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p-Index From 2021 - 2026
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All Journal Economics and Business Journal (JIMBE) (JUMPER) MAXIMAL META - JOURNAL
Hery Maulana Arif
Universitas Negeri Makassar, Indonesia
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Economics, Econometrics & Finance Social Sciences

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Social Media Analytics and Consumer Behavior in Digital Fashion: A Narrative Review of Data-Driven Marketing Strategies Hery Maulana Arif
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 3 No 3 (2026): February
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v3i3.423

Abstract

The rapid growth of social media in the digital era has fundamentally transformed fashion marketing and consumer engagement, enabling businesses to adopt more personalized and data-driven strategies. Despite the expanding availability of big data, many organizations continue to face challenges in translating social media information into meaningful strategic insights. This article presents a narrative review of recent empirical and conceptual studies to examine how data analytics, Artificial Intelligence (AI), and predictive modeling are being applied to optimize fashion marketing performance within digital environments. The review synthesizes findings from peer-reviewed literature on Natural Language Processing (NLP), Latent Dirichlet Allocation (LDA), sentiment analysis, Game Theory, and machine learning algorithms, including XGBoost and Random Forest. Evidence drawn from reviewed studies indicates a significant positive relationship between digital engagement indicators and sales performance, with predictive models achieving accuracy rates as high as 94.73% in identifying high-engagement content (Ju, 2024). Game Theory modeling further suggests that sustained aggressive social media engagement strategies can yield a competitive market share advantage of approximately 30% over passive competitors under certain conditions (Ju, 2024). However, the reviewed literature consistently identifies a “personalization–privacy paradox,” in which highly personalized marketing strategies may simultaneously increase consumer discomfort regarding privacy and data usage. This review concludes that data analytics and AI have become critical instruments in the transition from mass marketing toward micro-targeting approaches in fashion. Sustainable success in digital fashion marketing depends on balancing technological innovation, ethical transparency, and human creativity to maintain long-term consumer trust and competitive advantage.
Social Commerce and Gender Narratives: How Female Entrepreneurs Build Brand Trust Through Live Streaming Wiwin Riski Windarsari; Hery Maulana Arif
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 3 No 4 (2026): April
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v3i4.434

Abstract

The rapid growth of live-streaming commerce has transformed social commerce into a highly interactive and emotionally driven digital marketplace. While existing studies primarily explain consumer trust through technological affordances, interactivity, and purchase intention, limited attention has been given to the relational and gendered dimensions of trust construction in live-streaming environments. This study aims to explore how female entrepreneurs build brand trust through gender narratives during live-streaming commerce activities. Adopting a qualitative interpretive approach, this research collected data through semi-structured interviews, live-streaming observations, and digital content documentation involving 12 female entrepreneurs actively conducting live-streaming sales on TikTok Live, Shopee Live, and Instagram Live. The data were analyzed using thematic analysis inspired by the Gioia methodology. The findings reveal that brand trust is constructed through five major dimensions: authenticity through everyday storytelling, relational intimacy, emotional labor, gendered credibility, and trust through real-time interaction. Female entrepreneurs strategically utilized emotional engagement, caring communication, authenticity performance, and relational storytelling to cultivate audience trust and emotional closeness. The study further demonstrates that trust in live-streaming commerce is socially negotiated and performatively enacted rather than merely generated through transactional mechanisms. Theoretically, this study extends the social commerce literature by integrating perspectives from emotional labor, parasocial interaction, authenticity performance, and gender studies into the analysis of digital trust formation. Practically, the findings highlight the importance of relational communication and emotionally meaningful engagement in strengthening brand trust within contemporary social commerce ecosystems.
Co-Authors Burhanuddin Irsan Radjab Isma Azis Riu Nurul Fadilah Aswar Tenri Sayu Puspitaningsih Dipoatmodjo Windarsari, Wiwin Riski