How fashion cewebrity influences customer engagement behavior in emerging economy? Social network influence as moderator |
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| Institution: | 1. Excelia Business School, France;2. School of Management Sciences, Quaid-i-Azam University Islamabad, Pakistan;3. National University of Computer and Emerging Sciences (FAST), Islamabad, Pakistan;4. Imperial College of Business Studies Lahore, Pakistan;5. University of Sharjah, United Arab Emirates;1. School of Business Administration, Shandong Technology and Business University, Yantai, 264005, China;2. Business School, Chengdu University, Chengdu, 610106, China;3. School of Management and Economics, University of Electronic Science and Technology of China, Chengdu, 611731, China;1. School of Business, Korea University, Anam-dong 5-1, Seongbuk-ku, Seoul, 02841, South Korea;2. College of Business, Hawaii Pacific University, 900 Fort Street Mall, Suite PL 600, Honolulu, HI, 96813, USA;3. PMI CO., LTD., 2F Seolin Bldg., 16, Gangnam-daero 91-gil, Seocho-gu, Seoul, 06530, South Korea;1. School of Journalism and Information Communication, Huazhong University of Science and Technology, 1037 Luoyu Road, Wuhan, 430074, China;2. Lundquist College of Business, University of Oregon, 1208 University of Oregon, Eugene, OR, 97403, United States |
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| Abstract: | Social media provides opportunities for individuals to become cewebrities by gaining fame via their presence on different platforms such as Instagram, Facebook, and TikTok. But, how cewebrities are engaging consumers is an under-developed research area that needs researchers' attention. Therefore, this research aims to determine the influence of fashion cewebrity on opinion leaders and customer engagement behaviors in the apparel fashion industry. Also, the moderating role of social networking influence in the relationship between opinion leadership and customer engagement is tested. The data was collected from 472 consumers following fashion cewebrities of five luxury apparel brands, and hypotheses were tested using structural equation modeling. The results confirmed the validity of the newly established scale of fashion cewebrity and endorsed the fashion cewebrity's impact on opinion leadership while opinion leadership mediates the fashion cewebrity – customer engagement behavior relationship. This study proposes that the managers should involve fashion cewebrities during all product development and promotion stages and establish collaboration to reap profit and create strong brand equity. |
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| Keywords: | Fashion cewebrity Opinion leader Customer engagement behavior Apparel & textile industry Pakistan |
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