<![CDATA[Instagram has fundamentally transformed how halal cosmetic brands build identity and consumer trust in the world's largest Muslim market. This study investigates the mechanisms through which Wardah constructs its Muslimah beauty brand image via Instagram, integrating consumer, industry practitioner, and sales personnel perspectives. Employing a descriptive qualitative approach with a constructivism paradigm, data were collected through in-depth interviews with eight purposively selected informants comprising five active consumers, one professional make-up artist, one Wardah Beauty Agent, and one sales person. Source triangulation ensured data validity. Three primary mechanisms were identified: aesthetically consistent visual content communicating halal, modern, and inspirational values; responsive two-way interaction fostering consumer trust and loyalty; and strategic collaboration with hijab-wearing influencers reinforcing brand authenticity. The consistency between digital brand image and real-world product experience proves foundational to Wardah's brand equity. This study contributes to the literature on integrated marketing communication strategies of halal brands in emerging markets, and identifies a fourth dimension of brand image-religious image as cultural identity-beyond Biel's classical framework.]]>
Copyrights © 2026
