Journal of African Development

With the rapid development of digital technologies, the way consumers interact with apparel brands has changed, and social media plays a crucial role in brand communication and customer engagement. The impact of apparel brand activities on consumer perception is explored in this chapter, while paying specific attention to the influence of social media engagement in between. The chapter summarizes some of the concepts that have been taken from recent open access literature such as consumer perception, digital branding, social media marketing, influencer marketing and electronic word-of-mouth. A conceptual model is suggested, where the positive role of apparel brand activity on social media engagement, which in turn positively affects consumer perception, by improving brand trust, brand image, and purchase intention. The conversation also emphasizes the importance of consumer interaction, customized communication and genuine partnerships with influencers, as these strategies create deeper emotional connections and lasting customer relationships for apparel brands. The chapter additionally suggests practical tips for apparel marketers, including pursuing an engagement approach to digital marketing, constantly watching customer feedback, and leveraging social media analytics to boost brand performance. The proposed framework is conceptual, but it will help future empirical studies on consumer behaviour in the digital fashion industry. In overall conclusion, this chapter suggests that social media engagement is an important mediator that influences positive consumer perceptions and leads to sustainable competitive advantage in the apparel industry in the context of digital branding activities...