Millennial generation is fashion inclined, interactive and informative social beings. They are very conscious of the brands they wear. Millennia seek, share, inform and exchange fashion brand-related information on social networking sites (SNS). Marketers are subsequently engaging the young prospects and customers to keep up or improve enthusiasm and participation. The study attempts to investigate the role of customer-brand engagement (CBE) of millennials with fashion brands on SNS. The study simultaneously tests the moderating role of involvement levels affecting participation and CBE leading to brand loyalty.,The study followed a purposive sample by collecting 466 respondents from the graduate students of a university. The study adopted structural equation modelling (SEM) and Hayes process macros in SPSS 20.0 to test the moderated-mediation model.,The study confirms the mediating role of CBE in the relationship between participation and brand loyalty. Different degrees of involvement moderate the mediating role of CBE. Higher levels of involvement enhance the positive effect of participation on CBE.,The study is first of its kind to investigate the role of CBE and involvement among the millennial group. It also contributes to the related theories like service-dominant logic, social exchange theory and consumer culture theory regarding a unique population group, which is promising and profitable.

中文翻译：

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时装品牌正在千禧一代的参与：客户品牌参与，参与和参与的中介模式

千禧一代是时尚倾向，互动和信息丰富的社会人。他们非常了解所穿的品牌。千禧年在社交网站（SNS）上寻找，共享，告知和交换与时尚品牌相关的信息。营销人员随后吸引年轻的潜在客户和客户，以保持或提高他们的热情和参与度。该研究试图调查千禧世代与时尚品牌在SNS上的客户品牌参与（CBE）的作用。该研究同时测试了参与度水平对影响参与度和CBE导致品牌忠诚度的调节作用。该研究遵循一个有目的的样本，收集了来自大学研究生的466名受访者。该研究在SPSS 20中采用了结构方程模型（SEM）和Hayes过程宏。0来检验主持人中介模式。该研究证实了CBE在参与度与品牌忠诚度之间的中介作用。不同程度的参与调节了CBE的中介作用。更高程度的参与会增强参与对CBE的积极作用。这项研究是首次调查CBE的作用和千禧一代群体之间的参与。它还为有关独特人群的服务主导逻辑，社会交换理论和消费者文化理论等相关理论做出了贡献，这是有前途且有利可图的。该研究是首次调查CBE的作用以及千禧一代群体的参与程度。它还为有关独特人群的服务主导逻辑，社会交换理论和消费者文化理论等相关理论做出了贡献，这是有前途且有利可图的。该研究是首次调查CBE的作用以及千禧一代群体的参与程度。它还为有关独特人群的服务主导逻辑，社会交换理论和消费者文化理论等相关理论做出了贡献，这是有前途且有利可图的。