#4376. Factors Influencing Engagement in Fashion Brands’ Instagram Posts

September 2026publication date
Proposal available till 06-06-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Visual Arts and Performing Arts;
Cultural Studies;
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More details about the manuscript: Arts & Humanities Citation Index or/and Social Sciences Citation Index
Abstract:
The purpose of this study has two parts: a) to investigate how fashion brands use Instagram as a marketing tool, and b) to identify factors of Instagram posts influencing followers’ engagement. A content analysis was conducted on Instagram posts created by the top 10 fashion brands based on the ranking of the engagement. The researchers analyzed brand posts covering a 4-week period from October 1, 20XX to October 28, 20XX. The coding categories included features, media types, digital influencers, and message strategies used on fashion brands’ Instagram posts. Our results supported the use of captions, emojis, images, and mega-influencers as effective Instagram elements that can significantly influence increasing engagement. The findings of this study contribute to social media marketing literature by exploring social engagement on fashion brands’ Instagram pages. The results provide practical implications for fashion brands in ways in which they can effectively use Instagram.
Keywords:
engagement; fashion brand; fashion follower; Instagram; social media

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