ANALYSING SOCIAL MEDIA ENGAGEMENT STRATEGIES OF TOP HIJAB BRANDS IN MALAYSIA: A COMPREHENSIVE STUDY OF ENGAGEMENT METRICS AND FOLLOWER DEMOGRAPHICS FOR EFFECTIVE BRANDING STRATEGIES

This research aims to thoroughly investigate the social media engagement strategies employed by the leading hijab brands in Malaysia focusing on comprehensively analysing engagement metrics and follower demographics to derive insights crucial for formulating effective branding strategies with the pervasive influence of social media on consumer behaviour, understanding the intricacies of engagement strategies becomes imperative for hijab brands seeking to enhance their market presence. The research employs a mixed-methods approach integrating quantitative analysis of engagement metrics (such as likes, shares, and comments) in social media platforms like TikTok, Facebook, Instagram, Threads, X and others in a range of qualitative analyses of follower demographics using media analytic platform and brand's social media audience characteristics. This study aims to uncover patterns that contribute to successful online branding. The targeted hijab brands represent a diverse spectrum within the Malaysian market, allowing for a nuanced understanding of industry-specific dynamics. The research not only delves into the quantitative aspects of engagement but also explores the qualitative dimension by and scrutinising follower demographics. This dual approach provides a comprehensive view of how engagement strategies resonate with distinct audience segments. The findings of this study are expected to contribute significantly to social media marketing and branding, providing hijab brands with actionable insights to refine and optimise their strategies. Additionally, the research may offer theoretical contributions to the broader literature on social media engagement and its intersection with cultural and religious contexts. As hijab brands navigate the evolving landscape of social media, this research aims to equip them with evidence-based strategies to foster meaningful connections with their audience, enhancing their overall brand positioning and impact in the Malaysian market.