THE ROLE OF INSTAGRAM IN SHAPING FASHION BRAND DEVELOPMENT IN NORTH MACEDONIA
THE ROLE OF INSTAGRAM IN SHAPING FASHION BRAND DEVELOPMENT IN NORTH MACEDONIA

Summary/Abstract: As social media platforms, including Instagram, have become central to contemporary marketing strategies, the fashion industry is continuously using these channels to enhance visibility, engage consumers, and drive sales. This study investigates the role of Instagram in the development of fashion brands in the Republic of North Macedonia. Using a survey of 120 active Instagram users, the research applies descriptive and correlation analyses to explore consumer perceptions and behaviors toward both local and international fashion brands. The findings indicate that Instagram significantly contributes to shaping brand identity and consumer loyalty, although certain challenges remain for local brands in terms of fully utilizing the platform’s potential. Interaction frequency has a weak influence, while trust in Macedonian influencers does not significantly impact purchase decisions. Theoretically, the study extends understanding of Instagram’s role in fashion branding in small, under-researched markets and challenges the view that high-quality content necessarily increases brand awareness. Practically, it offers insights for fashion brands in North Macedonia to enhance digital marketing strategies and competitive positioning.

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