Impact of Visual Branding on Consumer Engagement: A Study of Instagram Use by Women-Led Digitally Native Fashion Startups in Pakistan

This paper investigates the visual branding’s impact on customer engagement on the Instagram, focusing on the digitally driven fashion startup brands in Pakistan. Using a qualitative r method, the study combines semi-structured interviews with brand founders and content analysis of the Instagram profiles led by women. It was revealed by the findings that these startups create and implement strategic visual narratives, cultural blending, and Instagram-specific tools like Reels and Stories to develop deep consumer connections and establish a unique brand identity. This research is based in Visual Branding Theory and Affordance Theory framework. These theories provide a framework of understanding Instagram as a platform for creative expression, emotional investment and a site of entrepreneurial work. The study enhances our understanding of global media and entrepreneurship scholarship by exploring the impact of cultural and socio-economic contexts on digital branding strategies in the developing regions.