Exploring Customer Adoption Behavior in Social Media Marketing: A UTAUT2 – Based Conceptual Framework for Emerging Fashion Businesses

In today's fast-paced digital world, social media is the central hub for fashion brands to connect with their audience.Emerging fashion businesses, in particular, have embraced these platforms to reach customers, tell their stories, and build meaningful relationships.However, what drives customers to engage with fashion brands online?This study explores that question through the lens of the UTAUT2 model, a framework that helps us understand how people adopt new technology.We dive deep into the psychology of customer behavior, looking at how elements like the fun factor (hedonic motivation, ease of use, peer influence, and even the habits we form shape how we interact with brands on social media.However, that is not all.We also add a touch of fashion-specific flavor, considering how brand image and personal style play into this decision.Moreover, in a world where trust is everything, we explore how much it matters that customers feel secure in their interactions with brands online.Ultimately, this study shines a light on the blend of technology and human emotion that drives social media marketing in fashion.Understanding these factors is critical for businesses to build more robust, authentic connections with their audience.