This study applied the theory of customer values to investigate influences of social media content by male fashion magazines on customer values, brand love, and purchase intentions. The survey results demonstrated that entertainment content and knowledge and expertise content can increase customers' functional, hedonic, symbolic, cost-sacrifice, and social values. This paper contributes to the literature by clarifying which kinds of content can effectively increase customer values, brand love, and purchase intentions. It also made academic contributions by extending customer values to media industry and found appropriate values to evaluate media's customer values. This study finally offered some practical suggestions.
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