Reels to Revenue: Leveraging Instagram for Brand Engagement Among Generation Z Fashion Consumers in Uva Province, Sri Lanka

Abstract

In the digital era, social media platform such as Instagram have changed the way of marketing and one of the best ways of engaging brands is through Instagram Reels, especially among the generation Z consumers. Investigating the influence of Instagram Reels in the brand engagement of the fashion industry within Uva Province, Sri Lanka by surveying how particular Reels attributes (figurative language use, interactivity appeal, audio-visual presence, and time duration of reels) contribute to the cognitive, emotional, and behavioral engagement of Generation Z consumers. This research aims to fill the gap in the field of short-form video marketing by quantitative, cross-sectional research method. Data were collected using self-administered questionnaire from 384 respondents, who were selected through convenience sampling method. Statistical analysis, such as descriptive statistics, correlation, and multiple regression were done using SPSS to find answers for the research questions and test hypotheses. It was found that figurative language, interactivity appeal and audio-visual presence has a significant impact on brand engagement, whereas shorter-duration Reels are more efficient in terms of attracting attention. The research emphasizes the role played by culturally pertinent and engaging visual content in cultivating closer bonding with Generation Z consumers. Such observations can be translated into several practical suggestions that fashion marketers should consider to ensure the provision of Instagram Reels as a means of brand promotion to achieve higher rates of activation and loyalty in the Sri Lankan digital business environment.