Hijab Fantasy on Instagram: Community Fantasy Theme for Vanilla Hijab Brand
Abstract
In the contemporary era, the hijab is no longer exclusively associated with a specific demographic. Its meaning has evolved and is now widely accepted within the community. While the hijab is a mandatory practice for Muslim women, it has also become a fashion statement. The growing acceptance of hijab has led to the emergence of local hijab brands. This article examines the use of social media, particularly Instagram, to examine communication between groups of hijab users, focusing on customers of a particular brand of hijab, namely Vanilla Hijab. Observing this group behavior used fantasy, emphasizing how individuals achieve a shared reality through communication. Individuals in the group conducted shared reality-seeing behavior among individuals guided by stories that reflect how reality is confirmed. The reinforcement of shared reality is repeated through personal, group, or community achievements and takes the form of stories or tales. In examining the theme of hijab customer group fantasy, the researcher employed a qualitative case study research method by conducting interviews with female Vanila Hijab customers. Producers use Instagram social media not only to inform the public about Vanilla Hijab's activities and introduce its products but also to build community involvement and receive input from a segmented audience. The findings indicate that group members added numerous fantasy themes to maintain group communication and foster group culture.
Full Text:
PDFReferences
Agung, N. A., & Darma, G. S. (2019). Opportunities and Challenges of Instagram Algorithm in Improving Competitive Advantage. International Journal of Innovative Science and Research Technology.
Akram, W., & Kumar, R. (2018). A Study on Positive and Negative Effects of Social Media on Society. International Journal of Computer Sciences and Engineering.
Alassani, R., & Göretz, J. (2019). Product Placements by Micro and Macro Influencers on Instagram. Marketing Communication.
Almohaimmeed, B. A. (2019). The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective. Journal of Business and Retail Management Research.
Baulch, E., & Pramiyanti, A. (2018). Hijabers on Instagram: Using Visual Social Media to Construct the Ideal Muslim Woman. Social Media & Society.
Cao, D., Meadows, M., Wong, D., & Xia, S. (2019). Understanding Consumers’ Social Media Engagement Behaviour: An Examination of The Moderation Effect of Social Media Context. Journal of Business Research.
Cheng, X., Fu, S., & Jan de Vreede, G. (2017). Understanding Trust Influencing Factors in Social Media Communication: A Qualitative Study. International Journal of Information Management.
Hermanda, A., Sumarwan, U., & Tinaprilla, N. (2019). The Effect of Social Media Influencer on Brand Image, Self Concept, and Purcase Intention. Journal of Consumer Sciences.
Hunt, M., Marx, R., Lipson, C., & Young, J. (2018). No More FOMO: Limiting Social Media Decreases Loneliness and Depression. Journal of Social and Clinical Psychology.
Jiang, S., & Ngien, A. (2020). The Effects of Instagram Use, Social Comparison, and Self-Esteem on Social Anxiety: A Survey Study in Singapore. Social Media and Society.
Kietzmann, J., Hermkenz, K., McCharty, I. P., & Silvestre, B. (2011). Social Media? Get Serious! Understanding The Functional Building Blocks of Social Media.
Kong, H. M., Witmaier, A., & Ko, E. (2020). Sustainability and Social Media Communication: How Consumers Respond to Marketing Efforts of Luxury and Non-Luxury Fashion Brand. Journal of Business Research.
kumparan. (2020, Oktober 28). kumparanwoman. Retrieved from kumparan.com: https://kumparan.com/kumparanwoman/belajar-dari-ceo-vanilla-hijab-cara-mulai-bisnis-fashion-dengan-modal-kecil-1uTjF96VapG
Littlejohn, S., Foss, K., & Oetzel, J. (2017). Theories of Human Communication. Illinois: Waveland Press, Inc.
Rakhmat, J. (1994). Psikologi Komunikasi. Bandung: PT Remaja.
Rieger, D., & Klimmt, C. (2018). The Daily Dose of Digital Inspiration : A Multi Method Exploration of Meaningful Communication in Social Media. New Media & Society.
Soedarsono, D. K., Mohamad, B., Adamu, A. A., & Pradita, K. A. (2020). Managing Digital Marketing Communication of Coffee Shop Using Instagram. International Journal of Interactive Mobile Technologies.
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta .
Tiggermann, M., & Anderberg, I. (2019). Social Media Is Not Real : The Effect of 'Instagram VS Reality' Image on Women Social Comparison and Body Image. New Media and Society.
Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing Through Instagram Influencers: The Impact of Number of Followers and Product Divergence on Brand Attitude. The Review of Marketing Communications.
woman, k. (2019, Juni 2). kumparanwoman. Retrieved from kumparan.com: https://kumparan.com/kumparanwoman/cerita-atina-vanilla-hijab-yang-sukses-berbisnis-dari-usia-19-tahun-1rCIRO0Rfvy/3
Zanin, A., Hoelscher, C., & Kramer, M. (2016). Extending Symbolic Convergence Theory: A Shared Identity Perspective of a Team’s Culture. Small Group Research .
DOI: https://doi.org/10.25008/jkiski.v9i1.949
Article Metrics:
Abstract Views - 152
PDF Downloads - 51
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Amelia Ramadhani
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia (P-ISSN : 2548-8740, E-ISSN : 2503-0795)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Editorial Secretariat:
Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia (JKISKI)
Gedung Dewan Pers 5th Floors, Jl. Kebon Sirih 32-34 Jakarta 10110 - Indonesia
Contact Person : Prof. Dr. Rajab Ritonga, M.Si
Email : rajab.r@lspr.edu