Published Online:May 2026
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM020526
DOI:10.71329/IUPJMM/2026.25.2.23-44
Author Name:Mohammad Furqan Khan, Faseeh Amin Beig, Anisa Jan and Sameer Jan Bhat
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:23-44
The study examines the influence of social media marketing activities (SMMAs) on customer brand engagement among apparel brands in India. Grounded in Engagement Theory and Uses and Gratifications Theory, the study investigates whether social media marketing (SMM) significantly enhances cognitive, affective, and behavioral engagement among consumers. A causal and cross-sectional research design was adopted, and data was collected through a structured English-language questionnaire administered to followers of apparel brands on various social media platforms in India. The study employed validated measures adapted from prior research. All variables were measured using a five-point Likert scale. Data was analyzed using exploratory factor analysis, confirmatory factor analysis, and structural equation modelling through SPSS 26.0 and AMOS 24.0. The findings support all proposed hypotheses, revealing that social media marketing positively and significantly influences cognitive engagement, affective engagement and behavioral engagement. The study concludes that effective SMM strategies strengthen consumers’ emotional connection, brand recall, and participation behaviors, thereby enhancing overall customer engagement and supporting long-term brand success in the fashion apparel industry.
The remarkable expansion of the Internet and its extensive societal disruptions through innovations and advancements have significantly transformed the world (Alves et al., 2016; Kamath & Alur, 2024). Social media, a significant innovation of the Internet, has transformed lifestyles through chat-based applications, blogging platforms,