Social Media Marketing and Online Brand Loyalty: Examining the Roles of Customer Engagement and Brand Trust in Fashion Brands

In the digital era, social media has become a critical platform for brands to engage consumers and build loyalty. This study investigates the impact of Social Media Marketing Activities (SMMA) on Online Brand Loyalty (OBL) in the fashion industry, examining the mediating role of Online Customer Engagement (CE) and the moderating role of Brand Trust (BT). A quantitative research design was employed, collecting data from 300 active social media users through a structured questionnaire. SMMA was measured across five dimensions: entertainment, interaction, trendiness, customization, and electronic word-of-mouth (eWOM), while CE, BT, and OBL were assessed using validated scales from prior studies. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate reliability, validity, and structural relationships, including direct, indirect, and moderated effects. The results indicate that SMMA positively influences CE and OBL both directly and indirectly, with CE partially mediating the relationship between SMMA and loyalty. Brand Trust significantly moderates the CE–OBL relationship, strengthening the effect of engagement on loyalty when trust is high. The findings provide valuable theoretical insights by reinforcing the S–O–R framework in online marketing contexts and offer practical guidance for fashion brands to develop interactive, engaging, and trust-enhancing social media strategies that foster long-term customer loyalty.