Please use this identifier to cite or link to this item: https://rda.sliit.lk/handle/123456789/3116
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dc.contributor.authorWimanthika, K-
dc.contributor.authorWisenthige, K-
dc.contributor.authorRathnayake, K-
dc.contributor.authorEdirisooriya, D-
dc.contributor.authorCadir, I-
dc.contributor.authorAbeysekara, A-
dc.date.accessioned2022-12-19T09:30:32Z-
dc.date.available2022-12-19T09:30:32Z-
dc.date.issued2022-12-01-
dc.identifier.isbn9786246010041-
dc.identifier.urihttps://rda.sliit.lk/handle/123456789/3116-
dc.description.abstractMany brands are interested in their public profiles because they highlight the value of actively engaging in overall social media interactions in establishing their brand within and between consumers. As today's fashion customers have more choice and understanding, this provides a challenge to companies in terms of client loyalty. Fashion and clothing manufacturers are increasingly conscious of the link between brand recognition, fashionrelated conversations, and future purchasing behaviour. The emphasis of this study is on fashion brands' successful customer-engagement marketing techniques through Instagram. This study looks at the most up-to-date consumer engagement that takes place on Instagram with the variables of media richness and verbal interactivity. Basically, the entire research that has been carried out is based on Morgan table 384 and incorporates pages of 14 specific brands with more than 50k followers. The result was generated using multinominal logistic regression to analysis data. The findings show that, among the variables chosen, media richness has a greater influence than verbal interactivity. When examining each variable separately, it becomes clear that the media richness variable has a greater engagement rate for edited photos than for actual photos, carousels, and videos. The main objective of the study is to realise the increase of consumer engagement through the above-mentioned independent variables. Empirical studies were uncovered defining how modern marketing communications connect brands into customer perception, while claiming more investigation. In addition, this research article investigates the usage of Instagram for penetrating consumer interaction in the context of social media platforms.en_US
dc.language.isoenen_US
dc.publisherEmerald Publishingen_US
dc.relation.ispartofseriesICSDB 2022;16-
dc.subjectConsumer engagementen_US
dc.subjectClothing brandsen_US
dc.subjectSocial media marketingen_US
dc.subjectFashionen_US
dc.subjectInstagramen_US
dc.titleEffects of Media Richness and Verbal Interactivity on Consumer Engagementen_US
dc.typeArticleen_US
Appears in Collections:Proceedings of the 1st International Conference on Sustainable and Digital Business, 2022

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