Social media interaction of halal fashion brand in Indonesia: a netnographic study of image management

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.