Impact of Social Media Marketing Campaigns on Consumer Engagement and Pricing Perceptions: A Study of Malaysian Fashion Startups
Keywords:
Social Media Marketing, Campaigns, Consumer Engagements, Purchase Intentions, InstagramAbstract
The focus of this study was on the impacts exerted by social media marketing campaigns (SMMC) implemented by Malaysian fashion startup brands on online consumer engagement over the Instagram platform. The study explored how SMMC components—sharing, personalization, interactivity, and popularity—influence consumer engagement and how this engagement affects consumers' purchase intentions and their agreeableness to pricing. An empirical study was conducted using a mono-method quantitative approach and analyzed with Structural Equation Modeling (SEM). Data were collected from 385 Instagram users. The findings revealed that personalization (β = 0.42, p < 0.01) had the strongest impact on consumer engagement, followed by interactivity, sharing, and popularity. Consumer engagement significantly influenced purchase intentions (β = 0.38, p < 0.01) and agreeableness to pricing (β = 0.31, p < 0.05). These results emphasize the importance for fashion startups to focus on delivering personalized and interactive content to enhance consumer engagement and drive favorable purchasing behaviors. This study provides strategic insights for fashion startups to optimize their Instagram marketing efforts and strengthen their competitive edge in the digital economy.
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