The Role of Social Media Usage and Engagement on Purchase Intentions for Fashion Brands

This study aimed to examine the impact of fashion brand attachment on customer’s purchase intention and role social media usage engagement this relationship. The data were collected through surveys distributed randomly 404 users in Albania during April 2020. PLS-SEM was used analyze relationships between Fashion Brand Attachment (FBA), Social Media Usage (SMU), Engagement (SBE), Purchase Intentions (PI). SMU integrated activity coronavirus pandemic, motives, frequency use various platforms. overall model revealed a positive FBA SBE PI, indicating that customers with stronger brands show higher commitment recommend them others. results highlighted does not contribute directly generate committed buyers, but moderates FBA-SBE relationship, an indirect influence intentions brands.