This doctoral thesis explores the dynamic between consumers and brand's digital content in the fashion industry, focusing primarily on consumer's engagement with branded digital content. Based on an extensive analysis of the literature in the fields of consumer engagement and digital marketing, coupled with the integration of key existing theoretical frameworks, a new theoretical framework has been developed, tailored specifically for the needs of this research. This framework places critical variables of contemporary marketing in an entirely new context – the context of digital content marketing. The research reveals how the perceived authenticity of a brand's digital content, along with its hedonistic and utilitarian value, influences various aspects of consumer engagement with branded digital content. The analysis has determined that the perceived authenticity of digital content plays a crucial role in enhancing the intensity of consumer engagement, encompassing dimensions of content consumption, reaction, and creation. Furthermore, the study reveals that the perceived utilitarian and hedonistic values of branded digital content differently impact various dimensions of consumer engagement, indicating the complexity and multidimensionality of consumer behavior in the digital environment of fashion, as well as the independence of different dimensions of consumer engagement with digital brand content. This research opens a new need for additional studies on the complexity and consistency of consumer behavior, with a special emphasis on different manifestations of the tendency for self-connection with the brand and the intention to use the brand between the digital and physical realms, as well as among different generations. Overall, the doctoral thesis provides new insights into the complex interaction between consumers and digital brand content and offers new perspectives for understanding consumer motivations and perceptions in the context of developing digital marketing strategies in the fashion industry. This research confirms the multilayered nature of the digital environment and the distinct complexity of content marketing. The perceived authenticity of digital content has been confirmed as a fundamental prerequisite for consumer engagement, while the remaining conclusions encourage brands to study their consumers more thoroughly in order to gain a clearer understanding of their specific motivations and desires. As stated earlier, the scientific contribution of this paper lies in the development and empirical testing of a new theoretical framework that integrates key frameworks and insights from the existing scholarly literature. All in all, this study represents the first comprehensive investigation that directly examines consumer engagement with brand digital content, focusing on critical aspects such as the perceived authenticity of the brand's digital content and the perceived hedonic and utilitarian value of the brand's digital content. These constructs are positioned in the context of digital content, rather than the brand itself, for the first time, adding an extra layer of importance to a brand's perceived behavior in the digital realm, as well as the consumer's perception of it.