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Lookup NU author(s): Dr Salah Bazi,
Professor Matthew GortonORCiD
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
Customer engagement is a key metric for gauging brands’ social media success. Luxury fashion brands increasingly use social media to connect with customers. This paper tests a model of the antecedents and consequences of engagement with luxury fashion brands on social media. Developing a content aesthetic quality scale with a sample of 1166 buyers of luxury fashion brands, we identify two routes for how social media content can augment brand loyalty and foster brand love for luxury fashion brands. We reveal that the effectiveness of social media content in generating customer brand engagement depends on its ability to be entertaining. Specifically, our findings demonstrate that entertainment affects customer engagement and mediates the relationship between content marketing (specifically, content aesthetic quality and celebrity endorsement) and customer engagement with luxury fashion brands.
Author(s): Bazi S, Filieri R, Gorton M
Publication type: Article
Publication status: Published
Journal: Journal of Business Research
Print publication date: 01/05/2023
Online publication date: 28/02/2023
Acceptance date: 16/02/2023
Date deposited: 05/05/2023
ISSN (print): 0148-2963
ISSN (electronic): 1873-7978
Publisher: Elsevier Inc.
ePrints DOI: 10.57711/gsrx-ag87
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