No One Is Leaving This Time: Social Media Fashion Brand Communities

Albert Chukwunonso Diachi, Ayşe Tansu and Oseyenbhin Sunday Osemeahon
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Albert Chukwunonso Diachi: Management Information Systems Department, School of Applied Sciences, Cyprus International University, Nicosia 99258, Turkey
Ayşe Tansu: Industrial Engineering Department, Faculty of Engineer, Cyprus International University, Nicosia 99258, Turkey
Oseyenbhin Sunday Osemeahon: Management Information Systems Department, School of Applied Sciences, Cyprus International University, Nicosia 99258, Turkey

Sustainability, 2021, vol. 13, issue 23, 1-14

Abstract: In an attempt to enrich existing literature on online fashion brand communities in the digital era, this research aimed at exploring the relationship between peer influence and self-disclosure on sustaining consumer engagement in generating loyalty to social media fashion brand communities (SMFBCs). The survey included a sample of 365 members who follow local Nigerian SMFBCs and was analyzed using SmartPLS v3.2.9. Findings from the study show that peer influence and self-disclosure have a positive impact on sustaining consumer engagement in social media fashion brand communities. Furthermore, the findings show that self-disclosure mediated the relationship between peer influence and sustaining consumer engagement. Finally, consumer engagement fosters loyalty to social media brand communities.

Keywords: peer influence; self-disclosure; social media fashion brand community; sustaining consumer engagement (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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