Fast fashion consumer engagement on Instagram: a case study

AbstractConsumer interactions on social media have been analysed in the literature as sources of information about their ability to generate engagement and knowledge about how to interact with brands. The present study contributes to this line of research, focusing on empirically determining those elements that affect the interaction between a fast fashion brand and its users, providing central elements of brand strategies on Instagram. This study examines the engagement generated by Primark posts on Instagram based on three coding categories that analyse the content of the message, the communication strategy and the formal and product category aspects present in the posts. This study therefore identifies the variables with the greatest potential to generate engagement with this brand’s posts on Instagram, which in turn predicts previous unexplored outcomes such as brand image and consumer loyalty. This study also provides valuable academic insights and guides fast fashion brands in their social media strategies.