Customer Engagement of Athleisure Brands in the Indian Market Using Netnography as a Research Tool

DOI

10.2991/978-94-6463-872-1_57How to use a DOI?

Keywords

Athleisure Brands; Fashion Trends and Innovation; Brand Interaction; Consumer Engagement; Digital Marketing; Netnography

Abstract

The study employs netnography as a tool to measure the use of digital media strategies, components of branding communication, and the impact of digital interaction on consumers’ behavior. Netnography was utilized as the primary research approach to analyze customer engagement with athleisure brands in the Indian market. The findings show that most of the brands experienced growth across all platforms during the “New Trend,” except for Koral on YouTube and Varley on Instagram, which experienced a decline, and Grammicci remained unchanged across its platform. The study also shows that brands that have consistent commitment across all levels of digital engagement to convey product positioning and its value with respect to the current fashion are better placed competitively. The study points out that, especially in India, where the retail market is multifaceted and technology-driven, influencer marketing through video content, using visual images and even engaging an influencer in marketing the product, with brands achieving more consumer interaction and involvement while using such strategies. The results obtained from the study are useful in assisting brands in strategizing on how to engage customers effectively in countries such as India and also in executing effective digital marketing strategies in many other countries.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Pratik Ghosh
AU  - M. Sriram
AU  - Kerena Anand
AU  - K.  Jacob Joseph
PY  - 2025
DA  - 2025/11/04
TI  - Customer Engagement of Athleisure Brands in the Indian Market Using Netnography as a Research Tool
BT  - Proceedings of the 2nd International Conference on Sustainable Business Practices and Innovative Models (ICSBPIM-2025)
PB  - Atlantis Press
SP  - 942
EP  - 963
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-872-1_57
DO  - 10.2991/978-94-6463-872-1_57
ID  - Ghosh2025
ER  -