TY  - GEN 
AU  - Molina-Prados, Aida
AU  - Muñoz Leiva, Francisco
AU  - Prados Peña, María Belén
PY  - 2021
UR  - https://hdl.handle.net/10481/86285
AB  - Purpose: To analyze how fashion consumers behave when they make purchases using social media platforms—specifically, Instagram. In particular, the work examines the role played by consumer–brand involvement and self–brand connection as predictors of...
LA  - eng
PB  - Emerald
KW  - Self–brand connection
KW  - Instagram
KW  - Customer Brand engagement
KW  - Involvement
TI  - The role of customer brand engagement in the use of Instagram as a “shop window” for fashion-industry social commerce
DO  - 10.1108/JFMM-12-2020-0275
ER  -