Understanding the social consumer fashion brand engagement journey: insights about reputed fashion brands

Abstract

The rise of social media platforms (SMPs) has increased information exchange, which can influence social consumer fashion brand engagement (SCFBE). Although there is evidence that SMPs increase online purchasing, there is limited understanding regarding how SMPs affect social fashion engagement, fashion brand relevance, and buying decisions. The present study targeted social media users who directly or indirectly engaged with reputed fashion brands in the UK. Findings revealed that social passion, social tendency, individual warmth, and social liking enhance social fashion brand engagement. The study found that equitable fit, bearability, and viability are three important factors of fashion brand relevance. Finally, social ties and trust, credibility, homophily, and discounts are the drivers of purchasing decisions for fashion brands. Based on the results, the study presents a SCFBE model, which is supported by the triangular theory of love and social impact theory. The results of this study can inform marketing managers within fashion brand organizations of the driving forces of SCFBE.