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KnE Social Sciences
Instagram is one of the most popular social media among young people. Indeed, Instagram not only used as social media but also a marketing tool for local fashion brands. There are various phenomena of Instagram marketing, yet there is still a lack of explanation of why the phenomena happened. Therefore, to propose an active social media marketing in Instagram for local fashion brands, identification of consumer engagement in social media is necessary. The objective of this research is todoi:10.18502/kss.v4i6.6618 fatcat:36yxnvpjzfeurhibn3bas7zi7a