This research aims to identify the main drivers behind consumers’ connection with fashion brands on social media. With a sample of 29 in-depth interviews with French individuals the study analyzes why and how consumers connect with fashion brands on social media platforms. Our results disclosed three categories of drivers: information with characteristics of information seeking, need for “staying in”, public self-consciousness and tracking promotions; aspirational with characteristics of entertainment, visual enjoyment, and dreaming; and last social with characteristics of need for belonging to brand community, social contamination, and benchmark with reference groups. Theoretical and empirical implications are discussed as well.

ABSTRACT
 Introduction
 Literature Review
 Methodology
 Main results
 Discussion and managerial implications
 References

• Othman Boujena(NEOMA Business School, France)
• Isabelle Ulrich(NEOMA Business School, France)
• Aikaterini Manthiou(NEOMA Business School, France)
• Bruno Godey(NEOMA Business School, France)