with consumer happiness. Contented users are more inclined to engage, follow, and consume content on these platforms. Consumers are more inclined to interact with brands and content when they are content and happy. They interact, share, and explore more when they are feeling happy, which increases engagement. Brands can capitalize on this relationship by creating enjoyable experiences, individualized content, and emotional connections.

The correlation coefficient 0.262 suggests a weakly positive relationship between shopping engagement and social media engagement with luxury fashion brands and OTT (Over-The-Top) platforms (see H6). Additionally, this relationship appears to be highly statistically significant, as indicated by the significance level (sig) being less than 0.001. Engagement with shopping and premium fashion brands on social media and over-the-top (OTT) platforms is rising. It is important to emphasize that other factors may also impact shopping behavior and that correlation does not imply causation.

Concerning the strength and direction of the relationship, according to the interpretation of the monotonic relationships based on Spearman's coefficient, the relationship follows a strictly linear line. A linear positive monotonic relationship implies that as engagement on social media and OTT platforms increases, so does shopping engagement. Customers are more likely to purchase when interacting with high-end fashion brands on these platforms. In terms of social media engagement, companies can gain and keep followers by publishing pertinent, eye-catching content on sites like Instagram.

Engaging posts evoke desire and a sense of connection. Engaged users are more likely to investigate products and consider making a purchase (like, comment, share). Moreover, content about fashion (such as style advice and fashion shows) is available on OTT platforms. Users can learn about new products, brands, or trends by engaging with fashion content. This interaction may spark an interest in looking for comparable fashion brands.

The study reveals a weak but positive correlation (r = 0.206) between consumer happiness and their intention to purchase premium fashion brands through mobile apps (see H10). According to the statistical significance (sig) value of 0.001, this relationship is unlikely to result from chance. Put differently, even though a positive correlation exists, it might not be strong enough to affect purchase intentions significantly.

Concerning the strength and direction of the relationship, according to the interpretation of the monotonic relationships based on Spearman’s coefficient, the relationship follows a nonlinear positive monotonic relationship, suggesting that it is not strictly linear; it might follow a curve or other non-straight patterns. The relationship is positive, meaning that as consumer happiness increases, so do purchase intentions. However, the monotonic aspect indicates that this trend consistently moves in the same direction—upward. When consumers are happy with their interactions on mobile apps, they are more likely to consider purchasing premium fashion brands. The nonlinear nature implies that the impact of happiness on purchase intentions is not uniform; it may accelerate as happiness increases.

Mediation analysis

To test the Hypotheses H7–H9 of the study, we perform three mediation analyses with the same independent variables (Shopping Engagement), the same dependent variables (buying intentions of premium fashion brands using mobile apps), and different mediators: Shopping Gamification (H7), Shopping Enjoyment (H8) and Previous Mobile Shopping Experience (H9). The results suggest that the intermediate effect is significant for the Shopping Gamification scale (0.08, sig = 0,000), for the Shopping Enjoyment scale (0.24, sig = 0,000), and for the Previous Mobile Shopping Experience scale (0.22, sig = 0,000).

Shopping Gamification is positively related to Shopping Engagement b = 0.41, t(340) = 0.056, p < 0.05 and F(1.338) = 66.78, p < 0.05, R2 = 16.5%. Intention to buy using mobile apps is positively related to Shopping Gamification b = 0.18, t(340) = 3.39, p < 0.05 and F(1.337) = 52.35, p < 0.05, R2 = 23.7%. Lastly, Intention to buy using mobile apps is positively related to Shopping Engagement b = 0.46, t (340) = 9.51, p < 0.05 and F (1.338) = 90.36, p < 0.05, R2 = 21.1%. As shown in Fig. 3, the mediation analysis using the bootstrapping method with bias correcting confidence estimates was conducted to examine the impact of Shopping Engagement on Intention to Buy using Apps as mediated by Shopping Gamification. In this study, the 95% Confidence Interval of the indirect effect is obtained using 5000 bootstrap samples. The results show that both the direct and indirect effects are statistically significant.

Fig. 3

Mediation analysis for shopping gamification

Shopping Enjoyment is positively related to Shopping Engagement b = 0.47, t (340) = 9.8, p < 0.05 and F (1.338) = 97.3, p < 0.05, R2 = 22.35%. Intention to buy using mobile apps is positively related to Shopping Enjoyment b = 0.45, t (340) = 9.1, p < 0.05 and F (1.337) = 97.6, p < 0.05, R2 = 36.7%. Intention to buy using mobile apps is positively related to Shopping Engagement b = 0.46, t (340) = 9.5, p < 0.05 and F (1.338) = 90.36, p < 0.05, R2 = 21.1%. As shown in Fig. 4, the mediation analysis using the bootstrapping method with bias correcting confidence estimates was conducted to examine the impact of shopping engagement on intention to buy using apps as mediated by shopping enjoyment. In this study, the 95% Confidence Interval of the indirect effect is obtained using 5000 bootstrap samples. The results show that both the direct and indirect effects are statistically significant.

Fig. 4

Mediation analysis for shopping enjoyment

Previous mobile shopping experience is positively related to Shopping Engagement b = 0.39, t (340) = 7.87, p < 0.05 and F (1.338) = 62, p < 0.05, R2 = 15.5%. Intention to buy using mobile apps is positively related to previous mobile shopping experience b = 0.69, t (340) = 10.87, p < 0.05 and F (1.337) = 120, p < 0.05, R2 = 41.6%. Intention to buy using mobile apps is positively related to shopping engagement b = 0.46, t (340) = 9.5, p < 0.05 and F (1.338) = 90.36, p < 0.05, R2 = 21.1%. As shown in Fig. 5, the mediation analysis using the bootstrapping method with bias correcting confidence estimates was conducted to examine the impact of shopping engagement on intention to buy using apps as mediated by previous online mobile shopping. In this study, the 95% Confidence Interval of the indirect effect is obtained using 5000 bootstrap samples. The results show that both the direct and indirect effects are statistically significant (Table 5).

Fig. 5

Mediation analysis for previous online mobile shopping

Table 5 Summary of research results

Summary of research results

We have previously set ten research hypotheses to be answered regarding the research objectives of this study. Summarizing the results (see Table 5), we answer each of the hypotheses according to the results that have occurred (Fig. 6). Based on the correlation and mediation analyses presented in Sects. 4.4 and 4.5 of Sect. 4, the new empirical research model is depicted as follows:

Fig. 6

Research model’s results

Based on the assumptions of the adopted theoretical model we can interpret the above research results as follows:

• The younger generations, including Gen Z and Gen X, value the quality of their purchases more than the price they pay for premium brands of clothing and footwear. This inclination benefits premium fashion brands, as they are linked to social status, affirmation, and admiration. Consumers who invest in premium brands experience a sense of emotional satisfaction and are more inclined to defend them. Although the long-term effects of premium brands on happiness remain uncertain, they can generate temporary emotional states that have the potential to enhance one's overall well-being.

• Pursuing social status, approval, and respect can drive individuals to invest in high-end fashion labels for their apparel and footwear. It can elevate their prestige and overall sense of well-being while fostering a positive perception of their image. Consumers frequently experience contentment, joy, and satisfaction when indulging in these brands as they seek pleasure and gratification. Marketing efforts can play a pivotal role, with certain brands being regarded as pathways to achieving goals and improving one's mood. This intentional consumption can ultimately lead to emotional gratification and a strong loyalty toward the brands that bring happiness.

• When consumers experience a sense of satisfaction and joy with their purchases, it presents a valuable opportunity for premium fashion brands of clothing and footwear to connect with them through digital platforms. By establishing personal connections with shoppers, these brands can appeal to those who seek pleasure and self-indulgence through their products and online interactions. According to the affective state theory, a shopper's emotions can significantly influence their thoughts, decision-making, and behavior based on the valence and arousal of their emotional experiences. As a result, establishing personal relationships between consumers and premium fashion brands through these channels can be incredibly effective in reaching and engaging with customers.

• Purchasing premium fashion brands of clothing and footwear brings about feelings of engagement, commitment, and pleasure for shoppers. This enjoyable shopping experience allows for a strong sense of self-identification with the brand, which can influence future purchases. With the help of a mobile application in a non-gaming setting, the brand's overall value is strengthened, leading to positive emotions and a delightful experience. These positive experiences lead to repeated mobile purchases and increased engagement with online shopping, forming a cycle that fosters happiness and a desire for premium brand consumption. Such consumption is both purposeful and fulfilling.

Empirical tested model

After examining the research hypotheses, we test the holistic model to detect the strength of predicting the Intention to buy using apps. The conceptual model incorporates ten scale variables as predictors: “Value consciousness”, “Shopping enjoyment”, “Social ideal self”, “Self-consciousness”, “Shopping gamification”, “Shopping engagement”, “Previous online mobile shopping”, “Fashion premium brands' social media and OTT platforms engagement”, “Consumer happiness”, “Consumption of fashion brands of clothing and footwear for social status” with “Intention to buy using apps” as the dependent variable. The R2 value is 0.474 (47.4%) (F = 29.464, sig = 0.001). It is the best case of model interpretation that is depicted in the levels of R2. Other choices have been examined, with different combinations of independent variables, but they resulted in lower R2 levels. Moreover, the separate effect of each independent variable on the dependent variable has been examined.

When considering the coefficients, most factors statistically predict intentions to purchase via mobile apps. In particular, “Shopping enjoyment”, “Previous online mobile shopping”, and “Fashion premium brands' social media and OTT platforms engagement”, although “Shopping Gamification”, “Value consciousness”, “Social ideal self”, “Self-consciousness (Public self-consciousness)”, “Shopping Gamification”, “Shopping Engagement”, “Consumer Happiness”, and “Consumption of fashion brands of clothing and footwear for social status” are not. The regression of the total model can be written in the following form. We present the fitted line plot in Fig. 7 that follows.

$${\text{INT }} = \, 0.{374 } + \, 0.0{\text{48 SG }} + \, 0.{395}*{\text{PREV }} + \, 0.{245}*{\text{ENJ }} + \, 0.{\text{245 ENG }} + \, 0.{2}0{2}*{\text{ OTT }}{-} \, 0.{\text{116 CH }} + \, 0.00{\text{4 SC }} + \, 0.00{\text{9 SI }} + \, 0.0{\text{36 SS }} + \, 0.0{\text{39 VC}},$$

where INT is Intentions to buy using mobile apps, SG = Shopping Gamification, PREV = Previous online shopping, ENJ = Shopping enjoyment, ENG = Shopping engagement, OTT = Fashion premium brands’ social media and OTT platforms engagement, CH = Consumer happiness, SC = Self-consciousness (Public self-consciousness), SI = Social ideal self, SS = Consumption of fashion brands of clothing and footwear for social status and VC = Value consciousness. We present below the empirical tested model (see Fig. 8).

Fig. 7

Regression fitted line plot (Source: Authors)

Fig. 8

Empirical tested model (Source: Authors)

Discussion

Our research has yielded valuable insights into consumer behavior regarding premium fashion brands. One key finding is that consumers experience a sense of happiness when using brands that signal status to others. This information has allowed us to conduct statistical analysis and draw conclusions about the relationship between consumer satisfaction, social status, and premium fashion brands for apparel and footwear. Our study has also identified several factors influencing customers' intention to purchase mass prestige brand products via mobile applications. These include past online shopping experiences, enjoyment, gamification, and overall satisfaction. Additionally, our research has revealed that value consciousness varies slightly between Generations Z and X, which has implications for their consumption of premium fashion brands to achieve social status.

Our study has found that both Gen Z and Gen X are avid users of digital channels, including social media, OTT platforms, and gamification. This strong digital presence significantly shapes their preference for purchasing products from high-end fashion labels via mobile apps. The research also confirmed that both generations experience satisfaction when interacting with masstige brands. Furthermore, the study revealed that Greek shoppers from Gen Z and Gen X show a preference for purchasing apparel and footwear through social media, platforms, and mobile apps, underlining the influence of these platforms on their purchasing behavior.

Relating findings with relevant research

Our study aligns with the findings of Kumar et al. (2021) regarding the link between masstige brands and brand happiness. Building on the masstige theory, Mansoor and Paul (2022) aimed to provide a more nuanced understanding of this connection, examining the direct and indirect effects of a brand's mass prestige, brand perception, and propensity to pay a premium on brand evangelism through brand happiness. Similarly, Kim et al. (2019) explored the effectiveness of luxury and masstige brands in fashion advertising, while Loureiro et al. (2018) analyzed how various factors relate to consumer engagement in the fashion luxury industry. Although our study focuses on premium fashion brands, we incorporated Kumar et al.’s (2021) model and generated new empirical evidence through mobile app marketing and gamification. We emphasized the growing importance of mobile sales points in clothing and footwear and found that social ideal self and self-consciousness moderate the model. Specifically, these two variables positively influence the relationship between consuming premium fashion brands for social status and consumer happiness among mobile app users who purchase these products.

Theoretical implications

This study investigates various facets of consumer behavior when using digital platforms for shopping purposes of premium clothing and footwear brands. The findings of this study build on the approach of Kumar et al. (2021) in evaluating customer satisfaction with high-end brands. However, our research goes further by examining the impact of joy on purchase intention. The study delves into how mass prestige brands interact with consumers via digital platforms. At the same time, Sadana and Sharma (2021) have explored the engagement of young consumers with digital platforms, and the recent work of Leclercq (2022) underlines the role of gamification in delivering high-quality experience. The research results show that gamification has little impact on consumer behavior, primarily influenced by contentment, enjoyment, and prior shopping experiences. To fully grasp consumer behavior, it is essential to consider both tangible and intangible factors for different generations. It involves examining how social mechanisms contribute to the popularity of premium brands based on the value consciousness of different generations and social status consumption.

Our study draws upon compelling theoretical frameworks and models such as Kumar et al. (2021) and Paul (2019), and traditional theoretical propositions on social status consumption that encompass diverse motivations (e.g., Eastman and Eastman 2015). However, a need remains to establish more interdisciplinary theories within marketing theory. Additionally, it is necessary to understand why increased user engagement on social media leads to greater satisfaction and consumption for social status. Integrating social science theories into consumer behavior literature (e.g., Bhukya and Paul 2023) can better understand mass and social status consumption by analyzing various aspects of social life, including social-relational, temporal, spatial, and cognitive dimensions. Through transformative learning, we can explore the potential for bottom-up change processes that are not the same for all consumer generations to challenge social status consumption patterns and consumer happiness through the lens of mass prestige brands and value consciousness.

We must make it clear that the sources of information are studies available the literatures on consumer behavior and digital marketing when examining authors' knowledge, the nature of knowledge, and their belief systems through the lens of epistemology. Formulating the statistical model and the regression equation in our study becomes easier to complete with the initial assumptions. Regression equations cannot accurately capture the complexity of our real world. Starting with our study's ontological presumptions, we think that empirical indicators accurately reflect consumer behavior regarding Generation Z and X's purchase of high-end fashion brands—particularly apparel and footwear—for consumption on multiple digital platforms about their social status.

By using a quantitative approach to gather data for our study, we recognize the positivist lens through which knowledge is gleaned from an objective, quantifiable, and unbiased observation of the behavior, action, or response of customers belonging to generations X and Z. The "masstige brand happiness model" and "Masstige Theory" provide the foundation for scientific knowledge, which enables us to evaluate every construct in our research model highly based on a meticulous study design that serves as our guide. In any case, we are unwilling to undervalue critical realism (as one of the epistemological subfields) in studies of a similar nature that may provide a stimulating debate based on claims that consumers from various generations and cultures do experience the feelings and visuals of the different digital marketing ecosystems that are usually examined through case studies and critical case studies.

By incorporating masstige theory into marketing analytics models, we can better understand consumer satisfaction and value consciousness, which helps premium fashion brands develop more successful digital strategies (e.g., Rodrigues et al. 2024; Paul 2018). Significant theoretical developments in marketing analytics based on masstige theory exist in today's digital channels.

For instance, masstige marketing has been redefined and mapped. As a market penetration strategy, masstige marketing allows brands to create mass prestige in different and culturally distinct markets by adequately combining the Four Ps (e.g., Paul 2015). Long-term brand success is measured by masstige value (MMS), and higher MMS values are associated with better chances of success. Furthermore, tailoring recommendations based on value-conscious preferences may require the application of theoretical models to understand the differences between different customer generations and create segmentation strategies. According to the theory, new predictive models may be developed that forecast consumer happiness based on masstige brand interactions and consider perceived value, brand equity, and digital engagement.

Masstige theory challenges conventional boundaries between mass-market and luxury/prestige brands about the ontological implications of these brands in the context of marketing analytics, consumer happiness, and value consciousness for premium fashion brands targeting shoppers via the increasingly important digital platforms. It casts doubt on the precise line that divides these groups, arguing that prestige can also endure through mass-targeting tactics. From an ontological perspective, it modifies our comprehension of consumer perceptions and brand positioning.

Regarding the epistemological implications, masstige theory encourages scholars to investigate novel facets of brand interpretation. Masstige theory encourages researchers to delve into uncharted territory, uncovering insights that enrich our knowledge of consumer-brand relationships and marketing analytics. It promotes research on how consumers view and interact with brands that combine prestige and mass appeal elements. Researchers can investigate the effects of masstige tactics on customer satisfaction, brand loyalty, and word-of-mouth advertising. From an epistemological standpoint, it expands our understanding of modern consumer behavior and brand management.

Furthermore, contrary to expectations, perceived exclusivity did not significantly influence consumer purchase intentions, and perceived quality does not always have a positive relationship with purchase intention; our study addresses one of the main criticisms of the theory—that is, its limited ability to predict consumer behavior, precisely behavioral intentions. (e.g., Kapferer and Bastien 2012; Phau and Prendergast 2000). Moreover, critiques of the crucial concept of consumer satisfaction promote social comparison in the context of consumer culture (e.g., Hill et al. 2012). People get anxious about their status when they compare their accomplishments, way of life, and belongings. Critics contend that this constant comparison might undermine people's happiness since it makes them feel inferior or jealous of others who seem to have more. Consumption, according to some detractors, encourages emotional reliance on material possessions. People may seek comfort, validation, or distraction through shopping, leading to a cycle of temporary happiness followed by emptiness.

It can also predict actual consumer behavior. Marketing analytics is now an essential element of data-driven decision-making to do this. Business decision-making can no longer be done exclusively by gut feeling because data is now a vital source of long-term competitive advantage. Leveraging data strategically is one of the few remaining effective ways for businesses to stand out in an increasingly globalized environment where people are disloyal, and organizations are constantly changing. Based on the critical journal of the Journal of Marketing Analytics (Petrescu and Krishen 2023), this bibliographical cluster adds important conclusions and additions to the marketing analytics literature. The first cluster, which reflects the application of big data and data mining for customer segmentation, forecasting, and retail, is centered on data-driven customer insights. A particular research interest is leveraging customer data to improve engagement and increase customer lifetime value.

In terms of consumer happiness, our study broadens our understanding of the factors that motivate two distinct consumer generations—parents and their kids—to purchase high-end fashion brands through gamified mobile apps on digital platforms to demonstrate their social status. This study uniquely examines two key topics: (1) how consumers perceive mass premium brands that offer prestige and (2) how various generations strive to uphold this value. To encourage more consumers from different generations to purchase through digital platforms, it provides marketers of mass-market premium fashion brands with helpful information on targeting families. It also discusses the mediating roles of prior online shopping, the enjoyment of shopping, and the gamification of shopping to reinforce purchase intentions through mobile apps.

Managerial implications

Masstige theory informs strategies that bridge mass-market appeal and prestige, leveraging digital platforms for effective marketing analytics. Concerning the segmentation strategies, masstige brands can target a broader consumer base by blending mass appeal with prestige, and it is essential to consider consumers who appreciate both quality and affordability by weighing product variety, prestige, and mass appeal. A wide range of products that satisfy the mass market's tastes and aspirational needs should be offered by prestige brands. Regarding quality control, it can uphold strict standards for all products and present them as reasonably priced luxury goods. Regarding segmentation, dual targeting enables marketers to find consumer segments that value affordability and quality equally and appeal to those looking for value without sacrificing quality (value-conscious consumers)—moreover, conveying the prestige aspects of the brand without offending mass-market customers.

Tiered pricing has significant implications as well. It can offer various price points within a brand and elevate everyday essentials with subtly prestige cues. Regarding communication channels, social media, influencer marketing, and e-commerce channels are available to marketers on digital platforms. Storytelling can narrate the brand's journey, craftsmanship, and heritage, and marketers can celebrate diverse consumer stories.

Marketers need to concentrate on optimizing their mobile applications to improve the shopping experience for customers. Designing an appealing and user-friendly interface is one helpful strategy. Customers are motivated to engage with the app due to its prominent organization and user-friendly design. It is imperative to prioritize a straightforward user experience. Consumers are drawn increasingly to premium brands as the sector expands due to their symbolic significance. These individuals value social status highly and are proud of it. Marketers must tailor their approach to their individual interests to effectively target this multigenerational client demographic. It includes features like personalized product recommendations, exclusive deals, and features made to enhance the shopping experience.

Businesses must also prioritize a rapid, secure, and user-friendly checkout process that supports mobile wallets and digital currencies to ensure seamless transactions. Prioritizing features like filter options, live chat support, simple search, and loyalty programs is crucial when developing mobile applications. Digital platforms must guarantee customer satisfaction to maintain user engagement and affect purchasing decisions. Growing this vital element is a top concern for prosperous companies. Significant study findings offer new insights to mass-market fashion companies that provide mobile shopping services. These results point to specific areas where companies should concentrate their marketing efforts. According to the study, Generation Z is willing to pay more for fashion premium brands that improve their social status. For Gen Z and X customers, brand managers specializing in high-end fashion clothing and footwear must balance price and perceived quality.

Prioritize the social status, approval, and respect that products can bring to enhance consumer prestige and well-being. The brand can gain significant value with satisfied customers acting as brand ambassadors. Furthermore, incorporating hedonistic elements into marketing strategies can positively impact customer experiences and satisfaction. Utilizing mobile applications in non-game settings can amplify the brand value offered to the customers.

Societal implications

It has been noted that fashion brands find it crucial to offer mobile applications for purchasing their products. As traditional shopping centers are being replaced, mobile shopping has emerged as a new way to shop for fashion brands. Today, necessities and exclusive fashion brands with high-end prices are available for mobile shopping. In the wake of the pandemic, there has been a significant increase in mobile and internet shopping. Interestingly, despite the age gap between Gen Z and Gen X, they share similar shopping habits, such as using OTT platforms and mobile devices, as well as an inclination to purchase high-end fashion brands. Undeniably, the COVID-19 pandemic has had a tremendous impact on consumer behavior and how people shop.

This study highlights the ethical considerations surrounding shopping via mobile applications. How consumers approach their purchasing decisions can raise concerns about Consumer Manipulation, where businesses may use irrelevant tactics to attract buyers. To prevent false or misleading advertising, consumers must exercise caution, while businesses must ensure that their product descriptions and images are truthful. It is also crucial for companies to refrain from targeting children or vulnerable groups in their marketing campaigns, given that many young people use mobile phones. Apps must protect vulnerable groups from advertising, content, and data collection exploitation.

Further research and limitations

Extensive research has been conducted on consumer behavior and purchasing intentions, encompassing physical and digital markets. Internet and mobile consumer behavior have become increasingly vital in today's world. The fashion industry has seen a surge in mobile and internet shopping due to the rapid shifts in consumer preferences and products. While many studies have identified consumer behavioral patterns based on their demographics and social characteristics, a more comprehensive approach is necessary to understand consumer behavior fully. Examining the behavior of other age groups can uncover significant differences and similarities, providing a more complete understanding of consumer trends.

For masstige marketing strategies that aim to retain customers, enhance their reputation, and boost profitability, consumer satisfaction is a crucial statistic connected to consumer pleasure (e.g., Ishaq et al. 2023; Mansor and Paul 2022). According to Li (2020), future research must use more methodical and objective approaches to quantify consumer pleasure and satisfaction through experimental design utilizing the DOE technique. Further, we can see the value in future studies doing a follow-up study in which other researchers may extend our research model, including second-order constructs of the composite of composites type, or run a single research model instead of running alternative models to adequately reflect the mechanism of consumer (brand) happiness of premium fashion brands and value-conscious via digital platforms.

A potential drawback of the study is that not all consumers view prestigious brands as a distinct segmentation category. The perception of what constitutes a prestigious brand can vary among individuals. To effectively tackle this challenge, it is imperative to conduct extensive research by requesting consumers to identify the most esteemed brands. This initial stage can help identify the most accepted prestigious brands for future research.

Future research on the purchase of high-end fashion brands, mainly apparel and footwear, for social status consumption through various digital platforms is warranted by the mixed methods research approach. With a focus on value-conscious consumers in the Gen Z, Gen X, and Gen Y demographics, researchers may offer additional insights into the interaction between qualitative and quantitative methods and the unique benefits of applying mixed methods on consumer (brand) happiness of mass prestige brands and value-conscious of various groups of shoppers for social status consumption via digital platforms. Furthermore, future studies could investigate potential disparities in consumer behavior between domestic and international prestigious brands that are widely consumed.

Conclusions

The internet and social media have significantly changed our lives, especially in how we consume and trade goods. Businesses have shifted their focus to e-commerce, while consumers increasingly turn to online platforms to make purchases. With the pandemic disrupting physical stores, this trend has only accelerated. As a result, consumers have adapted to their new habits of online shopping and app usage, which have become an integral part of their lives even beyond the pandemic.

In the aftermath of the pandemic, we undertook a comprehensive study to gauge consumer satisfaction levels toward mass prestige brands and socially conscious consumption of value-oriented products. Our study, which was conducted on digital platforms with a focus on Gen Z and Gen X consumers, was a thorough exploration of the subject. Drawing upon the theoretical frameworks of Paul (2019) and Kumar et al. (2021), we delved into the correlation between consumer behavior and their willingness to pay premium prices, as well as their engagement patterns with social media, OTT platforms, and gamification. Our aim was to provide a deep understanding of consumer happiness levels when using premium brands of clothing and footwear and to ascertain whether Gen Z and Gen X consumers perceive and prioritize this value and expectation. Additionally, we conducted a meticulous analysis of generational engagement across digital platforms.

Our study analyzed a model of ten distinct hypotheses, each validated at a significant statistical level. Based on the three research objectives and results, we have reached several conclusions based on the model's underlying principles. We found that in-app purchases are directly influenced by prior mobile online shopping, shopping enjoyment, and the use of gamification during shopping. Additionally, we observed that the perceived value of prestigious, high-end brands positively impacts consumer happiness by fostering an idealized self-image and self-awareness, leading to greater engagement on digital platforms among top fashion brands. It, in turn, drives more significant in-purchase activity. Previous online purchases also influence the effect of purchase involvement on the intention to purchase via mobile apps through factors such as mobile shopping enjoyment and gamification. Finally, consumer happiness directly influences purchase intention when using mobile apps. Concerning the study's research objectives, consumers tend to experience high satisfaction when utilizing premium brands that exude prestige. This satisfaction is fueling heightened engagement on digital platforms. Gen Z and Gen X share similar expectations for such brands and are equally willing to make purchases. Additionally, both generations are deeply committed to digital platforms, fostering greater engagement with mobile shopping apps.

The results above have significant implications for authors, businesses, and society. The approach by Kumar et al. (2021) has been confirmed and expanded to demonstrate the impact of happiness on purchasing intentions. Despite the generational differences between Gen Z and Gen X, they share similar consumer behaviors, such as using mobile devices in digital platforms and a willingness to pay premium prices for fashion brands. This shared behavior not only underscores the interconnectedness of these generations but also provides businesses with a clear understanding of their consumer base. With mobile shopping gaining popularity, traditional shopping centers are losing their appeal, and businesses must prioritize their online presence, including sustainable pricing, to attract consumers. Consumers are increasingly discerning and wary of deceptive messaging, valuing product quality and sustainable e-commerce practices. Finally, social status is crucial in the premium clothing and footwear markets. This study provides insights into online and mobile consumer behavior and premium fashion brands of clothing and footwear. Further research is necessary to assess online and mobile consumer behavior variations among different age groups.