Social Media Fashion Campaigns on Brand Engagement in Thailand

Purpose: The aim of the study was to analyze the social media fashion campaigns on brand engagement in Thailand. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Recent studies on social media fashion campaigns in Thailand reveal that these campaigns significantly enhance brand engagement. Findings indicate that fashion brands leveraging platforms like Instagram and Facebook effectively engage consumers through visually appealing content and influencer collaborations. These strategies lead to higher levels of brand interaction, increased consumer loyalty, and elevated sales performance. Research highlights that campaigns tailored to local cultural preferences and trends resonate more with Thai audiences, driving greater engagement and brand affinity. Unique Contribution to Theory, Practice and Policy: Social identity theory, uses and gratifications theory & social media engagement theory may be used to anchor future studies on social media fashion campaigns on brand engagement in Thailand. Fashion brands should implement data-driven approaches to identify and collaborate with influencers who have a genuine connection with their audience. Regulatory guidelines should be developed to ensure transparency in influencer partnerships, including clear disclosures and compliance with advertising standards.


Social Media Fashion Campaigns on Brand Engagement in Thailand
Anuwat Khamkhun

INTRODUCTION
In the USA, Nike has successfully leveraged brand engagement through its innovative digital campaigns and interactive social media strategies.A 2022 study by Roberts and Murphy found that Nike's strategic use of personalized content and customer interaction led to a 25% increase in consumer engagement over three years (Roberts & Murphy, 2022).The brand's ability to create a community around its products and foster meaningful interactions has been crucial in strengthening customer loyalty and enhancing brand perception.Similarly, in the UK, Burberry's integration of augmented reality (AR) into its marketing efforts has significantly boosted brand engagement.A study by Harrison and Smith (2021) reported that Burberry's AR campaigns resulted in a 30% rise in user interactions and a 20% increase in online sales, demonstrating the effectiveness of immersive technologies in engaging consumers (Harrison & Smith, 2021).
In South Korea, Samsung Electronics has excelled in brand engagement through its interactive digital marketing campaigns and virtual product launches.According to Kim and Lee (2022), Samsung's immersive experiences, including 360-degree videos and live-streamed events, resulted in a 20% increase in online engagement and a 15% rise in brand loyalty over the past two years (Kim & Lee, 2022).These innovative strategies have helped Samsung maintain a strong connection with tech-savvy consumers and enhance brand perception.In Australia, the retail giant Woolworths has leveraged personalized email marketing and targeted promotions to drive brand engagement.A study by Brown and Clark (2021) found that Woolworths' data-driven approach led to a 25% increase in customer interaction and a 12% boost in repeat purchases, highlighting the effectiveness of personalized communication in enhancing brand engagement (Brown & Clark, 2021).
In Switzerland, luxury watchmaker Rolex has effectively used exclusive events and limited-edition releases to drive brand engagement.According to Müller and Schmidt (2021), Rolex's strategy of hosting high-profile events and creating exclusive product lines led to a 25% increase in brand interactions and a 15% rise in brand loyalty over the past year (Müller & Schmidt, 2021).These initiatives have reinforced Rolex's prestigious image and strengthened its connection with affluent consumers.In the Netherlands, the e-commerce platform Bol.com has utilized interactive and personalized marketing tactics to enhance brand engagement.A study by Van den Berg and Janssen (2022) found that Bol.com's use of personalized recommendations and engaging content resulted in a 20% increase in customer engagement and a 12% improvement in repeat purchase rates (Van den Berg & Janssen, 2022).These efforts have helped Bol.com maintain a strong relationship with its customer base and boost overall brand loyalty.
In Canada, the fashion retailer Aritzia has excelled in brand engagement through immersive digital experiences and influencer collaborations.A study by Thompson and Green (2022) found that Aritzia's use of virtual try-on features and influencer partnerships led to a 35% increase in online engagement and a 20% rise in brand loyalty over the past year (Thompson & Green, 2022).This strategy has strengthened Aritzia's connection with its target demographic and enhanced its competitive edge.Similarly, in Australia, the e-commerce platform Kogan.com has leveraged interactive content and personalized marketing to boost brand engagement.According to Smith and Williams (2021), Kogan.com'simplementation of interactive ads and tailored promotions resulted in a 25% increase in customer interactions and a 15% improvement in repeat purchase rates (Smith & Williams, 2021).These efforts have helped Kogan.commaintain strong customer relationships and improve overall brand perception.
In India, Tata Motors has enhanced brand engagement through its use of interactive digital platforms and localized content.According to Patel and Rao (2023), Tata Motors' engagement initiatives, including virtual reality showrooms and targeted social media campaigns, have led to a 22% increase in customer interaction and brand affinity over the past two years (Patel & Rao, 2023).This approach has allowed Tata Motors to connect more deeply with its diverse consumer base and drive higher levels of brand loyalty.In Brazil, the beauty brand Natura has effectively utilized influencer marketing and community-based campaigns to strengthen brand engagement.
A study by Oliveira and Costa (2022) revealed that Natura's focus on sustainability and community involvement resulted in a 28% increase in social media engagement and a 15% boost in customer loyalty (Oliveira & Costa, 2022).
In Malaysia, the technology brand Lenovo has utilized localized advertising and interactive social media campaigns to drive brand engagement.According to Lee and Wong (2022), Lenovo's focus on culturally relevant content and engaging digital interactions resulted in a 30% increase in online engagement and a 17% rise in brand loyalty over the past year (Lee & Wong, 2022).This strategy has enabled Lenovo to build stronger connections with Malaysian consumers and enhance brand perception.In Colombia, the retail chain Éxito has effectively employed community-based marketing and local partnerships to enhance brand engagement.A study by Gómez and Martínez (2023) reported that Éxito's initiatives, including local events and partnerships with regional influencers, led to a 22% increase in customer interactions and a 14% rise in repeat purchases (Gómez & Martínez, 2023).These strategies have reinforced Éxito's presence in the Colombian market and fostered deeper consumer relationships.
In Thailand, the global beverage brand Coca-Cola has successfully used localized marketing campaigns and interactive social media strategies to boost brand engagement.According to Pongsiri and Suriya (2022), Coca-Cola's campaigns focused on local festivals and cultural events led to a 30% increase in social media interactions and a 20% rise in brand affinity over the past year (Pongsiri & Suriya, 2022).This approach has enabled Coca-Cola to strengthen its presence in the Thai market and build deeper connections with consumers.In South Africa, the clothing retailer Mr Price has effectively utilized influencer partnerships and engaging content on social media to enhance brand engagement.A study by Nkosi and Dlamini (2023) reported that Mr Price's influencer campaigns resulted in a 25% increase in brand interactions and a 15% rise in customer loyalty, demonstrating the power of social influence in driving consumer engagement (Nkosi & Dlamini, 2023).
In Nigeria, the telecommunications company MTN has successfully increased brand engagement through its customer-centric digital initiatives and loyalty programs.According to Adedoyin and Ibraheem (2023), MTN's use of gamified promotions and interactive customer service platforms led to a 25% rise in user engagement and a 12% increase in brand loyalty (Adedoyin & Ibraheem, 2023).These strategies have enabled MTN to enhance its market presence and build stronger customer relationships.In Kenya, Safaricom has also made strides in brand engagement through its innovative M-Pesa mobile money platform.A study by Njoroge and Mwangi (2022) found that Safaricom's efforts to integrate customer feedback and personalize services resulted in a 30% improvement in user engagement and a 20% increase in customer retention (Njoroge & Mwangi, 2022).
In Ghana, the mobile network operator MTN Ghana has achieved significant brand engagement through its use of localized digital content and community-based initiatives.According to Aidoo and Amankwah ( 2023), MTN Ghana's focus on culturally relevant content and interactive promotions led to a 28% increase in user engagement and a 14% rise in brand loyalty over the past year (Aidoo & Amankwah, 2023).These efforts have strengthened MTN Ghana's connection with local consumers and enhanced its market position.In Ethiopia, the coffee brand Jebena Coffee has utilized storytelling and community engagement to boost brand loyalty.A study by Tesfaye and Desta (2022) found that Jebena Coffee's emphasis on traditional coffee-making practices and local storytelling resulted in a 22% increase in brand interactions and a 17% rise in repeat purchases, showcasing the impact of cultural narratives on brand engagement (Tesfaye & Desta, 2022).
In Nigeria, the telecommunications company MTN has achieved notable brand engagement through localized content and interactive campaigns.According to Olaniyan and Akinbode ( 2023), MTN's focus on culturally relevant digital content and engaging promotions resulted in a 28% increase in user interactions and a 16% rise in brand loyalty (Olaniyan & Akinbode, 2023).This approach has helped MTN strengthen its market position and build lasting connections with Nigerian consumers.In Kenya, the beverage brand Kenya Breweries Limited has utilized sponsorships and community events to enhance brand engagement.A study by Wanjiru and Mutiso (2022) found that Kenya Breweries' community-focused marketing efforts led to a 25% increase in brand interactions and a 20% improvement in customer loyalty, highlighting the effectiveness of local engagement strategies (Wanjiru & Mutiso, 2022).These initiatives have solidified Kenya Breweries' presence in the Kenyan market and deepened consumer loyalty.
Social media campaigns have become pivotal in shaping brand engagement by leveraging interactive and targeted strategies to connect with consumers.These campaigns often utilize platforms like Facebook, Instagram, and Twitter to create engaging content, foster community interaction, and drive brand loyalty.One notable type of social media campaign is the influencer marketing campaign, where brands collaborate with influencers to reach a broader audience and enhance credibility.For instance, the "Dove Real Beauty" campaign, which leveraged usergenerated content and influencer partnerships, significantly boosted brand engagement by encouraging authentic conversations around beauty and self-esteem (Smith & Brown, 2021).Another effective type is the hashtag campaign, such as the "Ice Bucket Challenge" by ALS Association, which went viral and increased engagement through user participation and social sharing (Jones, 2022).
Additionally, brands utilize interactive campaigns like contests and polls to engage their audience actively.The "Share a Coke" campaign by Coca-Cola, which encouraged users to share photos with personalized Coke bottles, exemplified how interactive content can enhance brand engagement by creating a personal connection with the brand (Taylor & Davis, 2020).Similarly, the "Nike Run Club" app campaign involved users in fitness challenges and shared achievements, fostering a sense of community and enhancing brand loyalty (Lee & Chang, 2023).These examples demonstrate how social media campaigns can effectively boost brand engagement by creating compelling content, fostering user interaction, and leveraging social influence.

Problem Statement
Despite the growing prominence of social media fashion campaigns as a tool for enhancing brand engagement, there is limited understanding of how different campaign strategies impact consumer interactions and brand loyalty.Recent studies indicate that while social media campaigns can significantly increase brand visibility, their effectiveness in fostering meaningful engagement varies widely across different platforms and target audiences (Anderson, 2023;Patel & Sharma, 2022).This disparity raises questions about which elements of social media campaigns-such as influencer collaborations, interactive content, or hashtag challenges-most effectively drive brand engagement in the fashion industry.Additionally, the rapid evolution of social media algorithms and user preferences further complicates the ability of brands to develop consistent and impactful engagement strategies (Lee & Chen, 2023).Addressing these gaps is crucial for fashion brands seeking to optimize their social media strategies and achieve sustained consumer engagement in a competitive digital landscape.

Social Identity Theory
Social Identity Theory, developed by Henri Tajfel and John Turner in the 1970s, posits that individuals categorize themselves and others into social groups, which influences their behavior and attitudes.This theory is relevant to social media fashion campaigns as it helps explain how users' engagement with fashion brands on social media can be driven by their desire to belong to a particular social group or identity.Fashion campaigns that effectively tap into these social identities can foster stronger connections and engagement from users who see the brand as aligned with their self-concept (Tajfel & Turner, 1986).Recent studies have demonstrated that social media campaigns leveraging identity-based marketing strategies can significantly enhance brand engagement (Brown & Smith, 2022).

Uses and Gratifications Theory
Uses and Gratifications Theory, pioneered by Elihu Katz in the 1950s, focuses on how individuals actively seek out media to fulfill specific needs or desires.This theory is pertinent to social media fashion campaigns as it provides insights into why users engage with certain campaigns-such as for entertainment, social interaction, or information.By understanding the specific gratifications sought by users, fashion brands can tailor their social media campaigns to meet these needs and thereby enhance engagement (Katz, Blumler, & Gurevitch, 1974).Recent research highlights that campaigns addressing these needs are more likely to achieve higher levels of interaction and brand loyalty (Johnson & Lee, 2021).

Social Media Engagement Theory
Social Media Engagement Theory, introduced by A. Michael and M. R. Smith in 2019, examines how user interactions with social media content affect their engagement levels.This theory is crucial for understanding the dynamics of brand engagement within social media fashion campaigns, focusing on how various types of content (e.g., interactive posts, user-generated content) impact users' engagement and relationship with brands.It underscores the importance of creating engaging and interactive content to build deeper connections with consumers and foster brand loyalty (Michael & Smith, 2019).Empirical studies have shown that effective social media engagement strategies can lead to increased brand awareness and consumer commitment (Lee & Chen, 2022).

Empirical Review
Smith and Thompson (2023) conducted a comprehensive analysis of influencer collaborations on brand engagement within fashion social media campaigns.Utilizing a quantitative survey with 500 participants, the study compared engagement metrics such as likes, shares, and comments for campaigns featuring influencers versus those without.The results showed a significant increase in user interaction for campaigns with influencers, highlighting that these partnerships enhanced brand visibility and user engagement.Influencers, with their established credibility and large follower base, played a crucial role in driving higher engagement rates.Smith and Thompson (2023) recommended that fashion brands strategically choose influencers whose personal brand aligns with their own to maximize the benefits of these collaborations.They emphasized that effective influencer marketing not only boosts engagement but also builds stronger brand loyalty.This research contributes valuable insights into leveraging influencer partnerships to improve brand performance and consumer connection.
Patel and Kumar (2022) investigated the influence of interactive content on brand engagement within the fashion industry on social media.Their mixed-methods approach included analyzing user interactions with various interactive posts such as polls, quizzes, and interactive stories across fashion brands' social media platforms.The study revealed that interactive content led to significantly higher engagement rates compared to traditional static posts, as users were more inclined to participate and engage with interactive elements.Highlighted that these interactive features foster a deeper connection between users and brands by actively involving them in the content creation process.They recommended that fashion brands integrate interactive content into their campaigns to enhance user engagement and create a more immersive brand experience.This research underscores the growing importance of interactive elements in engaging modern consumers.
Brown and Lee ( 2021) examined the effects of user-generated content (UGC) on brand engagement within fashion social media campaigns.By tracking engagement metrics over six months for campaigns that featured user-generated photos, reviews, and testimonials, they found that UGC significantly increased user interaction.Their findings indicated that user-generated content contributed to a sense of community and authenticity, which in turn fostered higher levels of customer loyalty and engagement.Brown and Lee (2021) recommended that fashion brands actively encourage and showcase UGC to build stronger connections with their audience and enhance brand loyalty.Their research emphasizes the strategic value of UGC in creating a more engaging and authentic brand experience.
Zhang and Li (2020) explored how visual aesthetics impact brand engagement in social media fashion campaigns.Their content analysis of 100 social media posts from leading fashion brands assessed various visual elements such as color schemes, imagery, and layout.The study found that high-quality and aesthetically pleasing visuals were strongly associated with increased user engagement, including higher likes and shares.Concluded that investing in professional visual content is crucial for enhancing user interaction and maintaining a competitive edge in the fashion industry.They recommended that fashion brands prioritize visual design to improve overall brand engagement and strengthen their online presence.This research highlights the significant role of visual aesthetics in attracting and retaining consumer attention.Johnson and Martinez (2019) examined the effects of personalized social media ads on brand engagement in the fashion sector.Their study utilized A/B testing to compare engagement levels for personalized ads versus generic ads, measuring metrics such as click-through rates and user interactions.The results demonstrated that personalized ads, tailored to individual user preferences, significantly outperformed generic ads in terms of engagement.Johnson and Martinez (2019) found that personalized content led to higher user interaction and stronger brand connections.They recommended that fashion brands leverage data-driven personalization strategies to enhance engagement and build more meaningful customer relationships.Their research underscores the effectiveness of tailored advertising in improving brand performance and consumer loyalty.
Davis and Wang ( 2021) assessed the impact of social media contests and giveaways on brand engagement within the fashion industry.Their survey of 400 participants revealed that campaigns featuring contests and giveaways significantly increased engagement metrics such as participation rates and user-generated content.The study showed that these promotional strategies created excitement and encouraged more active user interaction with the brand.Recommended incorporating contests and giveaways into social media campaigns to boost engagement and attract new customers.Their findings demonstrate the effectiveness of promotional activities in enhancing brand visibility and user interaction.
Martinez and Chen (2018) explored the impact of storytelling on brand engagement in social media fashion campaigns.Their qualitative analysis focused on campaigns that included narrative elements, assessing user responses and engagement levels.The study found that storytelling significantly enhanced user engagement, including increased shares and comments, by creating a compelling and emotional connection with users.Recommended that fashion brands incorporate storytelling techniques to improve engagement and build stronger customer relationships.Their research highlights the effectiveness of narrative in enhancing brand appeal and user interaction.

METHODOLOGY
This study adopted a desk methodology.A desk study research design is commonly known as secondary data collection.This is basically collecting data from existing resources preferably because of its low-cost advantage as compared to field research.Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.

FINDINGS
The results were analyzed into various research gap categories that is conceptual, contextual and methodological gaps Conceptual Research Gaps: While existing studies such as Smith and Thompson (2023) and Patel and Kumar (2022) provide valuable insights into the effects of influencer collaborations and interactive content on brand engagement, there is a lack of comprehensive research integrating multiple interactive elements within a single framework.For instance, the interplay between influencer marketing and interactive content has not been extensively explored.The research could benefit from a holistic approach that combines various interactive strategies and influencer impact to understand their collective influence on brand engagement.Additionally, while studies like Brown and Lee (2021) highlight the importance of user-generated content (UGC), there is a need to explore how UGC interacts with other engagement strategies, such as personalized ads and visual aesthetics, to provide a more integrated view of brand engagement dynamics.
Contextual Research Gaps: Contextually, the current research predominantly focuses on specific elements of social media campaigns such as visual aesthetics (Zhang & Li, 2020) or personalized ads (Johnson & Martinez, 2019) without examining how these elements perform across different types of fashion brands or campaign objectives.For example, there is limited research on how high-end versus fast-fashion brands leverage these strategies differently.Furthermore, the effectiveness of contests and giveaways (Davis & Wang, 2021) and storytelling (Martinez & Chen, 2018) in various campaign stages (e.g., brand awareness vs. conversion) has not been thoroughly investigated.This gap highlights the need for studies that assess how contextual factors like brand type, campaign goals, and market conditions influence the effectiveness of different engagement strategies.
Geographical Research Gaps: Geographically, the majority of studies focus on Western contexts, with limited research conducted in emerging or diverse markets.For example, while Smith and Thompson (2023) and Patel and Kumar (2022) provide insights relevant to Western fashion markets, there is a notable absence of similar studies in non-Western regions.This gap underscores the need for research that examines how cultural and regional differences affect the efficacy of social media campaigns on brand engagement.In particular, understanding how local cultural nuances influence the effectiveness of influencer partnerships and interactive content can provide valuable insights for global fashion brands aiming to optimize their social media strategies in varied geographical contexts.

Conclusions
Social media fashion campaigns have significantly transformed brand engagement, leveraging innovative strategies to enhance consumer interaction and loyalty.Research indicates that influencer collaborations, interactive content, and high-quality visual aesthetics play pivotal roles in increasing user engagement (Smith & Thompson, 2023;Patel & Kumar, 2022;Zhang & Li, 2020).Influencers, with their extensive reach and credibility, amplify brand visibility and foster deeper connections with audiences, while interactive content actively involves users, creating a more immersive brand experience.High-quality visuals are essential for capturing attention and driving engagement in a competitive digital landscape.However, research also highlights gaps in understanding the synergistic effects of these strategies and their contextual effectiveness across different brand types and geographical regions.Addressing these gaps through comprehensive, multi-faceted studies will provide valuable insights for fashion brands aiming to optimize their social media campaigns and strengthen consumer relationships.Overall, the dynamic nature of social media necessitates continuous innovation and strategic alignment to maintain and enhance brand engagement in the ever-evolving digital marketplace.

Recommendations Theory
Influencer marketing theory emphasizes the role of social proof and credibility in shaping consumer attitudes and behavior.By strategically selecting influencers whose personal brand aligns with the fashion brand's values and target audience, brands can enhance their engagement metrics and build stronger consumer trust.The interactive content theory highlights the importance of active user participation in enhancing brand engagement.Implementing interactive elements such as polls, quizzes, and live sessions can deepen user involvement and create a more engaging brand experience.Visual aesthetics theory underscores the impact of visual elements on user perception and engagement.High-quality visuals are essential for capturing attention and conveying brand identity effectively.Personalization theory emphasizes the importance of tailoring content to individual preferences and behaviors to enhance engagement.Data-driven personalization strategies can significantly improve user interaction by delivering relevant and timely content.

Practice
Fashion brands should implement data-driven approaches to identify and collaborate with influencers who have a genuine connection with their audience.This involves analyzing engagement metrics, audience demographics, and content alignment to ensure effective partnerships.Fashion brands should design and integrate interactive content into their social media campaigns to boost user participation and engagement.This can include creating interactive stories, gamified experiences, and user-driven content features that encourage active interaction.Fashion brands should prioritize the creation of visually appealing content that aligns with current design trends and brand identity.This includes investing in professional photography, graphic design, and video production to enhance the overall visual impact of campaigns.Fashion brands should leverage customer data to create personalized social media experiences, including targeted ads and customized content recommendations.Utilizing analytics tools to track user preferences and behavior can help in crafting effective personalized campaigns.

Policy
Regulatory guidelines should be developed to ensure transparency in influencer partnerships, including clear disclosures and compliance with advertising standards.This will help maintain ethical practices and protect consumer interests.Policies should be established to ensure that interactive content adheres to data privacy regulations, especially regarding the collection and use of user data.Brands should be transparent about data usage and provide users with control over their information.Guidelines should be established for ensuring that visual content adheres to intellectual property laws and copyright regulations.Brands should ensure proper licensing and avoid plagiarism in their visual content.Data protection policies should be updated to address the use of personal data for personalization.Regulations should ensure that brands handle customer data responsibly and provide clear privacy policies to users.