<![CDATA[The development of digital technology has transformed marketing communication practices in the fashion industry, including local modest fashion brands. Gonegani is one brand that actively utilizes social media and live commerce to build digital audience engagement. This article aims to identify Gonegani’s digital marketing communication practices through Instagram, TikTok, Shopee Live, and TikTok Live, and to examine how these practices indicate the emergence of audience engagement, electronic word of mouth (e-WOM), and consumer purchase intention. This study employed a descriptive qualitative method with a case study approach. The population comprised all of Gonegani’s digital activities and audience interactions across four platforms during February–May 2026, with a purposively selected sample of relevant content and interactions, including 600 audience comments from one official Gonegani TikTok video. Data were collected through digital observation, documentation, thematic-quantitative comment coding, and literature review, sourced from Gonegani’s official social media accounts and supporting academic journals as secondary data. The findings show that Gonegani utilizes Instagram and TikTok to build brand awareness and audience interaction, while live commerce through Shopee Live and TikTok Live creates an interactive real-time shopping experience. Analysis of 600 TikTok comments shows that restock/stock, price, and purchase-process themes are the most prominent transactional engagement categories, reinforcing the observed indication of purchase intention. Therefore, Gonegani’s digital marketing communication indicates the formation of audience engagement and purchase intention through the integration of multi-platform social media, live commerce, and UGC-based e-WOM, although actual purchase behavior requires further verification through transaction data or consumer surveys.]]>
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