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Content, Interaction, and Influencer Collaboration: Mechanisms of Muslimah Beauty Brand Image Construction on Instagram

Ana Rimbasari Universitas Siber Muhammadiyah Miranda Hapsari Purwanto LSPR Institute of Communication and Business Mfaume Ismail Mahmoud Institute of Rural Development Planning, Dodoma DOI: https://doi.org/10.37034/infeb.v8i2.1443 Keywords: Instagram, Brand Image, Muslimah Beauty, Wardah, Halal Cosmetics Abstract Instagram has fundamentally transformed how halal cosmetic brands build identity and consumer trust in the world's largest Muslim market. This study investigates the mechanisms through which Wardah constructs its Muslimah beauty brand image via Instagram, integrating consumer, industry practitioner, and sales personnel perspectives. Employing a descriptive qualitative approach with a constructivism paradigm, data were collected through in-depth interviews with eight purposively selected informants comprising five active consumers, one professional make-up artist, one Wardah Beauty Agent, and one sales person. Source triangulation ensured data validity. Three primary mechanisms were identified: aesthetically consistent visual content communicating halal, modern, and inspirational values; responsive two-way interaction fostering consumer trust and loyalty; and strategic collaboration with hijab-wearing influencers reinforcing brand authenticity. The consistency between digital brand image and real-world product experience proves foundational to Wardah's brand equity. This study contributes to the literature on integrated marketing communication strategies of halal brands in emerging markets, and identifies a fourth dimension of brand image-religious image as cultural identity-beyond Biel's classical framework. Downloads Download data is not yet available. References Rehman, S. ul, Gulzar, R., & Aslam, W. (2022). Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach. SAGE Open, 12(2). DOI: https://doi.org/10.1177/21582440221099936 . 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Jurnal Informatika Ekonomi Bisnis, 8(2), 430-434. https://doi.org/10.37034/infeb.v8i2.1443 ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX This work is licensed under a Creative Commons Attribution 4.0 International License.

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