Nano Marketing Strategy Orientation Influencing Customer Engagement and Purchase Behavior in Online Fashion Businesses: The Role of Consumer Characteristics as Control Variables

This study examines the influence of nano marketing orientation on customer engagement and purchasing behavior in the online fashion retail industry, with consumer characteristics serving as control variables. Drawing upon relationship marketing theory (Morgan & Hunt, 1994), source credibility theory (Hovland et al., 1953), and customer engagement theory (Brodie et al., 2011), the research develops and tests a structural model integrating perceived personalization, trust in influencers, nano marketing orientation, customer engagement, and purchasing behavior. A quantitative research design was employed using a structured questionnaire distributed to consumers who have experience purchasing fashion products online and engaging with nano-influencers on social media platforms. The data were analyzed using descriptive statistics, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) to examine both direct and indirect relationships among the variables. Reliability and validity were assessed through Cronbach’s alpha, composite reliability, and average variance extracted. The findings indicate that perceived personalization and trust in influencers significantly influence nano marketing orientation. Nano marketing orientation positively affects customer engagement, which in turn has a strong positive impact on purchasing behavior. The results also demonstrate that nano marketing orientation and customer engagement serve as mediating mechanisms linking personalization and trust to purchasing outcomes. Consumer characteristics show partial effects on engagement and marketing orientation, confirming their role as control variables. This study contributes to the literature by integrating personalization, influencer trust, and nano marketing orientation into a comprehensive structural framework. The findings provide practical implications for online fashion retailers, emphasizing the importance of personalized communication, authentic influencer partnerships, and engagementdriven strategies to enhance purchasing behavior in digital environments.