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Jesselton Journal of Educators and Scholars

Abstract

This study looks into how social media marketing campaigns run by Malaysian fashion startups on Instagram affect online consumer engagement, purchase intentions, and consumers' agreeableness toward the prices set by these brands. We conceptualized social media marketing campaigns as a second-order construct with four key dimensions： sharing, interactivity, popularity, and personalization. Consumer engagement, meanwhile, was captured through three behavioral dimensions: consuming, contributing, and co-creating brand-related content. Methodologically, we employed a quantitative single-method design. Data were gathered via an English-language online questionnaire, distributed from October 2023 to February 2024 to Malaysian Instagram users who followed fashion startup brands. After screening and cleaning the data, we assessed the responses using descriptive statistics, exploratory factor analysis, confirmatory factor analysis, structural equation modelling, and bootstrapping for the mediation analysis. The results showed that all four campaign components were visible on the brands' Instagram pages. Social media marketing campaigns had a significant and positive effect on online consumer engagement, which in turn was positively linked to both purchase intentions and price agreeableness. Furthermore, the mediation analysis indicated that consumer engagement fully mediated the links between social media marketing campaigns and these two consumer outcomes. The study establishes that Instagram campaigns do not merely transmit brand information. Their effects are carried through consumers' voluntary activities of viewing, reading, liking, sharing, discussing, and producing brand-related content. Fashion startup owners should therefore manage sharing, interactivity, popularity, and personalization as connected campaign components and monitor the depth of consumer engagement generated by each component.

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