User-Generated Content and Influencer Marketing in Fashion Retail: How User Engagement Mediates Purchase Intention on Shopee

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Quantitative analysis shows user engagement mediates the effects of user-generated content and influencer marketing on purchase intention.

User engagement fully mediates the effect of user-generated content on consumers' intention to purchase.
Both user-generated content and influencer marketing significantly enhance user engagement in fashion retail.
Data collected from 150 Shopee users revealed the importance of engagement in driving purchase intention.
Engaging users emotionally and interactively is crucial for converting digital marketing exposure into purchases.

Nathanael et al. (2025) studied this question.

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Quantitative analysis shows user engagement mediates the effects of user-generated content and influencer marketing on purchase intention.