Analysis of Audience Engagement with Lafiye’s Digital Marketing Narratives in Shaping Personalization and Product Meaning-Making

Abstract

This study examines audience engagement with Lafiye’s digital marketing narratives from a media audience perspective. Social media has become an important space where fashion brands communicate their identity, while audiences actively interpret, negotiate, and relate media content to their personal experiences. This research focuses on how Lafiye’s audiences engage with Instagram and TikTok content, how they interpret the brand’s visual and marketing narratives, and how these interpretations contribute to personal style articulation, product meaning-making, and purchasing practices. Using a qualitative methodology, this study collected data through semi-structured and conversational interviews, digital observation, and documentation. The findings show that audience engagement with Lafiye’s digital marketing narratives mostly occurs through observational media consumption, where audiences view, compare, and interpret content without always participating through visible digital interactions. The study also finds that Lafiye’s media content functions as a reference for styling inspiration, brand perception, and consumer decision-making. Therefore, audience engagement in this study is understood as an interpretive process in which media exposure, affective response, brand meaning, and consumption practices are connected.