Abstract:
The retail fashion landscape has witnessed a transformative shift in consumer-brand interactions due to the evolution of the internet and the proliferation of social media platforms. This study, situated in the Western Province of Sri Lanka, explores the intricate dynamics of online brand engagement, brand trust, and online purchase intention among Instagram users in the retail fashion industry. Focused on the influential role of Instagram in the fashion sector, the research delves into the mediating impact of brand trust between online brand engagement and purchase intention. Utilizing a deductive approach and a structured online survey methodology, the study engages 384 active Instagram users. The research investigates various dimensions of online brand engagement, including behavioral, cognitive, and emotional aspects. Furthermore, the study examines the reciprocal influence between online brand engagement and brand trust and assesses their collective impact on online purchase intention. Key findings reveal significant connections between online brand engagement and purchase intention, emphasizing the mediating role of brand trust. The study provides nuanced insights into the preferences and behaviors of Instagram users in the Western Province, contributing empirical evidence to consumer behavior theories. While the research recognizes potential limitations, including regional specificity, it offers valuable implications for marketers and businesses seeking effective strategies within the online fashion landscape.
