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Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty

Author

Listed:
  • S. Bazi
  • R. Filieri

    (Audencia Business School)

  • M. Gorton

Abstract

Customer engagement is a key metric for gauging brands' social media success. Luxury fashion brands increasingly use social media to connect with customers. This paper tests a model of the antecedents and consequences of engagement with luxury fashion brands on social media. Developing a content aesthetic quality scale with a sample of 1166 buyers of luxury fashion brands, we identify two routes for how social media content can augment brand loyalty and foster brand love for luxury fashion brands. We reveal that the effectiveness of social media content in generating customer brand engagement depends on its ability to be entertaining. Specifically, our findings demonstrate that entertainment affects customer engagement and mediates the relationship between content marketing (specifically, content aesthetic quality and celebrity endorsement) and customer engagement with luxury fashion brands. Customer engagement fosters brand loyalty and brand love. Managerial implications for luxury brand managers and social media marketers are discussed.

Suggested Citation

  • S. Bazi & R. Filieri & M. Gorton, 2023. "Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty," Post-Print hal-04779126, HAL.
    • Handle: RePEc:hal:journl:hal-04779126
    DOI: 10.1016/j.jbusres.2023.113778
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    Cited by:

    1. Kejun Lin & Wenbin Du & Shixin Yang & Chang Liu & Sanggyun Na, 2023. "The Effects of Social Media Communication and e-WOM on Brand Equity: The Moderating Roles of Product Involvement," Sustainability, MDPI, vol. 15(8), pages 1-19, April.
    2. Yanbo Zhang & Chuanlan Liu & Chunmin Lang, 2025. "How luxury fashion brands leverage TikTok to captivate young consumers: an exploratory investigation using video analytics," Journal of Marketing Analytics, Palgrave Macmillan, vol. 13(1), pages 128-144, March.
    3. Srivastava, Shefali & Dwivedi, Ashish & Mangla, Sachin Kumar & Dey, Bidit L. & Koufopoulos, Dimitrios N., 2024. "Mindfully fashioned: Sustaining style through product value retention," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    4. Mishra, Arindra Nath & Sengupta, Pooja & Biswas, Baidyanath & Kumar, Ajay & Coussement, Kristof, 2025. "Leveraging Machine learning and generative AI for content Engagement: An Exploration of drivers for the success of YouTube videos," Journal of Business Research, Elsevier, vol. 193(C).
    5. Gupta, Manjul & Ghafoori, Arman & Kim, Eunyoung & Merhi, Mohammad I. & Filieri, Raffaele, 2025. "Growth hacking capability: Conceptualization, survey instrument development, and empirical study of its impact on firm performance," Journal of Business Research, Elsevier, vol. 196(C).
    6. Benevento, Elisabetta & Aloini, Davide & Roma, Paolo & Bellino, Davide, 2025. "The impact of influencers on brand social network growth: Insights from new product launch events on Twitter," Journal of Business Research, Elsevier, vol. 189(C).
    7. Raluca-Giorgiana (Chivu) Popa & Alina Stefania Chenic, 2025. "Artificial Intelligence, Consumer Trust and the Promotion of Pro-Environmental Behavior Among Youth," Sustainability, MDPI, vol. 17(13), pages 1-14, June.
    8. Ryszard Kłeczek & Monika Hajdas, 2025. "The appreciation task for luxury brand–artist collaborations," Journal of Brand Management, Palgrave Macmillan, vol. 32(3), pages 203-226, May.
    9. Poirier, Sara-Maude & Cosby, Sarah & Sénécal, Sylvain & Coursaris, Constantinos K. & Fredette, Marc & Léger, Pierre-Majorique, 2024. "The impact of social presence cues in social media product photos on consumers’ purchase intentions," Journal of Business Research, Elsevier, vol. 185(C).
    10. Wang, Ruipeng & Tai, Yuhong, 2025. "How does blockchain mitigate false advertising in live streaming E-commerce? A tripartite stochastic evolutionary game approach," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).
    11. P. Rodrigues & M. Junaid & A. Sousa & A. P. Borges, 2024. "Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 382-400, July.
    12. Boman, Laura & Urumutta Hewage, Ganga S. & Hasford, Jonathan, 2023. "Strength in diversity: How incongruent racial cues enhance consumer preferences toward conservative brands," Journal of Business Research, Elsevier, vol. 168(C).
    13. Pablo Santaolalla-Rueda & Cristóbal Fernández-Muñoz, 2024. "Potaxies and Fifes: The Formation of New Subcultures on TikTok," Societies, MDPI, vol. 14(12), pages 1-20, December.
    14. Lee, Crystal T. & Shen, Yung-Cheng & Wang, Chiang-Hui & Hung, Hsiu-Yu, 2025. "Adapting to generative AI: Examining the users' coping strategies of generative AI image systems," Technological Forecasting and Social Change, Elsevier, vol. 218(C).
    15. Orhan Uludag & Berislav Andrlić & David Omoruyi, 2024. "The Role of Green Consumer Brand Engagement in Shaping Brand Loyalty Through Digital Marketing in the Hotel Industry," Sustainability, MDPI, vol. 16(23), pages 1-19, November.
    16. K Princy Hebshibha & K Chitra, 2024. "Does Social Media Content Quality and Engagement Influence Consumer Satisfaction in the Apparel Industry?," ComFin Research, Shanlax Journals, vol. 12(4), pages 39-46, October.
    17. Liao, Junyun & Chen, Jiada, 2024. "The authenticity advantage: How influencer authenticity management strategies shape digital engagement with sponsored videos," Journal of Business Research, Elsevier, vol. 185(C).
    18. Kim, Youngjun & Kim, Hye-Jin & Park, Keeyeon Ki-cheon, 2025. "From visuals to value: leveraging generative AI to explore the economic implications of movie poster," Journal of Business Research, Elsevier, vol. 198(C).

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