Purpose: This study addressed the robustness of the relationship between social media marketing activities and online customer engagement, through the Instagram platform. The relevance of studying luxury fashion brands reflects the need to understand the role of social media marketing activities through the Instagram platform. The Instagram channel offers a unique platform for firms to employ postings that can convert viewers into customers. Furthermore, the literature suggests that online customer engagement plays a vital role in customer purchases. Thus, this thesis aims to examine the power of applying social media marketing activities that induce customers to engage with luxury fashion brands on Instagram.
Design/methodology/approach: The study generated an empirical study using a quantitative approach to investigate the scope of the constructs and test the developed conceptual model. The data source of the investigation is primary data collected by a survey using a questionnaire. The current research took place in Egypt in 2020 for Egyptian Instagram users who were 10,65,2000. The sample size of the present study was 385 Egyptian customer who are following the luxury brand pages on the Instagram platforms.
Findings: the findings of the study support all the proposed hypotheses. Furthermore; the findings indicated that the luxury fashion brands apply social media marketing activities through the variables sharing, customization, trendiness, and interaction, through their Instagram platform will influence online customer engagement through consumption, contribution, and creation posts related to the brand.
Keywords: Social Media Marketing Activities (SMMA), Online Customer Engagement, and Instagram platform.