THE ROLE OF FASHION INNOVATIVENESS, INVOLVEMENT, AND SELF-EXPRESSION IN ENHANCING MUSLIM FASHION BEHAVIOR INTENTION: A CONCEPTUAL PAPER

Muslim fashion contributes to global economic growth by encouraging innovation, entrepreneurship, and investment. Muslim fashion is considered as an industry and a societal phenomenon that has triggered strong reactions from various stakeholders in various fields (socio-cultural, business, law, politics). The literature has reported the role of identity, religion, digital platforms, influencers, and social norms on consumer behavior in the Muslim Fashion industry. Muslim Fashion fosters a homogenous image of the ideal pious, beautiful, and modest Muslim woman that serves to flatten the global differences of the world's Muslims. The increasing number of social media users can shape new marketing trends and strategies, and marketers are starting to consider social media platforms as a primary channel to communicate and interact with customers. Social media platforms have revolutionized the mindset of modern business engagement, producing innovative content to create customer loyalty and expand brand reach. Customers to repurchase a brand because their strong attitude and commitment to innovative products have an impact on brand loyalty. In addition, the level of brand innovation can increase the likelihood of customers making additional purchases. With the presence of products that can express themselves, brands will be loved more and found to increase emotional responses, provide more potential to increase consumer love and encourage post-consumption loyalty behavior.