A STUDY OF SOCIAL MEDIA USAGE, ENGAGEMENT, AND BRAND INTIMACY: AN EMPIRICAL ANALYSIS OF DIGITAL FASHION MARKETING

Swati Bhalla; Pradeep Joshi

doi:10.29121/shodhkosh.v7.i5s.2026.7637

Authors

Swati Bhalla Assistant Professor, Amity University, ASFT, Sector 125, Noida, Uttar Pradesh, India
Pradeep Joshi Group Addl. Pro Vice Chancellor, Director General and Dean (Faculty of Applied Arts/Fine Arts/Performing Arts/Visual Arts), Amity University, ASFT, Sector 125, Noida, Uttar Pradesh, India

DOI:

https://doi.org/10.29121/shodhkosh.v7.i5s.2026.7637

Keywords:

Interactive Marketing, Brand Relationship, Social Media Marketing, Digital Consumer Behavior

Abstract [English]

This study aims to examine how social media usage and engagement behaviours influence the development of brand intimacy within the digital fashion industry. Adopting a quantitative research design, the study employs a structured survey method to collect data from active social media users across India. The data were analysed using Principal Component Analysis (PCA) to identify underlying dimensions of consumer engagement and emotional connection.
The findings reveal two key components—Social Media Usage/Engagement and Brand Intimacy—highlighting the dual behavioural and emotional dimensions of consumer–brand interaction. The results indicate that engagement acts as a critical mediating mechanism between social media usage and brand intimacy. Behavioural interactions such as liking, sharing, and participating in brand activities, combined with personalized and interactive content, significantly enhance consumer trust, emotional attachment, and loyalty toward fashion brands.
The study concludes that digital marketing effectiveness extends beyond visibility and reach, emphasizing the importance of meaningful, interactive, and personalized communication in fostering long-term consumer–brand relationships. It highlights that engagement is both behavioural and emotional in nature, evolving into brand intimacy through sustained and value-driven digital interactions. The research contributes to the theoretical understanding of consumer engagement by reinforcing its multidimensional structure and offers practical insights for fashion marketers to design human-centric, data-informed, and emotionally resonant digital strategies.

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