Fortifying social media content with behavioral engagement for purchase intention of fast fashion brands

Abstract

Consumer engagement studies are increasingly becoming extremely important as fragmented consumers attention and (re) purchase decisions are being influenced by social media content .This study provides a fresh perspective about the mediating effect of the behavioural dimension of consumer engagement , among social media content creation and (re) purchase intention with respect to international fast fashion brands in India. An online sample was undertaken and Structural equation modelling (SEM) via R studio was used for data analysis. The result of the dataset indicate that there is a significant relationship between social media content creation and (re) purchase intention of apparel brands, and behavioural dimension of consumer engagement being seen to partially mediate between the two. Consumer involvement is leading marketers to deploy new online led communication strategies and therefore, this study explores how creating of social media content particularly across Facebook, Instagram and YouTube, affects the (re) purchase intention of a brand and is mediated by consumer engagement.