The rise of social media platforms (SMPs) has increased information exchange, which can influence social consumer fashion brand engagement (SCFBE). Although there is evidence that SMPs increase online purchasing, there is limited understanding regarding how SMPs affect social fashion engagement, fashion brand relevance, and buying decisions. The present study targeted social media users who directly or indirectly engaged with reputed fashion brands in the UK. Findings revealed that social passion, social tendency, individual warmth, and social liking enhance social fashion brand engagement. The study found that equitable fit, bearability, and viability are three important factors of fashion brand relevance. Finally, social ties and trust, credibility, homophily, and discounts are the drivers of purchasing decisions for fashion brands. Based on the results, the study presents a SCFBE model, which is supported by the triangular theory of love and social impact theory. The results of this study can inform marketing managers within fashion brand organizations of the driving forces of SCFBE.

社交媒体平台 (SMP) 的兴起增加了信息交流，这会影响社交消费者时尚品牌参与度 (SCFBE)。尽管有证据表明 SMP 增加了在线购买，但对 SMP 如何影响社交时尚参与、时尚品牌相关性和购买决策的了解有限。本研究针对直接或间接接触英国知名时尚品牌的社交媒体用户。调查结果显示，社交热情、社交倾向、个人温暖和社交喜好会增强社交时尚品牌的参与度。研究发现，公平合身、可承受性和可行性是时尚品牌相关性的三个重要因素。最后，社会关系和信任、信誉、同质性和折扣是时尚品牌购买决策的驱动因素。基于研究结果，该研究提出了一个 SCFBE 模型，该模型得到了爱情三角理论和社会影响理论的支持。这项研究的结果可以让时尚品牌组织内的营销经理了解 SCFBE 的驱动力。