Title: Social media marketing and the world of fashion: identification of determinants for building consumer brand relationship and shaping consumer brand perception

Authors: Virtika Singhal; Vandana Ahuja

Addresses: Amity Business School, Amity University, Uttar Pradesh, Noida, India ' Amity Business School, Amity University, Uttar Pradesh, Noida, India

Abstract: The fashion industry, inherently characterised by innovation and disruption, is rapidly evolving. A transformation is being witnessed in how the fashion fraternity is communicating with the world. Social media has emerged as a strong platform being used by all the stakeholders of the fashion industry, as they start appreciating the dramatic manner in which this medium has been able to influence, engage and build loyal associations. This study analyses how social media is helping fashion brands in improving consumer-brand associations and identifies the determinants of consumer brand relationship and consumer brand perception in the context of the fashion ecosystem. Subsequently, the manuscript proposes two conceptual models (the RCEE model of consumer-brand relationship and the RDIB model of consumer-brand perception) for examining these constructs in detail, by building a clearer theoretical perspective.

Keywords: social media; social media marketing; fashion industry; consumer brand relationship; consumer brand perception.

DOI: 10.1504/IJMP.2023.129209

International Journal of Management Practice, 2023 Vol.16 No.2, pp.186 - 211

Received: 09 Mar 2021
Accepted: 15 Jul 2021
Published online: 01 Mar 2023 *

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