Examining the effectiveness of fashion marketing on social media: An experiment on influencer’s reputation, post type, and online eWOM valence

This paper investigates the three key determinants of digital marketing and consumer behaviour associated with fashion marketing on social media. The aim of the research is to explore the aspects of Instagram via the R.E.A.N. framework and the purchase intention in fashion consumption. The conceptual model & hypothesis were tested using structural equation modelling. A non-probability sampling with 280 millennials Instagram’s users participated. The empirical results indicate that the account reputation was found to be a significant predictor of REAN engagement. It also concluded that all engagement levels on REAN model have significant relationships toward customer buying intention among eight cases. This study proposes a new conceptual model which can be defined as a stepping stone or future research in the field of fashion. The model is validated in other social networking sites and industries. The findings provide valuable information that can be used in a social media marketing strategy in the contemporary business world.