Consumer brand engagement has recently drawn attention for researches because of its importance in predicting brand loyalty. Meanwhile, social media is used as digital marketing tools for marketers to attract and engage younger consumers. This study aims to answer the question whether social marketing efforts by fashion brands on major social media platforms have influence on consumer brand engagement in the context of Vietnamese fashion brands. Social marketing efforts include five dimensions of entertainment, interaction, trendiness, customization and word-of-mouth. Although social marketing efforts has been examined in relationship with other important marketing concepts such as brand equity and customer equity (Godey et al., 2016; Kim and Ko, 2012), few studies have investigated its effect on consumer brand engagement, especially in fashion brands. Besides, Vietnam as an emerging market is witnessing considerable changes that social media brings to every field including fashion markets. It is noticeable that more and more fashion brands in Vietnam are trying to expand and advance their marketing strategies on social media to engage consumers. In this study, a self-administered online survey was delivered to Vietnamese consumers, which included 281 valid responses who followed Vietnamese fashion brands on Facebook or Instagram. The empirical results show that social media efforts engage consumers differently on brand engagement dimensions. The key finding indicates that entertainment and word-of-mouth are positively related to brand engagement in affective, cognitive and behavioral dimensions. Interaction is positively related to affective and behavioral brand engagements. Trendiness is positively related to behavioral brand engagement. Finally, customization is positively related to cognitive brand engagement.

Elder consumers are important consumer segment because of baby boomers and incoming aging societies in many countries. MacInnis and Mello (2005) indicate that hope is an important construct to influence consumer decisions. For many elder people who rely on others to lead a life gradually lose control of making consumption decision for themselves. If autonomy is one of the important value for elder people as Leventhal (1997) proposed, the moderating effect of decision autonomy to counterbalance the effect of hope is discussed in this study if it can enhance elder consumers’ SWB. This study firstly explored the antecedent factors of hope by adopting subjective evaluation from elder consumers. Then, hope was further manipulated in terms of goal importance and goal uncertainty to investigate the mechanism on consumption decision and SWB. A between-subjective experiment manipulated hope in two dimensions, goal importance (high / low) and goal outcome certainty (certainty / uncertainty), invited 142 consumers aged above 65 years old to participate. Result indicates that better mental health and financial ability as well as younger cognitive age relate to the hope of elder consumers and influence SWB. Hope is partially the psychological mechanism to influence more on SWB. Decision autonomy is not found its moderating effect on hope to SWB.