Abstract:
This study explores the impact of social media marketing activities on brand image within the clothing industry, focusing on key factors such as Trendiness, Entertainment, Interaction, Customization, and Electronic Word-of-Mouth (E-WOM). By employing a quantitative, cross-sectional research design, data was collected from 169 respondents through structured questionnaires and analyzed using regression and correlation techniques. The results reveal that all independent variables significantly and positively influence brand image, with interaction emerging as the most impactful factor, followed by entertainment and customization. The findings highlight the critical role of two-way communication in fostering trust and emotional connections, while visually appealing and engaging content enhances brand perception. Trendiness and E-WOM further contribute to brand image by promoting relevance and credibility through up-to-date content and peer recommendations. These insights underscore the importance of integrating consumer-centric strategies into social media campaigns to strengthen brand identity and loyalty. This study contributes to the theoretical understanding of social media’s influence on brand image and provides actionable recommendations for practitioners. By prioritizing interactive engagement, personalized experiences, and authentic content, clothing brands can enhance their competitive positioning in the digital marketplace. The research also acknowledges limitations, such as its geographical scope and reliance on specific variables and suggests future studies to incorporate longitudinal designs and explore additional factors like authenticity and sustainability.
