Does Social Media Engagement Moderate Brand Engagement and Brand Loyalty? Evidence from Young Consumers of Malaysian Modest Fashion Industry

Ahmad, Zulkarnian; Menon, Ami Suhana; Mason, Cordelia; Shamsudin, Mohd Farid; Sentosa, Ilham

doi:10.37200/ijpr/v24i2/pr200546

Cited by 8 publications

(4 citation statements)

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“…(Becker et al, 2018) highlight the importance of implementing loyalty programs, personalized marketing communication, and effective customer relationship management (CRM) systems. Social media engagement and influencer marketing also play a significant role in engaging and retaining customers in the e-commerce fashion sector (Ahmad et al, 2020). Advancements in technology have transformed customer retention strategies in the e-commerce fashion industry.…”

Section: {25} the Relationship Between Customer Retention And E-comme...mentioning

confidence: 99%

An analysis of customer retention strategies in e-commerce fashion business in the UK: A case study of Primark

Ologunebi

2023

SSRN Journal

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Section: {25} the Relationship Between Customer Retention And E-comme...mentioning

confidence: 99%

An analysis of customer retention strategies in e-commerce fashion business in the UK: A case study of Primark

Ologunebi

2023

SSRN Journal

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“…Consumers actively participate in various social media platforms to exchange their thoughts, opinions, and information about fashion purchases and consumption [60]. Recently, the number of meaningful network studies using big data of social media has increased due to the advantage of obtaining more customer-centered and in-depth information compared to the results derived from surveys or interviews with consumers [21,61,62].…”

Section: Semantic Network Anlaysis Using Text Mining From Big Data Inmentioning

confidence: 99%

Semantic Network Analysis to Explore the Concept of Sustainability in the Apparel and Textile Industry

Youn

Jung

2021

Sustainability

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Consumers are becoming increasingly aware and sensitive to the negative environmental impact caused by the fashion industry and by consumers’ high consumption of fashion. This study analyzes people’s unfiltered comments and behaviors on social media sites related to the sustainability of fashion products. Recently, the number of social media data, called big data, has exploded, transcending the level that can be analyzed with existing tools. This study aims to identify consumers’ perceptions of sustainable fashion using the search words “sustainable fashion” to examine public opinion trends found in SNS big data. Text mining was employed to extract meaningful words from the SNS texts using semantic network analysis to analyze the connectivity and propagation trends. The text data were collected from Facebook using the Google search engine to detect tendencies in the occurrence of keywords related to sustainable fashion in SNS over the past five years (2016~2020). The results revealed that the keywords “eco-friendly”, “ethical”, and “recycle” had the highest frequency and centrality. As a result of grouping the keywords based on their correlations, sustainable fashion texts from the SNS data could be classified into four groups: “supply chain of sustainable fashion”, “circular fashion”, “fashion business concepts for sustainability”, and “academic importance of sustainable fashion”. This study strengthens the extent of research by using SNS big data and provides guidelines for product development and communication strategies for a sustainable fashion industry based on customers’ meaningful opinions.

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“…Although in recent years this concept has gained particular popularity and has been researched in the consumer behavior domain, there is a dearth of empirical studies focusing on the role of customer brand engagement (CBE) [54,55,56,57]. It is believed that brand engagement can contribute to improving organizational results such as sales growth, cost reductions, superior profitability, enhanced consumer contributions toward the collaborative product development processes, brand referrals and enhanced co-creative experiences [58].…”

Section: Student Brand Engagementmentioning

confidence: 99%

Student brand loyalty to public higher education institution

Dimitrova

Ilieva

2021

Мiждисциплiнарнi дослiдження складних систем

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The purpose of this study is to investigate and reveal the relationships between student brand loyalty (SBL) and the four composite variables: brand associations (BA), brand information dissemination and sufficiency (BIDS), perceived quality (PQ), student brand engagement (SBE). The paper also explores possible relations between SBE and the constructs BA, BIDS, PQ. An empirical study was conducted among 250 students of 3 faculties in a public university in Bulgaria. The analysis included the maximum likelihood-ratio chi-square test (G-test), correspondence and multiple correspondence analysis. The results demonstrate a significance of all dependences among variables of the research model except between SBE and BA, PQ. Additionally, there has been little work on SBL relationships to select variables. This study contributes to filling this gap in the research. The suggested research frame provides a useful toolkit in aid of higher education policymakers for diagnosing and upgrading the SBL.

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Does Social Media Engagement Moderate Brand Engagement and Brand Loyalty? Evidence from Young Consumers of Malaysian Modest Fashion Industry

Cited by 8 publications

References 0 publications

An analysis of customer retention strategies in e-commerce fashion business in the UK: A case study of Primark

An analysis of customer retention strategies in e-commerce fashion business in the UK: A case study of Primark

Semantic Network Analysis to Explore the Concept of Sustainability in the Apparel and Textile Industry

Student brand loyalty to public higher education institution

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