A Systematic Review of Instagram Marketing Strategies Used by Fashion SMEs in Malaysia
Keywords:
Instagram Marketing, Local Fashion Brands,, Customer Engagement,, Customer Satisfaction.Abstract
This study systematically reviews 47 recent academic articles (2020-2024) to examine how Malaysian fashion SMEs use Instagram marketing to enhance customer satisfaction. It addresses a gap in understanding the role of Instagram in the local fashion industry, focusing on user-friendliness, up-to-date content, and content quality, with customer engagement as a moderating factor. Findings reveal that content quality has the strongest impact on customer satisfaction, followed by user-friendliness and up-to-date content, with customer engagement strengthening these effects. This research contributes a conceptual framework linking Instagram marketing to customer satisfaction and provides practical guidance for fashion SMEs to optimise their digital strategies. Future studies could further explore the roles of resources, relationships, and networks in enhancing engagement and satisfaction.
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