The Role of Social Media Usage and Engagement on Purchase Intentions for Fashion Brands

Abstract

This study aimed to examine the impact of fashion brand attachment on customer’s purchase intention and the role of social media usage and engagement on this relationship. The data were collected through surveys distributed randomly to 404 social media users in Albania during April 2020. PLS-SEM was used to analyze the relationships between Fashion Brand Attachment (FBA), Social Media Usage (SMU), Social Brand Engagement (SBE), and Purchase Intentions (PI). SMU integrated the social media activity during the coronavirus pandemic, motives, and frequency use of various platforms. The overall model revealed a positive impact of FBA in SBE and PI, indicating that customers with a stronger attachment to fashion brands show a higher commitment to purchase and recommend them to others. The results highlighted that SMU does not contribute directly to generate committed buyers, but moderates the FBA-SBE relationship, indicating an indirect influence on the intentions to purchase fashion brands.