From Digital Buzz to Purchase Decisions: The Mediating Role of Customer Engagement in the Effects of eWOM and UGC on Rabbani Consumers

Purpose – This study aims to examine the effects of Electronic Word of Mouth (EWOM) and User Generated Content (UGC) on Buying Decision, both directly and indirectly through Customer Engagement as a mediating variable, based on the Stimulus-Organism-Response (SOR) framework. Design/Methodology/Approach – A quantitative explanatory approach with a cross-sectional design was employed. The population consisted of consumers who had purchased Rabbani products and interacted with Rabbani’s social media accounts. Because the population size was unknown, 385 respondents were determined using the Lemeshow formula and selected through non-probability purposive sampling. Data were collected using an online questionnaire with a five-point Likert scale and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). Findings – The findings show that EWOM and UGC each have positive and significant effects on Customer Engagement and Buying Decision. Furthermore, Customer Engagement significantly mediates the effects of both EWOM and UGC on Buying Decision. Originality/Value – The novelty of this study lies in positioning Customer Engagement as a psychological bridge that explains how digital stimuli, represented by EWOM and UGC, are transformed into purchasing responses within the SOR framework. This approach provides a relatively underexplored perspective in the Muslim fashion industry, particularly in the context of Rabbani. The findings suggest that sustainable purchasing behavior can be better supported through strategies that strengthen consumer engagement, rather than relying solely on short-term promotional activities.