This study offers significant contributions for comprehending customer brand engagement (CBE) on social media by addressing two main objectives: analysing the dynamics of CBE (antecedents, dimensions and outcomes) in the context of fashistry and investigating the moderating result of different social networking platforms on the levels of engagement. A cross-sectional survey of 508 participants following fashion brands on social media in Delhi NCR (India), was examined using PLS-SEM via Smart PLS-4. The findings reveal that social identity and entertainment are key drivers of CBE, while information availability indirectly influences CBE when moderated. This study distinctly illustrates CBE as a second-order construct comprising cognitive processing, affection, activation and social connection as four lower-order constructs. It shows how CBE outcomes such as brand loyalty, brand advocacy, e-WOM and repeat purchase intention are strongly navigated by CBE. The key contribution is the substantiation of how various social media platforms relatively moderate CBE, thus approaching a pivotal gap in scholarly work by unveiling platform-specific deviations in engagement levels. For this, a rare multi-group analysis involving more than two groups was employed.
AlgesheimerR., DholakiaU. M., & HerrmannA. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19–34.
2.
AlgharabatR. S., & RanaN. P. (2020). Social commerce in emerging markets and its impact on online community engagement. Information Systems Frontiers, 23, 1–22.
3.
AlhabashS., & MaM. (2017). A tale of four platforms: Motivations and uses of Facebook, Twitter, Instagram, and Snapchat among college students?Social Media + Society, 3(1), 1–13.
4.
AroraG., & AggarwalD. J. (2020). Cosmopolitanism and clothing interest determinants amongst college students of Delhi. Fashion Practice, 12(2), 288–307.
5.
ArshadM., QasimN., FarooqO., & RiceJ. (2022). Empowering leadership and employees’ work engagement: A social identity theory perspective. Management Decision, 60(5), 1218–1236.
6.
AshleyC., & TutenT. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27.
7.
BagozziR. P., & DholakiaU. M. (2002). Intentional social action in virtual communities. Journal of Interactive Marketing, 16(2), 2–21.
8.
BargerV., PeltierJ. W., & SchultzD. E. (2016). Social media and customer engagement: A review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268–287
9.
BarredaA. A., BilgihanA., NusairK., & OkumusF. (2015). Generating brand awareness in online social networks. Computers in Human Behavior, 50, 600–609.
10.
BaziS., FilieriR., & GortonM. (2020). Customers’ motivation to engage with luxury brands on social media. Journal of Business Research, 112(C), 223–235.
11.
BaziS., FilieriR., & GortonM. (2023). Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty. Journal of Business Research, 160, 113778.
12.
BeckerJ. M., CheahJ. H., GholamzadeR., RingleC. M., & SarstedtM. (2023). PLS-SEM’s most wanted guidance. International Journal of Contemporary Hospitality Management, 35(1), 321–346.
13.
BeckerJ. M., KleinK., & WetzelsM. (2012). Hierarchical latent variable models in PLS-SEM: Guidelines for using reflective-formative type models. Long Range Planning, 45(5–6), 359–394.
14.
BergströmT., & BäckmanL. (2013). Marketing and PR in social media: How the utilization of Instagram builds and maintains customer relationships. University of Gothenburg.
15.
BilroR. G., LoureiroS. M. C., & AliF. (2018). The role of website stimuli of experience on engagement and brand advocacy. Journal of Hospitality and Tourism Technology, 9(2), 204–222.
16.
BrandãoA., PinhoE., & RodriguesP. (2019). Antecedents and consequences of luxury brand engagement in social media. Spanish Journal of Marketing—ESIC, 23(2), 163–183.
17.
BrodieR. J., HollebeekL. D., JuricB., & IlicA. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271.
18.
BruneauV., SwaenV., & ZiddaP. (2018). Are loyalty program members really engaged? Measuring customer engagement with loyalty programs. Journal of Business Research, 91, 144–158.
19.
CalderB. J., MalthouseE. C., & SchaedelU. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing, 23(4), 321–331.
20.
CampbellC., FerraroC., & SandsS. (2014). Segmenting consumer reactions to social network marketing. European Journal of Marketing, 48(3/4), 432–452.
21.
CarlsonJ., RahmanM., VoolaR., & De VriesN. (2018). Customer engagement behaviours in social media: Capturing innovation opportunities. Journal of Services Marketing, 32(1), 83–94. https://doi.org/10.1108/JSM-02-2017-0059
22.
CheungC. M., ShenX. L., LeeZ. W., & ChanT. K. (2015). Promoting sales of online games through customer engagement. Electronic Commerce Research and Applications, 14(4), 241–250.
23.
ChiuH. C., HsiehY. C., LiY. C., & LeeM. (2006). Relationship marketing and consumer switching behavior. Journal of Business Research, 59(4), 437–444.
24.
ChoiL., & BurnhamT. (2021). Brand reputation and customer voluntary sharing behavior: The intervening roles of self-expressive brand perceptions and status seeking. Journal of Product & Brand Management, 30(4), 565–578.
25.
de Oliveira SantiniF., LadeiraW. J., PintoD. C., HerterM. M., SampaioC. H., & BabinB. J. (2020). Customer engagement in social media: A framework and meta-analysis. Journal of the Academy of Marketing Science, 48, 1211–1228.
26.
De VriesL., GenslerS., & LeeflangP. S. (2017). Effects of traditional advertising and social messages on brand-building metrics and customer acquisition. Journal of Marketing, 81(5), 1–15.
27.
DessartL., VeloutsouC., & Morgan-ThomasA. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product & Brand Management, 24(1), 28–42.
28.
De VriesL., GenslerS., & LeeflangP. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91.
29.
De VriesN. J., & CarlsonJ. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21, 495–515.
30.
DholakiaU. M., BagozziR. P., & PearoL. K. (2004). A social influence model of consumer participation in network- and small-group-based virtual communities. International Journal of Research in Marketing, 21(3), 241–263.
31.
DolanR., ConduitJ., FahyJ., & GoodmanS. (2016). Social media engagement behaviour: A uses and gratifications perspective. Journal of Strategic Marketing, 24(3–4), 261–277.
32.
DolanR., ConduitJ., Frethey-BenthamC., FahyJ., & GoodmanS. (2019). Social media engagement behavior: A framework for engaging customers through social media content. European Journal of Marketing, 53(10), 2213–2243.
33.
DominiciG., RoblekV., AbbateT., & TaniM. (2016). Click and drive: Consumer attitude to product development: Towards future transformations of the driving experience. Business Process Management Journal, 22(2), 420–434.
34.
DonovanR. J., & RossiterJ. R. (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 58(1), 34–57.
35.
DuffettR. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19–39.
36.
EnginkayaE., & YılmazH. (2014). What drives consumers to interact with brands through social media? A motivation scale development study. Procedia-Social and Behavioral Sciences, 148, 219–226.
37.
EtikanI., MusaS. A., & AlkassimR. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4.
38.
FarhatK., AslamW., & MokhtarS. S. M. (2021). Beyond social media engagement: Holistic digital engagement and a social identity perspective. Journal of Internet Commerce, 20(3), 319–354.
39.
GambettiR. C., & GraffignaG. (2010). The concept of engagement: A systematic analysis of the ongoing marketing debate. International Journal of Market Research, 52(6), 801–826.
40.
GummerusJ., LiljanderV., WemanE., & PihlströmM. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857–877.
41.
GuptaA. K., & ShuklaA. V. (2015). Store choice behaviour for consumer durables in NCT-Delhi: Effect of shopper’s demographics. Paradigm, 19(2), 152–169.
42.
HairJ. F., GabrielM., & PatelV. (2014). AMOS covariance-based structural equation modeling (CB-SEM): Guidelines on its application as a marketing research tool. Brazilian Journal of Marketing, 13(2), 44–55.
43.
HairJ. F., HultG. T. M., RingleC. M., & SarstedtM. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage Publications.
44.
HairJ. F., RisherJ. J., SarstedtM., & RingleC. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
45.
HenselerJ., RingleC. M., & SarstedtM. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115–135.
46.
HollebeekL. (2011). Exploring customer brand engagement: Definition and themes. Journal of Strategic Marketing, 19(7), 555–573.
47.
HollebeekL. D., GlynnM. S., & BrodieR. J. (2014). Customer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165.
48.
HollebeekL. D., & MackyK. (2019). Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45, 27–41.
49.
HollebeekL. D., SrivastavaR. K., & ChenT. (2019). SD logic–informed customer engagement: Integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, 47(1), 161–185.
50.
HomansG. C. (1974). Social behavior: Its elementary forms (rev. ed.). Harcourt Brace Jovanovich.
51.
HonoraA., WangK. Y., & ChihW. H. (2024). Gaining customer engagement in social media recovery: The moderating roles of timeliness and personalization. Internet Research, 34(2). https://doi.org/10.1108/INTR-06-2022-0439
52.
HowardP. N., & ParksM. R. (2012). Social media and political change: Capacity, constraint, and consequence. Journal of Communication, 62(2), 359–362.
53.
HudsonS., HuangL., RothM. S., & MaddenT. J. (2015). The influence of social media interactions on consumer-brand relationships: A three-country study of brand perceptions and marketing outcomes. International Journal of Research in Marketing, 32(1), 27–41.
54.
IslamJ. U., & RahmanZ. (2016). Linking customer engagement to trust and word-of-mouth on Facebook brand communities: An empirical study. Journal of Internet Commerce, 15(1), 40–58.
55.
IslamJ. U., & RahmanZ. (2017). The impact of online brand community characteristics on customer engagement: An application of stimulus-organism-response paradigm. Telematics and Informatics, 34(4), 96–109.
56.
IzogoE. E., MpinganjiraM., KarjaluotoH., & LiuH. (2022). Examining the impact of eWOM-triggered customer-to-customer interactions on travelers’ repurchase and social media engagement. Journal of Travel Research, 61(8), 1872–1894.
57.
JaakkolaE., & AlexanderM. (2014). The role of customer engagement behavior in value co-creation: A service system perspective. Journal of Service Research, 17(3), 247–261.
58.
KatzE., BlumlerJ. G., & GurevitchM. (1973). Uses and gratifications research. Public Opinion Quarterly, 37(4), 509–523.
59.
KaurG., DeshwalP., & DangiH. K. (2023a). Customer engagement: A systematic review and future research agenda. International Journal of Internet Marketing and Advertising, 18(2–3), 148–180.
60.
KaurG., DeshwalP., & DangiH. K. (2023b). Seventeen years of customer engagement research: A bibliometric and network analysis. International Journal of Bibliometrics in Business and Management, 2(4), 381–405.
61.
KimJ., & LeeK. H. (2019). Influence of integration on interactivity in social media luxury brand communities. Journal of Business Research, 99, 422–429.
62.
KujurF., & SinghS. (2018). Emotions as predictor for customer engagement in YouTube advertisement. Journal of Advances in Management Research, 15(2), 184–197.
63.
KujurF., & SinghS. (2019). Antecedents of relationship between customer and organization developed through social networking sites. Management Research Review, 42(1), 2–24.
64.
KumarJ., & NayakJ. K. (2019). Understanding the participation of passive members in online brand communities through the lens of psychological ownership theory. Electronic Commerce Research and Applications, 36, 100859.
65.
KumarJ., RanaS., RaniG., & RaniV. (2024). How phygital customers’ experience transforms the retail banking sector? Examining customer engagement and patronage intentions. Competitiveness Review: An International Business Journal, 34(1), 92–106.
66.
LarocheM., HabibiM. R., & RichardM. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media?International Journal of Information Management, 33(1), 76–82.
67.
LatifK., ChaudharyG. M., & WaqasA. (2020). Relationship between accounting conservatism and investment efficiency with the moderating role of IFRS adoption in Pakistan. Journal of Accounting and Finance in Emerging Economies, 6(4), 1139–1150.
68.
LeeC. H., ChenC. W., ChenW. K., & LinK. H. (2021). Analyzing the effect of social support and customer engagement on stickiness and repurchase intention in social commerce: A trust transfer perspective. Journal of Electronic Commerce Research, 22(4), 363–381.
69.
LeeJ. E., & WatkinsB. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753–5760.
70.
LooP. T. (2020). Exploring airline companies’ engagement with their passengers through social network: An investigation from their Facebook pages. Tourism Management Perspectives, 34, 100657.
71.
LouC., & XieQ. (2021). Something social, something entertaining? Exploring the influence of social media influencers’ content characteristics on engagement behavior. Journal of Marketing Communications, 27(3), 1–22.
72.
LoureiroS. M. C., & de AraujoA. B. (2015). Negative film plot and tourists image and intentions: The case of city of god. Journal of Travel & Tourism Marketing, 32(4), 352–365.
73.
LoureiroS. M. C., & RibeiroL. (2012, October). The impact of online atmospheric cues on emotions and word-of-mouth: Gender differentiation. 5th Annual EuroMed Conference of the EuroMed Academy of Business.
74.
McKinsey & Company. (2019). The future of Asia: Asian flows and networks are defining the next phase of globalization. McKinsey Global Institute. https://www.mckinsey.com
75.
MehrabianA., & RussellJ. A. (1974). A verbal measure of information rate for studies in environmental psychology. Environment and Behavior, 6(2), 233.
76.
MikalefP., GiannakosM., & PateliA. (2013). Shopping and word-of-mouth intentions on social media. Journal of Theoretical and Applied Electronic Commerce Research, 8(1), 17–34.
77.
MishraV., & MishraM. P. (2023). PRISMA for review of management literature—method, merits, and limitations: An academic review. In RanaS., SinghJ., & KathuriaS. (Eds.), Advancing methodologies of conducting literature review in management domain (pp. 125–136). Emerald Publishing Limited.
78.
MoherD., LiberatiA., TetzlaffJ., AltmanD. G., & the PRISMA Group. (2009). Preferred reporting items for systematic reviews and meta-analyses: The PRISMA statement. PLoS Medicine, 6(7), e1000097.
79.
MolinerM. Á., Monferrer-TiradoD., & Estrada-GuillénM. (2018). Consequences of customer engagement and customer self-brand connection. Journal of Services Marketing, 32(4), 387–399.
80.
MollenA., & WilsonH. (2010). Engagement, telepresence and interactivity in online customer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9–10), 919–925.
81.
MorganR. M., & HuntS. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
82.
Muñoz-ExpósitoM., Oviedo-GarcíaM. Á., & Castellanos-VerdugoM. (2017). How to measure engagement in Twitter: Advancing a metric. Internet Research, 27(5), 1122–1148.
83.
OliverR. L. (1999). Whence consumer loyalty?Journal of Marketing, 63(4, Suppl 1), 33–44.
84.
OlneyT. J., HolbrookM. B., & BatraR. (1991). Consumer responses to advertising: The effects of ad content, emotions, and attitude toward the ad on viewing time. Journal of Consumer Research, 17(4), 440–453.
85.
O’ReillyS., & KumarA. (2016). Closing the loop: An exploratory study of reverse ready-made garment supply chains in Delhi NCR. The International Journal of Logistics Management, 27(2), 486–510.
86.
OzuemW., WillisM., HowellK., HelalG., RanfagniS., & LancasterG. (2021). Effects of online brand communities on millennials’ brand loyalty in the fashion industry. Psychology & Marketing, 38(5), 774–793.
87.
PalinkasL. A., HorwitzS. M., GreenC. A., WisdomJ. P., DuanN., & HoagwoodK. (2015). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533–544.
88.
PansariA., & KumarV., (2017). Customer engagement: The construct, antecedents, & outcomes. Journal of the Academy of Marketing Science, 45(3), 294–311.
89.
PariharP., DawraJ., & SahayV. (2018). The role of customer engagement in the involvement-loyalty link. Marketing Intelligence & Planning, 37(1), 66–79.
90.
ParkH. J., RaboltN. J., & JeonK. S. (2010). Purchasing global luxury brands among young Korean consumers. Journal of Fashion Marketing and Management, 14(3), 433–449.
91.
PolitesG. L., RobertsN., & ThatcherJ. (2012). Conceptualizing models using multidimensional constructs: A review and guidelines for their use. European Journal of Information Systems, 21(1), 22–48.
92.
RanaS., BagS., GhosalI., & PrasadB. (2023). How do influencers moderate purchase motives? An application of SOR model to assess the effects of reviewers’ rating on online purchase. Journal of Promotion Management, 29(8), 1168–1197.
93.
RappA., BeitelspacherL. S., GrewalD., & HughesD. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 41, 547–566.
94.
RasoolA., ShahF. A., & TanveerM. (2021). Relational dynamics between customer engagement, brand experience, and customer loyalty: An empirical investigation. Journal of Internet Commerce, 20(3), 273–292.
95.
ReadW., RobertsonN., McQuilkenL., & FerdousA. S. (2019). Consumer engagement on Twitter: Perceptions of the brand matter. European Journal of Marketing, 53(9), 1905–1933.
96.
RingleC. M., SarstedtM., & StraubD. W. (2012). Editor’s comments: A critical look at the use of PLS-SEM in ‘MIS Quarterly’. MIS Quarterly, 36(1), iii–xiv.
97.
RohmA., KaltchevaV. D., & MilneG. R. (2013). A mixed-method approach to examining brand-consumer interactions driven by social media. Journal of Research in Interactive Marketing, 7(4), 295–311.
98.
RoseS., ClarkM., SamouelP., & HairN. (2012). Online customer experience in e-retailing: An empirical model of antecedents and outcomes. Journal of Retailing, 88(2), 308–322.
99.
SalunkeP., & JainV. (2022). Instagram marketing (2015–2021): A review of past trends, implications, and future research. In SakshiS. Rana,, & SinghJ. (Eds.), Exploring the latest trends in management literature (pp. 129–146). Emerald Publishing Limited.
100.
SamalaN., & KatkamB. S. (2020). Fashion brands are engaging the millennials: A moderated-mediation model of customer-brand engagement, participation, and involvement. Young Customers, 21(2), 233–253.
101.
SandiH. A., & AtmajaF. T. (2024). The impact of information content and entertainment content on customer engagement and customer loyalty: A study on Scarlett’s customer base. Journal of Entrepreneurship and Business, 5(1), 69–78.
102.
SandunimaK. C., & JayasuriyaN. (2024). Impact of firm-created and user-generated social media marketing on customers’ purchase intention in the fashionwear industry: Evidence from Sri Lanka. South Asian Journal of Marketing, 5(1), 61–73.
103.
SarstedtM., Hair JrJ. F., CheahJ. H., BeckerJ. M., & RingleC. M. (2019). How to specify, estimate, and validate higher-order constructs in PLS-SEM. Australasian Marketing Journal, 27(3), 197–211.
104.
SarstedtM., & RingleC. M. (2010). Treating unobserved heterogeneity in PLS path modeling: A comparison of FIMIX-PLS with different data analysis strategies. Journal of Applied Statistics, 37(8), 1299–1318.
105.
SheldonP., & BryantK. (2016). Instagram: Motives for its use and relationship to narcissism and contextual age. Computers in Human Behavior, 58, 89–97.
106.
SrivastavaM., & SivaramakrishnanS. (2021). The impact of eWOM on consumer brand engagement. Marketing Intelligence & Planning, 39(3), 469–484.
107.
Statista. (2023a). Global social networks ranked by number of users. https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
108.
Statista. (2023b). Number of worldwide social network users. https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/
109.
SweeneyJ. C., & SoutarG. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220.
110.
ThaoV. T., WozniakT., & LiebrichA. (2017). Customer engagement in Facebook brand communities: Measurement and best practices from the airline industry. Information and Communication Technologies in Tourism 2017: Proceedings of the International Conference in Rome, Italy, January24–26, 2017 (pp. 683–696). Springer International Publishing.
111.
The Daily Guardian. (2023). Navigating diversity of social media platforms in Asia-Pacific region. https://thedailyguardian.com/navigating-diversity-of-social-media-platforms-in-asia-pacific-region/
112.
TsaiW. H. S., & MenL. R. (2013). Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising, 13(2), 76–87.
113.
TsimonisG., & DimitriadisS. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328–344.
114.
Van DoornJ., LemonK. N., MittalV., NassS., PickD., PirnerP., & VerhoefP. C. (2010). Customer engagement behavior: Theoretical foundations & research directions. Journal of Service Research, 13(3), 253–266.
115.
VivekS. D., BeattyS. E., DalelaV., & MorganR. M. (2014). A generalized multidimensional scale for measuring customer engagement. Journal of Marketing Theory and Practice, 22(4), 401–420.
116.
VivekS. D., BeattyS. E., & MorganR. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122–146.
117.
VoorveldH. A., Van NoortG., MuntingaD. G., & BronnerF. (2018). Engagement with social media and social media advertising: The differentiating role of platform type. Journal of Advertising, 47(1), 38–54.
118.
WallaceE., BuilI., & CatalánS. (2020). Facebook and luxury fashion brands: Self-congruent posts and purchase intentions. Journal of Fashion Marketing and Management: An International Journal, 24(4), 571–588.
119.
WangW., WeiJ., XuH., MiaoS., & LiaoY. (2023). Social media marketing contributes to customer value: The role of customer engagement. Social Behavior & Personality: An International Journal, 51(8), e12532.
120.
WangX., YuC., & WeiY. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of Interactive Marketing, 26(4), 198–208.
121.
WilkV., SoutarG. N., & HarriganP. (2021). Online brand advocacy and brand loyalty: A reciprocal relationship?Asia Pacific Journal of Marketing and Logistics, 33(10), 1977–1993.
122.
ZhuX., TengL., FotiL., & YuanY. (2019). Examining the effect of consumer engagement on purchase intention in social commerce context: A S-O-R perspective. Journal of Retailing and Consumer Services, 50, 92–101.
