Abstract:
Nowadays most people depend on smartphones not only ftfr communication but also
purchasing. Social media play a major role on that. Self-consistency defines as the
extent which one's self-concept matches there self-concept of another individual or
entity. The self-consistency of customers with premium brands they mention on
Facebook is investigated in this study. It examines if the Actual self-consistency (ASC)
or Ideal self-consistency (ISC) of luxury brands on Facebook can predict the likelihood
that aconsumer will make a purchase additionally, Materialism, Self- monitoring and
Self-esteem are examined as personality antecedents of ASC and ISC Facebook
mention of premium brands. ISC of luxury brands on Facebook can predict the
likelihood that a consumer will make a purchase. This study investigates the selfconsistency post and luxury purchase intention among frontline female workers in
Batticaloa. This study consist self-consistency, acttal self-consistency, ideal selfconsistency and luxury brand purchase intention as variables. And"also this study was
implemented with three dimensions of self-consistency, namely materialism, selfmonitoring and self-esteem.
A cross sectional analytical study was conducted. Data were collected by using
structured questionnaire from 300 frontline workers in organizations in Batticaloa.
Such as, banks, insurance companies and schools. The collected data were analyzedby
using descriptive statistics, correlation and regression analyses on SPSS version 25.0.
In here the convenience sampling method was used.
In this study predicts all variables positively related to the dependent variables. The
present results suggest that ideal self-consistency and actual self-consistency have
positively and significantly related with purchase intention. This finding emphasizes
the Self-consistency positively related with the ASC and ISC. ASC and ISC also
positively related with the purchase intention on social media.
