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.