Does Customer Engagement Behaviour Develop New Customer Base in Indonesia? Evidence from An Eco-Friendly Global Fashion Brand

Abstract

Green product is known as one of the efforts to minimize waste during the production process while maximizing the products made at the same time to meet environmentally friendly requirements. Eco-friendly means related to products, processed products, and raw materials that are not harmful to humans, the earth and the surrounding environment. The purpose of this research is to analyze the influence of Zara's official fan-page follow towards social media connectedness, fan-page engagement, social media connectedness, and purchase intention of eco-friendly fashion products among young customers in Indonesia.This research is a quantitative study. Source of data used are primary data, which were collected via a survey to young customers who have bought Zara's eco-friendly collection of products in the last three months. The analytical method used was multiple linear regression. The findings show that fan-page follow has positive effects on media connectedness, fan-page engagement, social media connectedness, and purchase intention. Also, social media connectedness has positive effect on purchase intention. Results of this research confirm that customer engagement behaviour which developed through official social media account can effectively form new base of customer for the company.

Keywords: fan-page follow, purchase intentions, social media connectedness, fan-page engagement

DOI: 10.7176/EJBM/15-6-03

Publication date:March 31^st 2023