Pub Date : 2023-08-30DOI: 10.35530/it.074.04.2022111
Burhan Sadiq, Zhongfu Tan, Tayyeba Bashir, A. Naseem, Khalid Jamil
The use of social media marketing (SMM) use in the garment sector is increasing daily, and well-known brands are shifting their marketing campaign to social media. This study aims to assert the relationship between SMM customer- brand engagement (CBE) and brand knowledge (BK). For this purpose, data were collected from online garment buyers through a questionnaire. Results of the study show that SMM significantly enhances the CBE and BK. Results further elaborate that the CBE substantially mediates the relationship between SMM and BK. This study will bridge the gap in the literature between SMM and CBE. Moreover, this study will help the management of garment brands to shift their marketing campaign on social media to meet the requirements of modern marketing tools. Although this study only focuses on garments brands, future researchers can apply the model of this study to other brands and also enhance the sample size.
{"title":"An empirical assessment of consumer-brand engagement and brand\u0000knowledge through social media marketing activities: a study on online\u0000garments buyers","authors":"Burhan Sadiq, Zhongfu Tan, Tayyeba Bashir, A. Naseem, Khalid Jamil","doi":"10.35530/it.074.04.2022111","DOIUrl":"https://doi.org/10.35530/it.074.04.2022111","url":null,"abstract":"The use of social media marketing (SMM) use in the garment sector is increasing daily, and well-known brands are\u0000shifting their marketing campaign to social media. This study aims to assert the relationship between SMM customer-\u0000brand engagement (CBE) and brand knowledge (BK). For this purpose, data were collected from online garment buyers\u0000through a questionnaire. Results of the study show that SMM significantly enhances the CBE and BK. Results further\u0000elaborate that the CBE substantially mediates the relationship between SMM and BK. This study will bridge the gap in\u0000the literature between SMM and CBE. Moreover, this study will help the management of garment brands to shift their\u0000marketing campaign on social media to meet the requirements of modern marketing tools. Although this study only\u0000focuses on garments brands, future researchers can apply the model of this study to other brands and also enhance the\u0000sample size.","PeriodicalId":13638,"journal":{"name":"Industria Textila","volume":" ","pages":""},"PeriodicalIF":1.4,"publicationDate":"2023-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46937736","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"工程技术","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}