THE IMPACT OF CONTENT MARKETING ON CUSTOMER ENGAGEMENT ON INSTAGRAM – A CASE STUDY OF FASHION BRANDS

This research study the impact of content marketing on customer engagement on Instagram using a research model framework inherited from empirical research of Balio (2017) for the fashion brands in Vietnam. With 199 samples collected and processed, the statistical results prove the model's relevance to the type of post, the time frame for posting, the interaction of the message, the attractiveness of the topic of the post positively affect customer engagement on Instagram. The research results will help fashion executives have a complete view of content marketing and its impact on customer engagement behavior on social media Instagram. This is an essential basis in planning market development strategies, branding, attracting customers, and improving competitiveness.