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Social media has broadened the scope of luxury brand marketing and has emerged as a salient tool for Internet marketing campaigns in the post-pandemic world. Under the theoretical lens of the SOR model, this study aims to explore the nexus between brand social media marketing (BSMM) activities and online consumer brand engagement (CBE) via mediating consumers' emotions in the modest luxury fashion branding post-pandemic context.

This study conducted a post-pandemic survey in five major metropolitan cities in Pakistan with a total of 584 eligible young consumers who follow the fan pages of fashion brands. Structural equation modeling was used to test hypotheses.

The findings reveal that BSMM activities have a significant influence on three emotion states (pleasure, arousal and dominance); however, only pleasure and arousal significantly drive CBE (i.e. affective engagement and activation). Moreover, the results show that pleasure and arousal partially mediate the relationships between BSMM activities and affective and activation dimensions of CBE, while dominance fully mediates the relationship between BSMM activities and cognitive engagement. Interestingly, only affective engagement was shown to be the most potent component of CBE in fostering positive emotions toward luxury fashion brands.

This study contributes to the literature on social media marketing and consumer brand engagement by revealing valuable insights into post-pandemic luxury fashion branding that could assist academicians and marketing practitioners of non-Western markets.

This study aims to investigate the amount and direction of economic policy uncertainty (EPU) spillover among six emerging market economies (EMEs), and to also ascertain arguments on the increased volatilities of uncertainty in most EMEs.

This study adopts a recent methodology developed by Baruník and Krehlík’s (2018) methodology to measure pairwise, composite and net spillover. This methodology helps investigate the size and direction of EPU spillover in EMEs. The unique feature of this methodology is its ability to capture frequency domain as well as time-frequency dynamics.

Inter-country static spillover connectedness among the EPU of the selected EMEs show that Korea-EPU is the main transmitter and recipient of spillover shocks among the EMEs across all frequency bands. The findings from this study also show evidence of spillover between EPU, GDP and SPX across the EMEs. The time-varying total spillover index analysis shows evidence of overall connectedness across the selected EMEs. Overall connectedness is highest in the short term. We document that global economic and financial events intensify the volatility of the total spillover across the selected EMEs.

This study extends the literature on studies conducted on EMEs as studies on EPU spillover has mainly focused on advanced economies. To address the limitation of previous empirical studies that were unable to address the amount and direction of spillover from a country to other countries, this study offers new insight on country-specific spillover amounts and causal patterns “to” and “from” the selected EMEs. The findings throw more light on the network connectedness across EMEs and hence aids investors to undertake precise investment decisions and intelligently plan their portfolio diversification strategies. We then introduce two new variables to the analysis and record evidence of high connectedness between EPU, gross domestic product and share price index in all the frequency bands.