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All Journal International Journal of Informatics and Communication Technology (IJ-ICT) Jurnal Dimensi Adi Widya : Jurnal Pengabdian Masyarakat Jurnal Ilmiah Edunomika (JIE) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah PERMANA : Jurnal Perpajakan, Manajemen, dan Akuntansi Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan Al-Mustashfa: Jurnal Penelitian Hukum Ekonomi Syariah
Raisa Aribatul Hamidah
Universitas Islam Batik Surakarta
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Social media interaction of halal fashion brand in Indonesia: a netnographic study of image management Azhar Alam; Fatmawati Fatmawati; Muhamad Al Bagir; Raisa Aribatul Hamidah
International Journal of Informatics and Communication Technology (IJ-ICT) Vol 15, No 3: September 2026
Publisher : Institute of Advanced Engineering and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11591/ijict.v15i3.pp1395-1407

Abstract

Research on halal fashion has largely focused on consumer purchase decisions, with limited attention to how halal fashion brands interact with consumers and manage their brand image on social media platforms such as Instagram. This study addresses this gap by examining brand interaction patterns and image management strategies among leading halal fashion brands in Indonesia. Using a netnographic approach, it analyzed 1,321 Instagram posts from six halal fashion brands over six months (July–December 2022), applying content and image‑management codes to classify post types (photos and videos) and representation strategies (personalized, contextual, and celebrity use). The findings show a slightly higher proportion of photo posts (51%, 674 posts) than video posts (49%, 647 posts), with hijab fashion brands more active than Muslim and sports fashion brands in producing content. Across all brands, image management relied predominantly on personal context and non‑celebrity representation, while professional context and celebrity‑based posts were used less frequently. These results suggest that halal fashion brands strategically emphasize relatable, personalized, and non‑celebrity content to build brand image and engagement on Instagram, offering practical guidance for brand managers in designing effective social media strategies and contributing novel empirical evidence on brand interaction and image management in the halal fashion sector.
Co-Authors Aditya Nurrahman Arina Saputri Arum Anggraeni Azhar Alam Bagas Adi Setiawan Burhanudin Ahmad Yani Daffa Yusuf Rosula Devi Wijayanti Eva Arnindiya Nurkharisma Fatmawati Fatmawati Fithri Setya Marwati Fitriyah Fitriyah Ida Aryati Indira Rahma Annisa Muhamad Al Bagir Muhamad Taufik Hidayat Muhammad Anas Peni Febrianita Meliana Putri Aditya Ningsih Ratna Damayanti Renaldi Sahrul Nizam Rizka Sarsono Sarsono Sarsono Supawi Pawenang Suranto Suranto Yogi Ageng Wiratri