Title: Conceptualising involvement in fashion social media brand communities

Authors: Ángel Hernández-García; Santiago Iglesias-Pradas

Addresses: Departamento de Ingeniería de Organización, Administración de Empresas y Estadística, ETSI de Telecomunicación, Universidad Politécnica de Madrid, Avenida Complutense 30, Madrid, Spain ' Departamento de Ingeniería de Organización, Administración de Empresas y Estadística, ETSI de Telecomunicación, Universidad Politécnica de Madrid, Avenida Complutense 30, Madrid, Spain

Abstract: This study addresses the lack of understanding of the different elements (fashion products, fashion brands, social media platforms) and types of involvement (enduring and situational) that interplay in the development of involvement with fashion brands in social media communities. The research revises the concept of involvement in fashion social media brand communities from a multidimensional approach, with three different dimensions: fashion involvement, fashion brand involvement (enduring) and involvement with social media brand communities (situational). The revised conceptualisation of involvement is empirically tested using a sample (N = 451) of members of different luxury fashion and fast-fashion social media brand communities in Indonesia, a country with one of the largest social media audiences in the world. The results show that a multidimensional view provides a more adequate framework to study involvement in social media, even though further investigation is required to fully understand the concept of involvement in social media brand communities.

Keywords: involvement; fashion brands; social media; social media marketing; social media communities.

DOI: 10.1504/EJIM.2022.119744

European Journal of International Management, 2022 Vol.17 No.1, pp.149 - 167

Received: 24 Apr 2018
Accepted: 12 Sep 2018
Published online: 20 Dec 2021 *

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