Author(s): Shikha Sharma, Rachna Jain and Mohita Maggon
Instagram's feature that allows for visual storytelling gives luxury fashion firms a suitable platform to improve their online identity and presence in order to establish stronger relationships with their customers. The purpose of this study is to investigate how social media digital brand experiences affect consumers' views of luxury fashion businesses' authenticity, attachment, and loyalty. In order to gather data for this study's quantitative analysis, 240 respondents who follow luxury brands on Instagram completed a survey. Partial least squares structural equation modeling (PLS-SEM) was used for the empirical testing and estimate of the suggested model. The study's findings demonstrated that consumers' favorable perceptions of a brand's authenticity, affiliation, and loyalty are influenced by their digital brand experiences. It was discovered that brand loyalty and digital brand experiences are somewhat mediated by brand attachment and authenticity. Authenticity is one of the most important aspects of a brand's social media presence, which will significantly boost customer connection. The digital brand experience and the physical experience ought to be combined. In conclusion, consumers develop connection and loyalty to a luxury fashion brand by equating their encounters with digital brands with genuine emotions. In addition to providing insightful information about digital brand experiences and associated key concepts within the luxury fashion brand context, this study has important practical ramifications for social media platform operations.