Micro-influencers have become powerful sources of information for consumers in the digital age. Marketers have strategically collaborated with micro-influencers as brand endorsers to generate valuable content, which attract the consumers and encourage them to engage with micro-influencers, leading to brand evangelism. This reflects the sustainable consumer‒brand relationships. In Southeast Asia, Instagram stands out as the preferred choice for fashion influencers for sharing product information and boosting consumer engagement. The current study is the first one incorporating literature-based frameworks, consisting of consumer-based digital content marketing, information relevance theory, observational learning theory, consumer‒influencer engagement behavior, and brand evangelism, into a unified framework to deal with the research gaps. The quantitative method was applied through using partial least square structural equation modeling (PLS-SEM). The SmartPLS v. 3.3.9 software application was applied to explore the proposed model. The data were acquired from 499 Thai consumers who have followed and engaged the content with fashion micro-influencers on Instagram. The results revealed that the positive effect of topicality of content is the strongest antecedent that motivates consumer‒influencer engagement, while novelty, understandability, reliability, interestingness, and influencers’ authenticity of content also have a positive influence on consumer‒influencer engagement. Finally, the findings showed that consumer‒influencer engagement have vital effects on brand evangelism.

Facebook pages of cosmetic products have substantially grown among millennial consumers. This study aims to explore the motivational factors that affect different types of millennial followers’ engagement, including followers on Facebook pages of cosmetic products, and examine different types of millennial followers’ engagement that influence brand evangelism. A quantitative method involving the technique of partial least square structural equation modeling was applied. An online questionnaire was designed to collect data from millennial followers. The results revealed that informational content stimulates active lurkers and passive participants, while entertaining content positively influences only active participants. Social interaction value is influential to active and passive participants. It was found that identification is the motivation factor that drives both active participants and lurkers. Confidence benefits and special treatment benefits were found to be the motivation factor that stimulates all participants. Social benefits substantially influence active participants and lurkers. Interestingly, the followers’ passive participation has a great influence on brand evangelism. This study opposes the notion that active lurkers and passive participants are less important than active participants and supports the literature by revealing the importance of distinguishing between active participants, active lurkers, and passive participants in causing different impacts on brand evangelism.