THE IMPACT OF OMNI-CHANNEL INTEGRATION ON CONSUMER ENGAGEMENT: A SUSTAINABLE FASHION CASE STUDY IN DANANG, VIETNAM

Abstract

This research investigates how brand familiarity and business ethics contribute to the sustainable fashion brands within an omni-channel context in Danang, Vietnam. The results indicated that the relationship between omnichannel integration and conscious attention is mediated by brand familiarity. Furthermore, higher levels of conscious attention was foster enthusiasm for participation and social connection among consumers. Ultimately, the influence of brand familiarity on conscious attention is reinforced by business ethics. Theoretically, this study provides profound insights into the connections between different factors and omnichannel customer engagement within the context of sustainable fashion retail. From a managerial perspective, managers can formulate impactful strategies that stimulate customers’ engagement in omnichannel shopping.