Telepresence, social presence and involvement in consumer’s intention to buy apparels through an interplay of consumer brand engagement

Abstract

Purpose

The aim of this paper is to explore the effect of telepresence, social presence and consumer involvement on intention to purchase, with an intervening impact of three dimensions of consumer brand engagement (cognitive processing, affection processing and activation).

Design/methodology/approach

The study followed a surveying technique and an adopted questionnaire was used to collect data from 426 shoppers of apparels. The model was tested using Smart PLS and it was found that there is a positive relationship between telepresence, social presence and consumer brand involvement with consumer brand engagement, which also mediates their relationship with intention to purchase.

Findings

This study offers analytical evidence for telepresence, social presence and involvement of customers and advances the literature of brand engagement. Marketers can benefit from this study and design their future campaigns to enhance the involvement of customers by utilizing the outcomes of this study.

Originality/value

This study offers analytical evidence for telepresence, social presence and involvement of customers and advances the literature of brand engagement. Marketers can benefit from this study and design their future campaigns to enhance the involvement of customers by utilizing the outcomes of this study.

Citation

Zahid, M.N., Kamran, M., Szostak, M. and Awan, T.M. (2024), "Telepresence, social presence and involvement in consumer’s intention to buy apparels through an interplay of consumer brand engagement", Foresight, Vol. 26 No. 5, pp. 984-999. https://doi.org/10.1108/FS-10-2023-0197