The influence of perceived deceptive advertising on consumer behaviour in the online fashion environment: A stimulus-organism-response perspective

Background: The rise of online fashion retailing has intensified competition and encouraged many brands to adjust their marketing efforts. Although deceptive advertising may deliver short-term results, it can damage consumer trust and satisfaction, threatening long-term customer relationships. The stimulus-organism-response (S-O-R) theory provides a framework to investigate how deceptive advertising, an external stimulus, affects internal consumer responses and behaviour. Aim: This study investigates how perceived deceptive advertising influences customer satisfaction, electronic word-of-mouth (eWOM) and repurchase intentions in the online fashion industry. Setting: The research was conducted in the online fashion retail sector, using data from 500 online shoppers who had experienced deceptive advertising. Method: A descriptive, quantitative approach was used, employing structured surveys. Structural equation modelling and mediation analysis were conducted to investigate the relationships between the constructs. Results: Findings show that perceived advertising deception significantly reduces customer satisfaction. Lower satisfaction, in turn, leads to less positive eWOM and lower repurchase intentions. Customer satisfaction also plays a mediating role between deceptive advertising and both eWOM and repurchase behaviour. Conclusion: The study tested the deception–satisfaction–behavioural outcome in the South African online fashion market, extending the generalisability to emerging markets. The study emphasises the role of ethical advertising in promoting satisfaction and trust that drive positive eWOM, repurchase intentions and sustainable business growth. Contribution: Ethical advertising should be prioritised to enhance customer satisfaction and build trust-based relationships. By understanding the mediating role of customer satisfaction, retailers can develop more effective marketing strategies that drive positive eWOM and increase repurchase intentions.