| Issue |
E3S Web Conf.
Volume 571, 2024
1st International Conference on Management and Sustainable Environment (ICOMSE 2024)
|
|
|---|---|---|
| Article Number | 02006 | |
| Number of page(s) | 9 | |
| Section | Marketing Management in Sustainable Environment | |
| DOI | https://doi.org/10.1051/e3sconf/202457102006 | |
| Published online | 20 September 2024 | |
Exploring Luxury Brand Engagement In Developing Country: The Role Of Social Media Consumer Involvement
Universitas Muhammadiyah Yogyakarta
* Corresponding author: indahfatmawati@umy.ac.id
This study learns the antecedents and consequences of consumer brand engagement in the Instagram account of luxury fashion brands. Customer involvement is the antecedent of consumer brand engagement, and the effects were in two variables, i.e., self-brand connection and brand usage intention. Consumer brand engagement was measured in three dimensions, i.e., cognitive process, affection, and activation. We conducted an explanatory survey to test our research hypothesis, and the data collection used an online questionnaire. Our respondents are followers of luxury brands' Instagram and users of luxury fashion brands in Indonesia, and our final usable sample was 172 respondents. The hypothesis testing uses Structural Equation Modelling (SEM). Our findings revealed that consumer involvement positively affects the three dimensions of consumer brand engagement. The three dimensions of consumer brand engagement positively impact self- brand connection and brand usage intention. Therefore, it is essential to maintain and increase the consumer engagement of luxury fashion brands.
© The Authors, published by EDP Sciences, 2024
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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