Abstract
Social network sites (SNS) are at the center of social media marketing efforts to engage customers and promote fashion brands. In particular, a growing number of fashion firms implement brand communities via various SNSs, such as Facebook, in order to develop meaningful interactions and relationships with their customers. This study identifies the specific benefits perceived by consumers of fashion brand communities embedded in an SNS (BSNS) and examines the impacts of these benefits on consumers' brand relationships and brand loyalty. After qualitative exploration of the community to understand the practice of BSNS, a quantitative method was utilized to test the hypothesized relationships. The results provide general support for the positive effect of BSNS benefits on outcome variables. Practical managerial suggestions and theoretical implications are provided.
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