“…Recent literature uncovered social media influence from various marketing perspectives: small retailers (Devereux, Grimmer, & Grimmer, 2020), content strategies (Kordzadeh & Young, 2020), brand promotions (Nikolinakou & Phua, 2020), consumer value co‐creation (Alalwan et al, 2019), WOM and purchase intention (Alalwan, 2018; Chu & Chen, 2019), communication and social marketing strategies (Appel, Grewal, Hadi, & Stephen, 2020; Li, Larimo, & Leonidou, 2020), consumer empowerment (Tajurahim, Abu Bakar, Md Jusoh, Ahmad, & Muhammad Arif, 2020), user‐generated images (Bakri, Krisjanous, & Richard, 2020), consumer behaviour (Sobhanifard & Sadatfarizani, 2018), and brand engagement and brand equity (Algharabat, Rana, Alalwan, Baabdullah, & Gupta, 2020). However, there is inadequate understanding regarding the social motivational causes and social influencers that can play a role in generating and exchanging user‐generated fashion brand‐related content.…”