Exploring Luxury Brand Engagement In Developing Country: The Role Of Social Media Consumer Involvement

This study learns the antecedents and consequences of consumer brand engagement in the Instagram account of luxury fashion brands. Customer involvement is the antecedent of consumer brand engagement, and the effects were in two variables, i.e., self-brand connection and brand usage intention. Consumer brand engagement was measured in three dimensions, i.e., cognitive process, affection, and activation. We conducted an explanatory survey to test our research hypothesis, and the data collection used an online questionnaire. Our respondents are followers of luxury brands' Instagram and users of luxury fashion brands in Indonesia, and our final usable sample was 172 respondents. The hypothesis testing uses Structural Equation Modelling (SEM). Our findings revealed that consumer involvement positively affects the three dimensions of consumer brand engagement. The three dimensions of consumer brand engagement positively impact self- brand connection and brand usage intention. Therefore, it is essential to maintain and increase the consumer engagement of luxury fashion brands.