International Journal of Art & Design (IJAD), Volume 6 (1), March /2022, Pg.

43-51
The Effectiveness of Instagram as a Marketing Tool for Naelofar Hijab

The Effectiveness of Instagram as a Marketing Tool

for Naelofar Hijab
Nornatasya Farina Jasman*
College of Creative Arts, Universiti Teknologi MARA, Shah Alam, Selangor
Email: [email protected]

Mohamed Razeef Abdul Razak*

College of Creative Arts, Universiti Teknologi MARA, Shah Alam, Selangor
Corresponding author
Email: [email protected]

Azahar Harun*
College of Creative Arts, Universiti Teknologi MARA, Cawangan Melaka
Email: [email protected]

Received Date: 10.1.2022; Accepted Date: 10.02.2022; Available Online: 25.03.2022

* These authors contributed equally to this study

ABSTRACT

According to a survey conducted by the Malaysia eCommerce Industry, the hijab industry in Malaysia is a
very profitable business that is expected to generate US $5.9 billion by 2024, according to the survey.
Because of this, the study investigates the effective marketing strategy of the Naelofar Hijab brand as
depicted on the Instagram platform to engage with the target audience. As a successful brand, this is even
more important than other aspects of the Instagram marketing strategy. The AIDA model was used to
analyze the ten most successful Naelofar Hijab Brand campaigns promoted on the Instagram social media
platform. Naelofar Hijab was the most successful Brand that used Instagram as a marketing strategy tool
to promote their products and grow their customer base and brand awareness. According to preliminary
findings, Naelofar Hijab’s marketing communication research is primarily defined as a strategy on
Instagram focused on viral marketing techniques to draw the audience's attention to the Brand itself rather
than the product itself. Other competitors in the fashion hijab category are also taking advantage of the
Instagram platform to market their products. Despite this, the marketing techniques employed by the
Naelofar Hijab brand are more distinctive in fostering loyalty, trust, inspiration, and motivation in the
Brand, as demonstrated by the Brand's founder, Noor Neelofa on her Instagram account. As a result of the
AIDA model approach, the findings of this study will benefit the community by increasing knowledge
and strengthening entrepreneurial skills in them, allowing them to develop a successful marketing
strategy.

Keywords: AIDA Model, Instagram, Marketing Tools, Naelofar Hijab

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The Effectiveness of Instagram as a marketing Tool for Naelofar Hijab

INTRODUCTION

Naelofar Hijab is a well-known hijab brand in Malaysia, where it competes with several other well-known
brands. As Malaysia's Muslim population increases to 61.3 percent of the population, preliminary
statistics indicate that demand for the fashionable hijab business is increasing (Amanda, 2020). Following
the 2018 report (Atiqah, Hijab Brands in Malaysia, 2019), it has been estimated that the accumulated
profit is at least RM 1 billion, which is approximately USD 245 million. With the rise in demand and
desire among Muslim women who wear hijab, the fashion industry is seeing an increase in business due
to this. Naelofar Hijab, one of the most successful marketing brands in a marketing campaign that builds
audience interaction and brand engagement, employs Instagram as one of its marketing strategy tactics to
direct audience traffic towards brands and products using a social media approach. Additionally,
communication between Naelofar Hijab marketers is being investigated, as this is associated with the
spread of viral marketing through the Instagram platform. According to (Beckmann & Bell, May 2001),
this is the related research discussed in how Naelofar Hijab communication marketing succeeds through
the Instagram platform (Mersid & Merve, 2018), Naelofar Hijab also used a viral marketing platform as a
strategy tool to deliver quick information to their target audience, according to the findings of the initial
research for this study. The rumors that spread about the founder of the Naelofar Brand, Noor Neelofa,
have impacted the Brand. Naelofar Hijab, which recently launched its newest product at the Zouk Club in
Kuala Lumpur, was the subject of the previous investigation. It harmed the Brand because it did not
correspond to the situation, but the fallout from the rumor had a positive impact on the Brand (Bazlin,
Teh, & Gan, 2019).
The Naelofar Hijab brand does not rely solely on traditional mainstream mass media for its
consumer advertising; instead, it uses direct channel marketing to reach consumers. This marketing
strategy shifts the focus to a new platform, Instagram, to generate online marketing tools for businesses.
By developing a marketing strategy for a brand that can provide incredible value. It will be able to
significantly increase its ability to expand promotional activities on the Instagram platform, thereby
increasing audience interest in the Naelofar Hijab brand and increasing sales (Rafiq & Fulford, 2005)
(Victoria & Helen, 2013). It has been suggested by (Goldsmith & Clark, 2008) (Luis, Carlos, & Sergio,
Be creative, my friend! Engaging users on Instagram by promoting positive emotion, 2020) the Instagram
platform can target businesses more broadly exposed to new target audiences and build brand engagement
by promoting positive emotion. In addition, competitors in the hijab fashion industry have chosen the
Instagram platform to promote their respective brands. (Socialbakers, 2019) (Luis, Carlos, & Sergio, Be
creative, my friend! Engaging users on Instagram by promoting positive emotion, 2020), The promotion
of positive emotion on Instagram has proven effective in increasing engagement and revenue for fashion
brands in 2020. public (Casaló, Flavián, & Ibáñez-Sánchez, 2017b). That is because advertising
campaigns that engage target audiences and attract new followers to Instagram accounts rely on creativity
and originality to be successful. Instagram is a powerful tool in the fashion industry, helping to increase
brand publishing and campaign promotion.

LITERATURE REVIEW

New media is likely to focus on the hijab fashion industry's marketing strategy. That new media type has
more to do with the media, such as social media platforms, than ever before. The Hijab fashion industry
relies heavily on social media to connect with its consumers and followers in Malaysia. That is because
social media is a strategic and practical platform for promoting a society in an easy, low-cost, free
advertising, fast-medium, and widely spreading manner. The Hijab fashion industry relied heavily on
Instagram to distribute free advertising online. When it comes to attracting new consumers, social media
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The Effectiveness of Instagram as a marketing Tool for Naelofar Hijab

has features that can help a business become more advanced in its marketing efforts. IGTV, IG Live,
Share Stories, Repost, Shop, Video, and Visual are just some ways that Instagram gives users the freedom
to experiment with the various tools at their disposal (Fournier, 1998; Muniz & O'Guinn, 2001; Ana &
Natascha, 2016).

Instagram as a Marketing Communication

Since Instagram users and followers are more likely to engage with a brand or product when using
the app, it is at the center of the marketing communication strategy used to promote it. Online marketing
relies on Instagram as the primary social media platform for interacting with consumers. Instagram was
built with interactivity features in mind to get more out of their time on the service. By achieving their
goals, users utilize Instagram's platform as a digital marketing tool. There are many reasons why
Instagram is the ideal platform for businesses to collaborate with their marketing communications to
ensure that their interactions with their consumers are effective. (Dahan & Hauser, 2002; Ana &
Natascha, 2016), this platform makes it simple and easy for brands to engage with their consumers more
meaningfully. This is because online marketing can facilitate the promotion of a brand through the visual
posting of the product, which attracts potential consumers’ attention. In December 2016, Instagram had
more than 600 million active users, most of whom used the app to access the service (Statista, 2017;
Washington, 2014; Nathaniel, Jay, & Hyoyeun, 2017). This is the most dynamic platform for an
influencer to promote their product or brand among other users.

I. Price Strategy in Visual

When marketing a product's value to consumers, price is critical for a successful strategy.
Placement of price is one of the strategies used because it influences the consumers' decision to purchase
goods or products. Product prices can be visually quoted on Instagram by describing unique product
characteristics in an ad design. The price points for the items have been set following industry standards
while also considering the item's unique characteristics, such as its material or design. The product itself,
which has characteristics that distinguish it from other business products, can significantly impact sales
because of the low prices it offers to buyers. Higher prices are also associated with products with a
premium value in terms of quality and uniqueness and high-quality products. When determining the value
of a product, the price should be given particular consideration because it affects the profit and adds value
to the item being evaluated. Therefore, prices should be displayed visually to convey information without
causing consumers to doubt or wonder about what they are purchasing (Išoraitė, 2016; Muhammad,
2019). Additionally, it can provide customers with a sense of fulfillment when they purchase products at a
reasonable price (Muhammad, 2019).

II. Promotion Strategy in Visual

Promoting a product or service is the next step in the marketing mix, and it includes a variety of
elements such as public relations, advertising, social media marketing, video advertising on various
platforms, and more (Muhammad, 2019). Medium strategy is used to attract consumers to a business's
marketing of a product or service offered for sale. It is one of the methods that can attract the attention of
many consumers by offering various promotions on products such as discounts, purchasing items that are
purchased on a free one-time basis, or giving away free items. Every promotion must go through an
exciting process for the product or service's marketing strategy to run smoothly and attract more
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The Effectiveness of Instagram as a marketing Tool for Naelofar Hijab

consumers to the market compared to competing businesses. As a part of the process of brand promotion,
it can also assist a company in introducing new products or services to the market (Muchiri, 2016;
Muhammad, 2019).

The visuals displayed have the potential to capture the attention of Instagram users, primarily since
the promotion is carried out by using numbers as a factor in attracting users' attention. An advertising
strategy that involves placing the amount, number, and value of a product in a business stake to attract
customers and a new target audience is called direct marketing. According to (Muhammad, 2019), a
marketing strategy can be broken down into several categories. These categories include mass
media advertising, sales promotion (coupons, lotteries, and discount vouchers), public relations
(media introduction or PR event), personal selling, direct marketing, and digital marketing,
which includes social media platforms. Businesses require information about their consumers or
target markets, which is done to gather information about their requirements and preferences.

III. Platform Strategy to Market

Naelofar Hijab Brand began in September 2014. Observations show that Instagram Naelofar Hijab
Brand conducts marketing strategies via an internet connection. It promoted the product and the brand on
various social media platforms, which resulted in a significant increase in sales. Consumers prefer to
spend their time on social media platforms like Instagram. In the marketing of trendy brands, social media
is an important platform, according to (Nurfatin, Shantiny, & Komathy, 2018). Trendy products and
brands are the most sought-after by social media users. This is the case because of the ease, speed, and
wide reach that social media platforms provide for product and brand promotion.

In addition, new features such as Reels and an IG shop have been added to the Instagram platform,
making it easier for users to make purchases directly from the social media platform. According to
(Dahan & Hauser, 2002; Ana & Natascha, 2016), the Instagram platform is a practical and usable medium
for collaborating with marketing communication to make its interaction onward the business and the
consumer more effectively efficient. Improving brand interaction with customers is effortless and
seamless when using this platform.

Influencers as Brand Icons

Individuals who can persuade potential consumers of the merits of a particular product or service
by promoting or endorsing the brand product on social media platforms are known as influencers in
marketing communication. Influencers play a crucial role in marketing by establishing credibility by
encouraging social media users or consumers to promote branded products. Influencer marketing,
particularly on social media platforms such as Instagram, is one of the communication marketing
strategies that involve the support of celebrities as an endorsement of a brand's product (Freberg, Graham,
McGauhey, & Freberg, 2010; Aziz, et al., 2019; Tahirah, et al., 2020). Partnerships with social media
influencers or celebrities with a large following are being used by businesses to reach over 100 million
followers to endorse their brand (Hanson, 2018; Hashim, et al., 2020; Tahirah, et al., 2020). A brand's
marketing can benefit from the engagement and follower traffic that influencers generate because their
followers are more likely to engage with its product.

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The Effectiveness of Instagram as a marketing Tool for Naelofar Hijab

For marketing strategy tools to be successful, influencers or brand ambassadors play a crucial
role. As the brand's founder, Noor Neelofa uses her name to sway other people, especially fans of the
brand. Various multinational corporations attempt to control her brand as she is a celebrity and an
ambassador for them. Consequently, she takes the brand with her wherever she goes to expand the market
for business. Artist Noor Neelofa is constantly creating new hijab designs that can satisfy any woman's
desires and a variety of distinctive but appealing and straightforward styles. Her work is recognized
worldwide as women’s fashion (Nurfatin, Shantiny, & Komathy, 2018). Naelofar Hijab's publicity
strategy is to draw an audience by using Noor Neelofa as an influential style icon because the look she
sports can inspire and motivate other women. Noor Neelofa uses the brand to extend her persona while
also promoting it in every TV commercial she has appeared in.

(Djafarova & Rushworth, 2017), argue that this will increase the legitimacy of the brand's
connection with Instagram users, who regard Instagram as a source of information (Daniel, Marta, &
Sergio, 2019). It guided the audience to a higher level of trustworthiness based on this performance.
Because of her influence in generating interest, the influencer can direct traffic from followers to the
brand. Influences are critical when influencing an audience because they serve as icons or idols,
projecting a positive image, aura, and motivation to the audience. The vast majority of influencers are
celebrities and well-known individuals who can promote a business, brand, or product to a target audience
through their social media platforms. This is because they have a loyal following and supporters. As a
result, influencers used their Instagram accounts to publish or evaluate the product and brand to their
followers, increasing the audience. The traffic audience and the new target audience will grow
significantly due to the engagement generated by the influencers' postings or reviews due to the
implementation of this strategy.

RESEARCH METHODOLOGY

Through the use of the Instagram platform, this aims to demonstrate a technique for monitoring the
phenomenological study on the interaction of marketing communication on the Naelofar Hijab Brand.
This processing method is likely to result in a better understanding of Hijab brand marketing
communication research through Instagram, as well as the development of a new process for developing a
model from marketing strategy data that will assist companies in the long run in moving in a more
strategic and practical direction, according to the authors. The research plan is an essential component of
this chapter, and it includes the current literature on the topic of relevant study, technique, procedure, the
process of models, analytical method, and ethical considerations, among other things.

Observation on the Naelofar Hijab marketing strategy tool assessed campaigns on the Instagram
platform using the modern-day AIDA model. The AIDA methodology was used to analyze ten successful
Naelofar Hijab campaigns that utilized Instagram, a social media platform included in the brand's
marketing strategy. The purpose of this study is to ascertain the most effective Naelofar Hijab campaign
procedure in marketing and to foster relationships and loyalty between the audience and brands.
Interviews were used to conduct empirical research to elicit reliable and valid data for data analysis using
the AIDA model. The researcher established objectives for determining, exploring, identifying, and
developing level strategies to ensure the success of marketing campaigns based on the data.

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 International Journal of Art & Design (IJAD), Volume 6 (1), February/2022, Pg. 43-51
The Effectiveness of Instagram as a marketing Tool for Naelofar Hijab

Figure 1. AIDA model

FINDINGS

Figure 2. Findings

Figure 3. Creative Visual Posting on Naelofar Hijab Brand Instagram

(Source: https://www.instagram.com/p/B_d-lDIJwPO/)

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 International Journal of Art & Design (IJAD), Volume 6 (1), February/2022, Pg. 43-51
The Effectiveness of Instagram as a marketing Tool for Naelofar Hijab

Figure 4. Creative Advertising Post by Naelofar Hijab Brand

(Source: https://www.instagram.com/p/B_d-lDIJwPO/)

Brand advertisements on Instagram Naelofar Hijab are evaluated using the AIDA model. This
strategy is applied to the Naelofar Hijab Brand to examine ten successful campaigns utilizing an
Instagram marketing tool to drive audience traffic to the brand effectively. The AIDA Model, which is
hierarchical, explains how Instagram followers are directed toward making purchases related to the
Brand's interest. The AIDA model, which is order-based, depicts how Instagram followers make
purchases from a business. As a result, the process increases followers' contact with the Brand and elicits
emotions, resulting in a more fulfilling and enjoyable brand experience. The experience may result in
creating a new target audience based on feedback.

I. Awareness

Figure 4 shows the Naelofar Hijab Instagram visual posting. This is shown in the graphics used to
inform consumers about the Brand release. The visible Instagram posting expresses concepts and
inspiration for the audience and hijab-style women. Each new Naelofar Hijab product will have a new
graphic release to appeal to consumers, and this campaign will also raise awareness among hijabista.

II. Interest

The theory reaction is a user's or customer's emotional reaction to anything they see. The show's
visual content will interact with mirrored sentiments and emotions, and it does so by communicating with
users or customers to communicate their intentions through feelings and sensations. Involving users or
clients in the Instagram post will elicit emotions and feelings. The goal of users or consumers is reflected
in their likes, feedback, or comments (Casaló, Flavián, & Ibáñez-Sánchez, 2017a; Luis, Carlos, & Sergio,
Be creative, my friend! Engaging users on Instagram by promoting positive emotions, 2021).

III. Desires

This can lead to building desire while meeting commitments. Marketing communication relies on a
commitment to understanding needs and wishes. Commitment is a necessary function in long-term
relationships.

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The Effectiveness of Instagram as a marketing Tool for Naelofar Hijab

IV. Action

This visual marketing campaign will encourage campaign recipients to take action and learn more
about the Brand. This occurs when a consumer wants to learn more about a brand before purchasing it or
leaving the items related to placing an ad.

CONCLUSION

To summarize the findings of this study, the researchers discovered a wealth of new knowledge and
information about the marketing communication strategy instruments that are currently in use in the
business world. By increasing knowledge and strengthening entrepreneurial abilities, the findings of this
case study can be used as a practical guide for businesses and the community in developing marketing
strategies by increasing knowledge and strengthening entrepreneurial abilities. This study demonstrates
how businesses can better understand marketing strategy tools to generate effective campaigns by
attracting traffic to the Instagram platform through a game-like strategy. The following procedure may
result in developing a marketing strategy process that can assist the company to move in a more strategic
and practical direction. In addition, the AIDA Model approach is employed in this case.

ACKNOWLEDGMENTS

The author would like to acknowledge the College of Creative Arts, Universiti Teknologi MARA, Shah
Alam, Selangor, Malaysia for providing support in completing this study.

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