E-COMMERCE THROUGH SOCIAL MEDIA: AN INSTAGRAM PAGE ATTRIBUTE-CONVERSION MODEL IN CONTEXT OF FASHION APPAREL INDUSTRY

Abstract

This study theoretically examined e-commerce through social media: an Instagram page attribute-conversion model in context of fashion apparel industry. The aim of this paper was to theoretically examine how different Instagram pages attributes influence conversion model within the fashion apparel industry context. This work is anchored on Stimulus-Organism-Response Theory. To achieve the objectives, the study employed survey of literatures and content analysis. Content analyses revealed that the relationship between Instagram page attributes and the conversion model in the fashion apparel industry is both strategic and influential in driving consumer behavior from awareness to actual purchase. Based on extant literature reviewed, the study concluded that as fashion consumers migrate toward visually driven, mobile-first shopping experiences, Instagram has emerged as a key digital storefront where brand identity, product visibility, and user engagement converge. Consequently, it was recommended that fashion brands should prioritize the production of high-resolution, aesthetically appealing images and videos that align with their brand identity.