The Moderating Effect Of Social Media Influencer On The Relationship Between Social Media Marketing And Consumer Engagement In Retail Fashion Industry In Bangladesh

Abstract

This study investigates the impact of social media marketing on consumer engagement, focusing on the moderating role of social media influencers within the Bangladeshi fashion retailers. By examining the relationships between various types of social media content—informativeness, electronic word of mouth (eWOM), entertaining content, and trendiness—and consumer engagement, the research posits that social media influencers can amplify or diminish these effects. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data from a sample of 202 consumers, the study finds that all types of content significantly influence consumer engagement, with influencers enhancing the impact of entertaining and trendy content more than informative and eWOM content. The results align with previous research, confirming the robustness of these relationships and highlighting the need for alignment between influencer characteristics, brand values, and audience preferences. These findings have important implications for policymakers, academics, and industry practitioners. Industry practitioners should prioritize content quality and strategically select influencers to maximize engagement. Despite the study's limitations, including its focus on a specific market and cross-sectional data, it offers a robust framework for enhancing social media marketing effectiveness. Overall, the study underscores the strategic value of combining high-quality content with influencer marketing to drive consumer engagement, offering insights applicable to the Bangladeshi clothing retail industry and beyond.