The Influence of Digital Marketing on Customer Loyalty to Local Fashion Brands on Instagram

The study focuses on how digital marketing shapes customer loyalty to local fashion brands found on Instagram. Because digital platforms are now an important part of fashion marketing, knowing how digital strategies help build loyalty among customers is key especially for local brands wanting to stand out in crowded industries. To accomplish this, a survey was given to 250 Instagram users who engage with local fashion brands. In this analysis, descriptive statistics and inferential tests, including Pearson correlation and multiple regression analysis, were used to determine connections between digital marketing factors (including content quality, brand interaction, influencer endorsement and brand responsiveness) and customer loyalty. All four parts of Omni-Channel have a significant and positive effect on customer loyalty and brand responsiveness and content quality are the strongest predictors. The results of this study add to the literature on social media marketing by outlining how strategies on Instagram can strengthen brand loyalty, even for smaller local fashion companies. This research covers the main direction of digital marketing and also explores how it applies to local fashion branding in a developing market. The findings are valuable for anyone interested in developing better customer engagement in social media, including digital marketers, brand managers and small business owners. It would be helpful for future research to study how long-term loyalty happens and the unique behaviors seen on other social media platform