An empirical assessment of consumer-brand engagement and brand knowledge through social media marketing activities: a study on online garments buyers

Abstract

The use of social media marketing (SMM) use in the garment sector is increasing daily, and well-known brands are shifting their marketing campaign to social media. This study aims to assert the relationship between SMM customer-brand engagement (CBE) and brand knowledge (BK). For this purpose, data were collected from online garment buyers through a questionnaire. Results of the study show that SMM significantly enhances the CBE and BK. Results further elaborate that the CBE substantially mediates the relationship between SMM and BK. This study will bridge the gap in the literature between SMM and CBE. Moreover, this study will help the management of garment brands to shift their marketing campaign on social media to meet the requirements of modern marketing tools. Although this study only focuses on garments brands, future researchers can apply the model of this study to other brands and also enhance the sample size.