Consumers’ Journey toward Brand Loyalty Using Social Media Brand Community Engagement: A Case of Fashion Brands

AbstractSocial media brand communities engage consumers and build relationships. This research aims to empirically investigate how consumer engagement in social media brand communities can be used to achieve branding outcomes. Fashion brands are divided into three categories clothing, shoes and bags, and accessories. Data was collected and analyzed using structural equation modeling based on a survey of 475 people who belong to social media brand communities of fashion brands. PLS-SEM was used to test the hypothesis. The study reveals Social Media Brand Engagement of consumers of fashion brands positively influences brand experience, brand image, trust, and loyalty. Furthermore, product type moderates the relationship between Social Media Brand Community Engagement and Brand Experience.Keywords: social media brand community (SMBC)social media brand community engagement (SMBCE)brand experience (BE)brand image (BI)brand trust (BT)brand loyalty (BL)fashion brands Disclosure statementNo potential conflict of interest was reported by the author(s).