The effectiveness of Instagram as a marketing tool for Naelofar Hijab brand / Nornatasya Farina Jasman

• Main Author: Jasman, Nornatasya Farina
• Format: Thesis
• Language: English
• Published: 2023
• Online Access: https://ir.uitm.edu.my/id/eprint/85709/1/85709.pdf; https://ir.uitm.edu.my/id/eprint/85709/
• Institution: Universiti Teknologi Mara

Hijab fashion will reach US 5.9 billion in 2024 based on Malaysian e-commerce. Based on the population of 61.3% Muslims in Malaysia, a factor of high demand in the hijab fashion market. The mid-market category in the hijab fashion industry, Naelofar Hijab, is one of the most successful in interacting with customers and target audiences. The Naelofar Hijab brand uses the Instagram platform as a marketing strategy for interacting with users and audiences. Instagram is a popular social media platform among hijab fashion competitors. According to preliminary findings, Naelofar Hijab uses viral marketing as a promotional tool to attract the audience's attention and cause controversy on social media. Therefore, this research examines the effectiveness of the Naelofar Hijab brand's marketing communication approach, which includes creative content and visual attractiveness. This research uses the AIDA model approach to identify the effectiveness of Naelofar Hijab Instagram marketing communication strategy. This study is beneficial to help marketers and advertisers. It seeks to develop general knowledge and entrepreneurial abilities in marketing SMEs' brands or products. This research also helps new entrepreneurs and marketers comprehend Instagram's marketing communication approach, which incorporates millions of audience interactions or targetable consumers. SMEs, brands, or products must focus on creative visual effectiveness and engaging content when promoting on Instagram, as this essential tool is a connecting element.