Social Media Marketing Activities as a Catalyst for Sustainable Fast Fashion: A Study of Brand Love and Consumer Buying Intention

Abstract/Description

This study examines the impact of customer community identification, engagement, and brand love on purchase intention in the context of online sustainable apparel, emphasizing the role of social media marketing (SMM) in Pakistan. Data were collected from 405 Pakistani consumers using a purposive sampling method. Respondents, who purchase clothing via social media, completed a structured online questionnaire. Structural equation modelling was used for data analysis. SMM activities significantly enhance customer engagement. Community identification positively influences engagement, which strongly affects brand love. Brand love, in turn, significantly drives purchase intention. The study contributes to limited research on sustainable fashion and SMM in emerging markets, particularly Pakistan. Sustainable fashion brands can increase customer loyalty and purchasing behavior by fostering community identity and emotional connection through targeted SMM strategies.

Keywords

Social Media Marketing Activities, Sustainable Fast Fashion, Consumer Community identification, Customer engagement, Brand Love and Buying Intention.

Track

Marketing

Session Number/Theme

Marketing - Session II

Start Date/Time

13-6-2025 4:10 PM

End Date/Time

13-6-2025 5:30 PM

Location

MCC – 15 AMAN CED Building

Comments

Presenter: Rao Aqib Gohar

Email: rao.g26179@iqra.edu.pk

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Jun 13th, 4:10 PM Jun 13th, 5:30 PM

Social Media Marketing Activities as a Catalyst for Sustainable Fast Fashion: A Study of Brand Love and Consumer Buying Intention

MCC – 15 AMAN CED Building

This study examines the impact of customer community identification, engagement, and brand love on purchase intention in the context of online sustainable apparel, emphasizing the role of social media marketing (SMM) in Pakistan. Data were collected from 405 Pakistani consumers using a purposive sampling method. Respondents, who purchase clothing via social media, completed a structured online questionnaire. Structural equation modelling was used for data analysis. SMM activities significantly enhance customer engagement. Community identification positively influences engagement, which strongly affects brand love. Brand love, in turn, significantly drives purchase intention. The study contributes to limited research on sustainable fashion and SMM in emerging markets, particularly Pakistan. Sustainable fashion brands can increase customer loyalty and purchasing behavior by fostering community identity and emotional connection through targeted SMM strategies.