Digital Marketing Through Influencer Marketing And Social Media Content: Lafiye’s Tiktok And Instagram Case Study

The emergence of digital marketing, mainly through platforms like TikTok and Instagram, has revolutionized the fashion industry. This paper explores the role of influencer marketing and social media content on consumer behaviour, focusing on the modest fashion brand Lafiye. With their substantial online presence, influencers act as intermediaries between brands and consumers, fostering trust and authenticity. Previous studies have primarily focused on the general effects of influencer marketing across various industries. However, more research must be conducted to address how these strategies are employed within the modest fashion sector, which caters to a unique consumer base with distinct values and preferences. To fill that gap by applying the AISDALSLove framework (Attention, Interest, Search, Desire, Action, Like, Share, Love) to examine the specific dynamics of influencer marketing within this niche. Using a qualitative methodology centred on literature analysis, this study draws on primary and secondary data from social media platforms and marketing literature. It provides new insights into how modest fashion brands like Lafiye can leverage influencer collaborations and social media content to engage Generation Z consumers more effectively. The analysis highlights the challenges in maintaining authenticity and transparency, particularly in an industry where consumer trust is paramount. The findings indicate that influencer marketing has successfully converted consumer interest into sales while fostering a loyal community around the brand. Nevertheless, for long-term success, Lafiye must continuously adapt to shifting consumer preferences and ensure transparency in influencer partnerships to sustain trust.