ABSTRACT
Purpose>The purpose of this paper is to analyze how fashion consumers behave when they make purchases using social media platforms – specifically, Instagram. In particular, the work examines the role played by consumer–brand involvement and self–brand connection (SBC) as predictors of customer brand engagement (CBE).Design/methodology/approach>In this paper, social commerce-adoption is modeled, using three variables: customer engagement, SBC and fashion-consumer brand-involvement. Using a personal online survey, data on social media users classified as millennials and Generation Z were collected. The model is analyzed using structural equation modeling (SEM).Findings>Consumer involvement in fashion has a positive effect on cognitive processing and activation, but not on affection. SBC has a positive effect on all three analyzed dimensions. Finally, gender is found to exert a moderating effect on the relationship between the “CBE activation” dimension and brand loyalty.Research limitations/implications>The research was conducted during the lockdown imposed due to the COVID-19 pandemic, which may have influenced the responses. Other limitations and potential lines of research for the future are presented at the end of the paper.Practical implications>Some of the results of this study can directly inform the social media strategies of fashion companies that use Instagram as a channel of communication with their customers. They can also contribute to incentivizing co-created content and increasing consumption among both men and women.Originality/value>The present study contributes to addressing the scarcity of studies dealing with CBE and social commerce in the fashion sector and, in particular, fashion-consumer behavior on social media (specifically, Instagram).