The exploration and effectiveness of Instagram reels in capturing the attention of consumers within the haute fashion industry Assignment

CHAPTER ONE: Introduction Of The exploration and effectiveness of Instagram reels in capturing the attention of consumers within the haute fashion industry

1.1 Research Background

Within this present environment, the competition is very high and to be successful companies must be capable of using social media so that they can attract and influence customers. Regarding the current competitive environment, the use of social media is very trending. Hence, it is very necessary for haute couture enterprises they effectively comply with the various social media channels so that the overall customers can be attracted (Shukri and Mustaffa, 2023). With regards to social media, compliance with Instagram reels is very trending. The reason behind this fact is that Instagram is an application that includes social communication among people. Hence, as a result, overall compliance with the Instagram reels will help the company attract more customers. When the companies post the Instagram reels from their Instagram account handles then it will divert the interest of the customers and they will be motivated to buy the products and services of the company.

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For haute fashion companies, it is essential that they effectively follow Instagram reels so that they can attract customers to a great extent. When the company is actively performing on the Instagram account then it will be diverting the interest of the people. The potential customers will become the actual customers of the company and as a result of this, the overall working and profitability of the business will increase. Hence, it is mandatory for the haute fashion industry they effectively follow them so that they are in a position to attract the interest of the consumers and try to increase profitability and sales. The present study is based on how the fashion industry will help the companies dealing in this industry to know the importance of Instagram reels (Ji, 2023). This will help the fashion industry to effectively analyse the significance of using Instagram reels and how it attracts the customer and their interest towards the company. Moreover, it will also help the haute fashion companies in effectively using the ways through which Instagram reels can generate several customers and increase the business's overall profitability. In addition to this, it will also evaluate the possible positive and negative outcomes of Instagram over the level of attention of the customer. Thus, the overall study will outline how the haute fashion industry can make use of the haute fashion industry.

1.2 Aim and Objectives

Aim

To assess the influence of Instagram reels in capturing the attention of consumers. A study on the haute fashion industry.

Objectives

• To develop an understanding relating to social media marketing and the theories relating to Instagram marketing.
• To identify ways in which Instagram reels help businesses grab the attention of consumers.
• To examine the outcome of Instagram reels on the level of attention of consumers.
• To recommend ways of improving the use of Instagram reels to attract consumers.

Research question

1. What is the concept of social media marketing and the importance of Instagram marketing within it?
2. In what ways can Instagram reels attract the attention of consumers?
3. What are the positive and negative effects of Instagram reels on the mindset of consumers?
4. What are the various recommendations that can enhance the use of Instagram for marketing?

Research gap question

1. What role does Instagram reel plays in capturing the attention of consumers?

1.3 Research Significance

In the current competitive environment, the use of social media is very trending. Already the competition is intense and for the small companies to beat the bigger companies they must provide effective services and products to the customers then only they will like it (Liang and Wolfe, 2022). There are lot many big companies and due to this high competition, it is very difficult for haute couture to operate successfully. The significance of the current research topic is for Haute couture as it will help them evaluate the role of Instagram reels in affecting the customer decision-making process (Anderson, 2020). Concerning the current competitive and technologically upgraded environment it is clear that a lot of different social media platforms are used like Facebook, Twitter, digital marketing through SEO, and SCM. In addition to this major focus is emphasized on the Instagram reels by the consumers. Customers are majorly affected by the Instagram reels while deciding whether to buy or not buy the product (Elias et al, 2022). Thus, the current study will help haute couture in evaluating the importance of Instagram reels while attracting the majority of customers. When the social media marketing of the haute couture enterprises will be complying with the Instagram reels then it will attract more customers and as a result, overall competition will be faced effectively. Along with this, the current research is also of significance to the other companies who are also planning to use Instagram reels to attract customers. It is due to the reason that when Instagram reels are used by the company then it will help the business attract more customers and ultimately overall profitability will increase. Moreover, the current study is also of significance for the other researchers who are conducting the study on similar kinds of topics.

1.4 Research Rationale

Within this highly competitive environment, the companies are many and customers are very confused as to which company they must select. It is due to the reason that the companies provide similar kinds of things and as a result of this customers are confused about which brand they have to select. Particularly within the fashion industry, there are many different kinds of fashion retailers and it is very confusing for the consumer to select which kind of retailer to buy the products and services (Elvina, Gushevinalti and Widiastuti, 2024). Hence, the current study will help in evaluating the importance of Instagram reels and how they assist in capturing the attention and interest of the consumer. Currently, compliance with the use of social media is very trending and people blindly follow the trends prevailing within the social media platform. It is due to the reason that the use of social media has increased and all the things which are trending over social media are influencing the customers to buy that product. Thus, the rationale for selecting the current study topic is that it will help the Haute couture understand the importance of using Instagram reels to attract the interest of consumers. Moreover, it will also help haute couture companies in facing the competition with larger companies and will assist in gaining a competitive position within the market. Along with this study is also selected as it is of personal and academic interest to the researcher. They wanted to explore the current research topic and understand how Instagram reels influence the choices of the customers and the purchasing decisions of the consumer.

Purpose of the research

The purpose of the current research is to evaluate how Instagram reels are used to grab the attention of customers. The current environment is very competitive and it is very necessary for the companies to effectively make use of the latest promotional techniques so that the customers can be attracted towards the business. Hence, the purpose of the study is to evaluate the importance and use of Instagram reels in grabbing the attention of customers.

Problem statement

The problem or the issue that the current research will identify is how Instagram can be used by the company in analysing the ways to attract customers and increase the sales of the business. Currently, the use of Instagram is increasing and it affects the attention and purchase decisions of the company to a great extent. The competition is intense and it is difficult for haute couture companies to attract the consumer. Thus, the current study will assist the researcher in analysing this problem and it will help the company in understanding that consumers are influenced by the use of Instagram reels to a great extent.

1.5 Dissertation Structure

Chapter One: Introduction

The initiation of any dissertation starts with chapter one which is the introduction. It is a chapter which clearly outlines the stated aim and objective for which the current study is working. In addition to this, an analysis and evaluation of the significance of the current research topic and the reason for selecting the topic of research is also included in this chapter. At last, the whole structure of the dissertation is listed including all the five different chapters and a brief overview of all these chapters is also included.

Chapter Two: Literature Review

The literature review is another section which comes after the introduction chapter. It is a chapter which includes the evaluation of past studies and the work of other authors and Scholars relating to the topic of the research. It includes developing in-depth knowledge relating to the research topic so that the current study can be conducted easily and effectively.

Chapter Three: Research Methods

The next chapter is the research methodology within which all the methods to be used within the study are listed and evaluated. For conducting any of the study there are many different kinds of methods that can be used by the researcher. This chapter of the dissertation includes the analysis of the different methods of research and the rationally for selecting the particular method will be selected.

Chapter Four: Data Analysis and Findings

Along with this, the next chapter includes the analysis of the data and the findings section. It is a particular chapter which deals with the evaluation of the data and synthesizing all the findings from it. For the successful working of the study, the data must be evaluated effectively and appropriately. When the appropriate evaluation of the data will take place then automatically objectives will be attained well. Hence, this chapter outlines the evaluation of the collected data so that the overall work can be improved.

Chapter Five: Conclusion and Recommendation

At last comes the conclusion and recommendation chapter which includes the overall summary of the whole study and the brief data relating to the fact that whether the objectives have been accomplished or not. In addition to the conclusion, it will also outline the recommendations for improving the study in future and relating to the topic of the research as well. Different recommendations concerning the current topic are provided so that in future the study can be improved well.

CHAPTER TWO: Literature Review

2.1 Introduction

A literature review is defined as the evaluation of the data used from past studies so that the current research topic can be evaluated. For the analysis of any of the topics, it is very necessary that the previous studies and the related aspects after followed so that great in-depth theoretical knowledge can be analysed. The reason behind the fact is that when the previous studies are analysed and evaluated then it is easier for the researcher to conduct the current study (Menon, 2022). All the theoretical knowledge relating to the research topic which is the impact of Instagram reels on the haute fashion industry will be improved. Thus, it will help the researcher in analysing the topic of the research in detail and as a result of this, the overall working of the study will be improved. The aim and objectives of the study will be attained easily and effectively with the data relating to the previous studies.

2.2. Understanding social media marketing and theories relating to Instagram usage

In the views of Pathak and Kaushik, (2024), compliance with social media marketing is increasing to a great extent. All the companies present within the corporate culture follow the use of different social media platforms for marketing their product and services. Out of all the compliance with the Instagram reels is very beneficial for the company to get successful. It is due to the reason that when the appropriate Instagram reels are followed by the company and the customers then it is much easier for them to interact with one another. The reason underlying is that it is easier for customers to communicate on social media platforms only the Instagram. Moreover, the companies also open the account on the Instagram handle and it is much easier for them to effectively handle the account. To attract the customer and their interest towards the company the compliance with Instagram and its reels consumer, come to know about the company and their product and services offered. It will improve the overall efficiency of the business and ultimately working capability will be improved (Castillo-Abdul, Ortega Fernandez and Romero-Rodriguez, 2024).

In addition to this Maksimova and Savolainen, (2021) for the haute fashion industry, effective and appropriate use of Instagram reels must be beneficial for the successful working and operations of the company. This is majorly due to the reason that when the overall use of social media is implemented then automatically the working position of the company will increase (Breda, 2022). Hence, as a result of this, the overall working of the business will be improved. For haute fashion retailers, it is very necessary that they effectively comply with the Instagram reels so that the overall working can be improved. When the big fashion brands focus on effective Instagram and other social media marketing then it will improve the overall working capability. Also, when effective and appropriate strategies are followed then it will improve the marketing position of the company. When the big brands comply with using social media then it will assist the business in managing and attracting the consumers. Moreover, when the appropriate strategy is used then automatically it will grab the interest of the consumers and overall they will be interested in buying the branded products. On the other side Van Houtte, (2021) argued that the major drawback of not using Instagram is the lack of market share. It is particularly because of the reason that when the appropriate Instagram reels will not be used then consumers will not be attracted towards the company. Thus, as a result of this, the overall efficiency of the business is impacted and it will be affecting the overall effectiveness of the business.

On the other hand, Sánchez Zaragozá, (2022) criticized that many times there are situations wherein the competition is very high and for this, the overall strategy must be formulated easily. The reason underlying the fact is that competition is many and to beat the competition appropriate Instagram reels must be prepared by the company (Santos et al, 2023). The bigger brands must make use of effective Instagram reels so that the overall work can be done well and effective improvement can be made well. For managing and facing the competition well it is mandatory for the companies that they effectively try to manage and maintain the working of the business to a great extent. Compliance with effective Instagram reels will assist the companies in managing the market share and will be in a position to grab the attention of the consumers. The reason underlying the fact is that when the effective use of Instagram reels is made then consumers will be made aware of the new launches and other offers provided by the companies. Thus, it will assist the company in attracting more consumers so that the overall efficiency of the business can be improved. Against this Corry Al’qur’ani and Rizqi, (2022) stated that when the company majorly focuses on Instagram reels then it can increase the cost. The reason behind this fact is that when more and more Instagram reels and promotions are used by businesses it increases the cost of the company. Hence, to mitigate the competitive forces as well the cost of the company increases.

To make the business run successfully the appropriate and effective inattention theory must be implemented by the businesses dealing in the haute fashion industry. The rational inattention theory assumes that the agent is not in the position to process all the available information and they choose from the exact pieces which are available. Hence, the company must focus on the working of the Instagram reels so that the focus can be evaluated. In case it is not implemented then the consumer will be attentive towards the working of the business it will improve the overall efficiency and as a result of this, more consumers will have knowledge relating to the products and services offered by the company. In the views of Agarwal and Jaiwant, (2023) the company must connect with the consumers emotionally and psychologically. It is due to the reason that when there is emotional connection then consumers will be attracted more towards using the product and services of the bigger brands. Thus, for this, the companies in the haute fashion industry majorly work on focused attention (Menon, 2022). This focused attention is defined as attention which majorly focuses on a single stimulus only (Lisa, 2022). Within this, the company tries to attract consumers’ attention based on a single stimulus that is a single factor only. This is particularly beneficial because when the company includes a single factor within the Instagram reels then it will improve the attention and interest of the consumers towards the companies (Zuharah and Tunggali, 2022). Within the Haute fashion industry, all the premium fashion brands like Chanel, Gucci, Armani and others are included and for their successful working it is necessary that effective Instagram marketing is used. Already the prices of the premium brands are very high and to be successful the appropriate and effective stimuli must be included so that the interest of the consumer can be grabbed. On the other hand, Nguyen and Mogaji, (2022) argued that grabbing the attention of the consumers is very necessary and beneficial for the company to be successful. The reason underlying the fact is that when the consumer will be attentively looking at the reels and other media platforms then it will be assistive to the business in managing the work well. The consumers will not have proper knowledge and interest in the working and products and services of the company. When the Instagram reels are prepared effectively by the companies then it will attract the interest of the consumers. The reason underlying the fact is that when the reels are prepared by keeping in mind the interest areas of consumers then it will increase the interest of the consumer to a great extent. Thus, it is very necessary for companies they effectively follow the latest trends and requirements so that the overall work can be improved. Moreover, the company must manage the work well so that the general aim of the company can be improved.

In addition to this, Velasco-Molpeceres et al, (2022) stated that when the theory of attention is compiled by the businesses then it will affect the overall efficiency of the business. It is for this reason that the theories of attention guide the company to manage the work and attract more consumers effectively. It is due to the reason that when effective working is done then it will improve the overall efficiency of the business and as a result of this the profitability of the company is improved and an effective competitive position can be attained well. In addition to this Jiménez, (2022) also stated that with the effective attention theory, it is very necessary for the companies to effectively work on how to take haute couture theories as well. Haute couture is defined as a clothing type which is specifically done for a particular customer by taking into account the body structure and proportions (Corry Al’qur’ani and Rizqi, 2022). It can also be stated as the high dressmaking which does not take into consideration the budget and is irrelevant to the designing of the clothes (Sharma, Sanghvi and Churi, 2022). Hence, the appropriate theories of haute couture must be utilised so that the appropriate products can be created and customers are happy and satisfied (Van Houtte, 2021). The most important theory which is applied during the working of haute couture includes a focus on creativity and innovation. Creativity and innovation is a theory which emphasises the development of something new within the workplace. There are many changes in the external environment and the trends and it is the responsibility of the company that these changes must be included within the work with the help of innovation and creativity. Within the fashion industry complying with creativity and innovation is the most important theory which needs to be applied by companies dealing in haute couture. In case the appropriate creativity and innovation are not present then it will affect the overall working capability of the business. The customers will not be attracted towards the products and services of the business and ultimately profitability will be affected to a great extent (Menon, 2022). Thus, it is mandatory for companies dealing in haute couture they effectively try to implement the appropriate innovation and creativity into the business so that more and more customers are attracted towards it.

Against this, Castillo-Abdul, Ortega Fernandez and Romero-Rodriguez, (2024) argued that another drawback of using the innovation and creativity theory is the fact that it includes a lot of cost and effort to be implemented. The reason behind this fact is that when innovation needs to be brought then a lot of market research needs to be conducted and as a result of this it will result in an increase in cost for the company. Also to bring some innovation or creativity it is necessary for the company to effectively compare the performance with the competitors as well. Hence, all these steps of bringing innovation and creativity require effort and is a time-consuming process.

Against this Checcaglini, (2023) criticized that when the appropriate theories are implemented by the business then it automatically provides a base to develop good products and services which will attract customers. It is particularly due to the reason that when the appropriate innovation and creativity are applied then it will attract more of the customers and ultimately the sales of the business will increase. Hence, to be successful it is very necessary that along with the Instagram reels the companies also focus on how the haute couture theories are implemented so that it will attract more customers. When the appropriate and effective theories are implemented then automatically it increases the working capability and as a result of this, the overall working is improved.

2.3 Ways of using Instagram reels to divert the attention of customers

According to the views of Kalaja, (2023) following the Instagram reels in different ways is very necessary for making different companies successful. It is particularly because of the reason that the customers might not prefer to use high-quality products and as a result of this the performance of the company can be affected. Hence, it is mandatory for haute couture companies to effectively comply with the different ways of using Instagram reels so that the overall working can be improved (Calder-Dawe, et al, 2024). The most common way to use the Instagram reels is to follow the templates readily available on Instagram. There are many different kinds of templates available on Instagram which can be used by the company to attract customers. With these pre-determined templates, it is easier for the company to effectively design and attract many people (Cláudia Bueno-Fernandes and Campos-Pellanda, 2022). Also, the consumers will be attracted towards the company because they are using different kinds of templates which will attract attention towards the products and services offered by the company.

On the other hand, Zaka and Al Juboori, (2023) criticized that complying with the influencer collaboration for making the Instagram reels will be a better option for attracting customers and grabbing their attention. It is particularly because of the reason that when the big influencers will be used within the Instagram reels then it will be directing the interest of the customers towards the company (Maspul, 2021). It is particularly because of the reason that when the appropriate influences are used then it will grab the interest of the customers and they will be motivated to buy the product or service of the company. The reason behind this fact is that the customers will know that the influencers are using the product and services of the company and as a result of this the overall working will be improved. Hence, when effective influencer collaboration is done then it will increase the reach of brand on the Instagram (Koinig, 2022). Partnership with the influencers will increase the followers of the company and automatically more of the customers will be attracted towards the company and its product (Gwiaździński and Olejniczak, 2023). Thus, it will help align the target audience according to the products and services of the company (Semenzin, 2022). In addition to this, when the influencer collaboration and partnership is done then it will increase the trust and loyalty of customers towards the company (ŞİŞMAN and BİLGİCİ, 2023). The customers will trust the brand as they are using the latest influencers and it will help the company connect with the customers emotionally. The reason the fact is that when the favourite person of the customer is attached to a particular brand then automatically it will motivate them to get connected with the company and will help the business increase the brand value and the profitability as well.

Concerning the work of Kochhar, (2021) the drawback of using the influencer theory is that the charges of the influencer coming within the Instagram reel are very high. This results in an increase in the overall cost and as a result of this, the efficiency of the company is affected. The company is having a lot of expenses due to influencer collaboration within Instagram. Even though the profitability might increase the cost of the company will increase which can affect the overall working capability.

In addition to this Nitichakorn and Thongphumprueaksa, (2021) also stated that when they comply with the effective Instagram reels then they must focus on the implementation of the transitions and doing experiments with it. The reason behind the fact is that there are many different transitions which can be added within the Instagram reels. It is very necessary for the haute couture companies they effectively apply the implications of every transition and must include the most appropriate transitions so that overall working can be improved (Şahi̇n, 2023). It is particularly due to the reason that these transitions and effects make the reel more attractive and as a result of this more and more customers will be attracted towards it (Navarro, Ganapathy and Raynauld, 2023). Hence, it is mandatory for haute couture companies like Gucci, Armani, Chanel and many other different brands to effectively use different transitions and effects so that the reel can be created more innovatively and creatively. When effective innovation and creativity are shown within the transitions and effects then it attracts more customers and accordingly, the competitive position will increase. The company will be in a position to face the competition effectively and overall sales of the business will increase. Thus, ultimately it can be stated that when the impact of transitions and effects are shown within the Instagram reels then it will attract the interest of the customers and automatically purchase decision will be in favour of the company (Battisti and Dalvit, 2023). The customers will be attracted towards buying the products provided by the haute couture companies and try to implement them within the working. Also, it will result in increasing the profitability and the competitive position within the market. Ultimately brand image will be improved and the overall efficiency of the business will be enhanced which will help the company in future development. Further, with the use of transitions, the major benefit enjoyed by the company is that they can create different kinds of reels with different effects. It will be looking creative and innovative and will be attracting more of the customers which will increase the sales of the business. On the other hand, one of the drawbacks of using different transitions is that it will require a lot of research to be done relating to the different transitions upcoming. It is due to the reason that there are a lot of transitions which continuously take place and it is the responsibility of the company to look into it. In case these transitions are of use and they are included within the use of Instagram.

On a contradictory note Maksimova and Savolainen, (2021) argued that using hashtags is another way of making use of Instagram reels to improve the attention and interest of the customers within the company and its product. With the haute couture companies that are premium brands, the companies must focus on effectively using the latest trends. Within Instagram, reels are complied with different hashtags and s that are very trending it is also necessary for the haute couture they effectively make use of hashtags so that the overall working of the company is improved and more and more customers are attracted towards it. The reason behind the fact is that when effective hashtags are used then it will be easier for the person to remember the company. It is due to the reason that within the modern generation compliance with the slaying language is very common (Liselot, 2022).

(Source: Hashtags for #armani. 2024)

The above chart explains that Armani makes 119 posts per hour using the theory of hashtags. Thus, it is very helpful to the company in managing the work well and trying to improve the work. Along with this, it is also very essential for Armani to effectively comply with using the hashtags as it will motivate the consumers to buy the product and services easily. With the use of hashtags, the average number of likes per post is 39 as it attracts more consumers when they see the different hashtags. Along with this till now the total number of posts that Armani has made using the hashtags is 10395296.

The drawback of complying with the hashtag theory is that in case the hashtags created have some words which can hurt the sentiments and feelings of the customers then it will create a negative impact on the working capability of the company. Hence, it is very necessary for the business to effectively try to manage and use the appropriate hashtags words so that it does not affect the working of the company.

Thus, when the haute couture companies will be effectively complying with the hashtags and slang words then it will be attracting customers to a great extent. Already the competition within the market is intense and when how the course companies follow the latest trends of including the within the cakes then it will be easier for them to effectively attract more customers (Liang and Wolfe, 2022). Along with this, it is also very necessary for the company to effectively follow the supply chain within the company from outside only (Elias et al, 2022). It is the reason that when the company enters into the business then it affects the work to a great extent and the employees are not in a position to effectively learn or implement the work (Elvina, Gushevinalti and Widiastuti, 2024). Hence, it is mandatory for companies to effectively comply with the latest trends in using hashtags so that the overall development of Instagram will provide a better place for work and increase the brand value.

Along with this Nguyen and Mogaji, (2022) also supported that complying with the effective Instagram reels is very beneficial for the haute couture industry to expand its business. It is particularly because of the reason that this is another way within which Instagram reel can be used effectively for grabbing the attention of the customers while providing effective product tutorials to the consumer. The reason behind this fact is that when the haute couture company provides a tutorial for using the product or the services then it will motivate the consumer to buy the products effectively (Castillo-Abdul, Ortega Fernandez and Romero-Rodriguez, 2024) The reason behind the fact is that when the appropriate tutorial is provided then automatically it increases the use of Instagram reels. Resultantly, it will be effective and improve the overall efficiency of the business. Hence, the haute couture must effectively publicise tutorials on the product and also provide tutorials for using the product. The reason underlying the fact is that many times the product is not easily accessible by the customers. It is because when effective and every work is done by the companies and is provided in the tutorial and video marketing then it will be beneficial in grabbing the interest of more consumers (Breda, 2022). The reason behind the fact is that during the haute couture, these factors were evaluated and out of all 2 to 3 factors are beneficial for effectively doing the marketing. Hence, as a result of this, the overall efficiency is improved and the customer is capable of finding the company at the right place and right position.

According to the views of Cláudia Bueno-Fernandes and Campos-Pellanda, (2022) the benefit of using Instagram tutorials for the customer is that they can easily understand what the company is trying to sell. In addition to this, the companies also share precautionary videos which will assist the customers in knowing how they can keep the clothes safe for a longer period. On the other hand Zuharah and Tunggali, (2022) argued that the major disadvantage of using the Instagram tutorial theory is that many times the language acts as a barrier. The company want to say something with the Instagram reels but the customer understands it in some other way. Resultantly, this can create issues relating to the tutorials and as a result of this the overall work can be impacted and it might be possible that the customer is not able to understand things properly.

2.4 Outcome of making use of Instagram reels on the attention of consumers

Further, the analysis by Jadhav et al, (2024) stated that focusing on attention-based marketing while creating Instagram reels is very necessary. This is because of the reason that when the company focuses on the attention of the consumers then it will help the business in managing the work well (Barratt and Bandera, 2020). It is due to the reason that the company works to satisfy the consumers and in case their attention is focused then it will improve the overall efficiency of the company (Theories of Attention, 2022). The major reason for companies to select attention-based marketing is that it focuses on capturing the attention of the audience so that they are attracted towards the product and services of the company. If case attention of consumers will not be focused then it will be affecting the sales and market position of the company to a great extent (Varadarajan, 2020).

In the views of Andersén, (2022) attention-based marketing is assistive to the company as they can focus on a larger market share. In case the attention will be focused by the company then it will be beneficial for them to effectively work and manage the operational efficiency of the company to a great extent. On the other hand, HASHEM, (2021) argued that when major emphasis is levied on attention-based marketing then it becomes very time-consuming. The reason behind the fact is that not every consumer needs to be attracted by a similar kind of attention.

Along with this Bordalo, Gennaioli and Shleifer, (2020) stated that there are different theories relating to the attention base which can be used by the company to manage the work well. These theories relate to directing the company and how they can grab the attention of the consumers (Chung and Park, 2021). It focuses on different types of attention like the selective attention theory, divided attention, automaticity attention and many other different types of attention theories. These attention theories assist the companies in understanding the requirements of the consumers and then focus on the attention element so that the work can be managed well and consumers can be attracted well (Qiu, Wang and Zhou, 2020).

In the views of Oruç and Aydın, (2022) compliance with the Instagram reels and promotion with help of it is very beneficial for the company. The reason underlying the fact is that when effective and appropriate working is managed on social media platforms then it will be improving the overall working capability of the business. This is due to the reason that compliance with Instagram reels is very beneficial for the company to effectively manage the work and attract more consumers (Santos et al, 2023). Currently, the use of Instagram and other social media platforms is very trending and the majority of the consumers make use of it (Menon, 2022). Thus, when an effective and appropriate strategy is used then automatically it will enhance the overall working capability of the business. With the haute couture, it is mandatory for the companies, to comply with the Instagram reels (Lisa, 2022).

Along with this, Jain et al, (2024) stated that another theory relating to attention is the attention economy theory. This is a theory which refers to the identification or capturing of the limited attention of the person towards a particular aspect. It is very necessary for the company that they must also focus on getting the attention of the consumer so that they are attracted towards the company and the products. With regards to social media compliance with the attention economy was assistive in managing and attracting the attention of the consumers so that they are aware of the product and services of the company.

In the views of Gao et al, (2023) currently majority of people are working actively on social media and when attention needs to be captured then it will assist the business in attracting more consumers. Also, the compliance with attention economy is beneficial for effective branding and consequently is attracts the attention of consumers and profits are increased. Also Asfour, (2024) argued that the drawback of laying more emphasis on the attention economy is that all the people are different and the person doesn't need to be able to decide whether the particular reel or advertisement will be attracting the interest of the consumers or not. Another drawback is that there can be social interaction overload which can affect the working to a great extent.

In support of this Platon, (2023) stated that when companies prefer to use Instagram reels then it will assist the company in increasing the reach and visibility of the brand among consumers. The reason underlying the fact is that when the appropriate reels are prepared then it will increase the interest of the consumers and will be attracted towards buying the product and services of the business. When effective compliance with the Instagram reels is prepared then automatically it will enhance the overall market reach of the company and will improve the overall working capability of the business (Zuharah and Tunggali, 2022). Also, consumers will be attracted towards the company when they see the reels which will motivate them to buy the product and services of the company (Corry Al’qur’ani and Rizqi, 2022). It is due to the reason that when the appropriate and good reels are prepared then it will be beneficial for the company to attract more of the consumers. Resultantly the overall objective is attained and is beneficial for the company to remain competitive in the market (Sharma, Sanghvi and Churi, 2022).

In against this, Yuvarani and Saravanan, (2021) argued that the major drawback of using Instagram reels for promotion and grabbing attention is that the cost of the company increased. The reason underlying the fact is that making the reels and doing a promotion with the help of this is very beneficial and ultimately it will result in an increase in the cost. The company has to conduct a competitor analysis and as a result of this, the overall working is improved (Van Houtte, 2021). The reason underlying the fact is that when the strategies of competitors are evaluated then the cost will be incurred more and ultimately the overall expenses will be increased. Thereafter, when the overall cost will be increased and ultimately it will be affecting the profitability of the company to a great extent (Menon, 2022). Furthermore, an increase in cost is the major drawback of using Instagram reels for the management of the work. Also, the different changes keep on adding to the work and all these need to be implemented into the work (Calder-Dawe et al, 2024). Thus, it also includes the involvement of the higher cost and ultimately it will create the overall impact on the profitability of the business.

In the views of Semenzin, (2022) compliance with attention-based marketing is very necessary. It is due to the reason that when the company focuses on attracting the attention of the consumer then automatically it increases the overall working capability. Thus, it helps the company in engaging the attention of the audience towards the company. When Instagram reels focus on attention-based marketing then it automatically increases the overall working efficiency of the business (Santos et al, 2023). Hence, as it result of this, the overall working capability of the company increases and it helps the company attract more of the customers. Thus, ultimately it will increase the overall working capability of the business and as a result, this market share of the company will increase. On the other hand, the drawback of using activity-based marketing is that it will incur a lot of costs (Castillo-Abdul, Ortega Fernandez and Romero-Rodriguez, 2024). The reason behind this fact is that when the attention of every person is analysed then it will affect the overall working capability. Hence, as a result of this, the overall cost of the company will increase and it will impact the business and its profitability negatively.

On a contradictory note, Sisova, (2023) criticized that when the appropriate use of Instagram reels is implemented for the promotion of the business then brand awareness is increased. The reason underlying the fact is that when the appropriate reels are prepared and promoted then it implies that more and more consumers will be attracted towards the working. It is particularly because of the reason that when the companies within the haute couture will be complying with the Instagram reels then it will help the company in enhancing brand awareness (Cláudia Bueno-Fernandes and Campos-Pellanda, 2022). More and more people will be aware of the company and its products and services, so overall work will be improved. Moreover, it is also very necessary for the company to effectively try to use Instagram so that brand awareness can be improved and a competitive position can be gained (Maspul, 2021). When the company is in the position to effectively increase the interest of the customers within the product and services provided by the company. This is because when anything is trending over Instagram it will be craving the interest of the customers and they will be buying it more and more (Koinig, 2022).

Against this Agam, (2024) argued that while using Instagram reels for the promotion of the haute couture industry another negative impact which can be created is the frequent changes in the needs and requirements of the customers. It is particularly due to the reason that the trends are changing and frequently there are many different changes which continuously take place within the Instagram follower. Thus, according to these changes, the interest of the customers also changes. Hence, the company must monitor all the changes and try to implement them within the working (Gwiaździński and Olejniczak, 2023). Hence, as a result of this, it includes a lot of steps such as making a list of the changes, analysing the relevance of the change and implementing the appropriate change into practice. In case the latest changes are not implemented by the business then it will not be liked by the customers. Thus, it is very necessary for the haute couture companies they effectively comply with all the latest changes and try to implement them as well. Thus, when effective implementation does not take place then it will be affecting the overall efficiency of the business to a great extent.

Along with this Shukri and Mustaffa, (2023) also stated that another positive outcome of complying with the Instagram reels for grabbing the attention or interest is that with the help of this, the company can easily convey the message that they want and it will reach a wider range of customers. The reason behind this fact is that when the company wants to share any kind of information with the customer compliance with the Instagram reels is the best option. With the help of this advertising method, the company can communicate the message they want and every person will listen to it (Semenzin, 2022). Moreover, the Instagram reel is a better option for the grabbing attention and interest of the customers as they will be focusing on the effective promotion of the goods and services among the customers (ŞİŞMAN and BİLGİCİ, 2023). When the company effectively promotes the business with help of the Instagram reels and conveys the messages and objectives of the company then automatically it will grab the attention of the customers. Hence, ultimately it will be assisting the company in overcoming the issues and trying to increase sales of the business so that the overall working can be improved (Şahi̇n, 2023).

2.5 Conclusion

In the end, the literature review section concluded that it includes evaluating the past studies relating to the topic of the research so that in-depth analysis can be undertaken. The current study outlines the use of Instagram reels to grab the attention of customers about the haute fashion industry. The section highlighted that it is very significant to use Instagram reels as it is currently trending and almost every person is using it. It will be helpful to the company in attracting more customers with less amount of effort. The chapter also highlighted that different ways of using Instagram include using hashtags, predesigned templates and others. Moreover, positive outcomes were highlighted which included increasing the reach and visibility of the company and enhancing the brand image and many other different factors. In addition to this, it also stated that an increase in the cost and changes taking place within the trends is another negative outcome which can negatively impact the working of the company to a great extent.

Conceptual framework diagram

With the above conceptual framework, it is clear that for the fashion industry, the use of Instagram is very beneficial. It is because of the reason that it is the current revolution which is trending and also the fashion is an element which is much needed within the society. Thus, when the fashion industry focuses on the latest methods of using Instagram reels then automatically it will be assisting the companies to grab the attention of the consumers.

Interview question

CHAPTER THREE- RESEARCH METHODOLOGY

3.1 Introduction

The research methodology is stated as the way with help of which the researcher outlines all the steps or processes which will be followed for the completion of the research (Limone et al, 2022). There are many different kinds of the ways with help of which the research can be accomplished. Thus, it is necessary for the scholars that they effectively decide on the effective method they will be using to accomplish the aim of the study. This chapter will analyse the types of the methods available and the rationale will also be provided for the selection of the particular methods. There are different types of methods which are available to the researcher for conducting the study. So according to the requirements of the study, the work is managed so that the overall working of the study is improved and resultantly the overall efficiency is increased.

3.2 Research Type

For accomplishing the study, there are many different types of methods which can be used. To conduct the study there are many different types of ways that can be utilised by the researcher and by using them the researcher can attain any type of the study. This type of research provides the whole outline of the study and it lists out all the strategies and steps that are necessary for the successful completion of the study. There are three different types of research methods which the scholar can use to accomplish the study. It includes qualitative, quantitative and mixed types of research. The qualitative is the one which includes the undertaking only the non-numeric information like the beliefs, values, attitudes and other aspects relating to the topic of research (Royo-Vela and Varga, 2022). On the other side, the quantitative is the one which focuses only on undertaking the numeric facts and figures relating to the research topic (Rice, 2023). Against this, the mixed method includes the combination of both the qualitative and the quantitative methods (Dehalwar and Sharma, 2023). All these are the different types of methods of research which the researcher can use to accomplish the study well.

For the analysis of the impact of Instagram reels on the capturing of the attention of consumers, the use of qualitative study is implemented. The reason underlying the fact is that when effective qualitative information is used then it will be assistive to the scholar in analysing the impact of the Instagram reels for the evaluation of the consumer retention (Lê and Schmid, 2022). The topic of the research is based on qualitative analysis and because of this, it will be easier for the researcher to go with the qualitative data only. It will be easier for the researcher to undertake the use of qualitative information and try to accomplish the objectives of the study well. There are different types of aspects relating to the Instagram reels and different methods as well. So it is necessary for the researcher to effectively analyse the fact that the Instagram reel will assist the company in analysing how the consumer can be retained. Thus, the qualitative study will assist the researcher in managing the work well and trying to attain the objectives.

3.3 Research Approach

The approach of research may be stated as the procedure which is used by the scholar for accomplishing the whole process of the research (Marx, 2023). The process of the research includes the different steps which are necessary to be followed by the scholar to conclude. There are different types of steps which need to be followed for reaching to the result. So, it is very essential for scholars that they must effectively try to manage their work well so that the objectives can be attained effectively. Inductive and deductive are the two types of approaches which the scholar can use for the successful working of the business. The inductive approach initiates with data and observation and uses patterns to develop the theory (McGill et al, 2021). On the other side, the deductive approach focuses on starting with the hypothesis and then testing it with the gathering of data and observations (Haydam and Steenkamp, 2020).

With the help of the inductive study, the scholar in the current study will be able to analyse the impact of Instagram reels on the level of attention of consumers. It is very necessary for the researcher they effectively try to manage the study by setting up the aim and objectives. It is due to the reason that when the aim and objectives are set then accordingly the whole study will be accomplished. In case the clear aims and objectives are set then it will be fostering the working well and the objectives will be accomplished well. Thus, compliance with the inductive study is assistive to the researcher as the objectives will guide the whole process of the research and ultimately the aim will be attained successfully.

3.4 Research Philosophy

Research philosophy may be stated as the associated knowledge, assumptions and beliefs which are followed by the research scholar for conducting the study (Rafsanjani et al, 2022). There are different types of data and information sets available and it is necessary for the researcher to effectively include the appropriate data into the study. To make the study successful it is mandatory for the scholar they effectively try to utilise the available data so that the work can be managed (Köhler, Smith and Bhakoo, 2022). The philosophy of the research includes Interpretivism and positivism. Positivism is a type of philosophy which focuses on the facts and uses scientific methods for analysing and evaluating the data which is expressed in terms of numbers (Pereira et al, 2021). On the contradictory side, Interpretivism is the one which only focuses on subjective information and social context and majorly qualitative information is implemented into the business. Both methods are convenient based on the nature of the study (Hsu, 2020).

In analysing the current study based on the evaluation of the role of Instagram reels in grabbing the attention of consumers towards the working of the company use of interpretivism is implemented. The reason underlying the fact is that when the effective analysis of the existing theories is done then it will be easier for the scholar to analyse the current state of Instagram reels and how it is assistive in stimulating the attention of the consumers (Bhangu, Provost and Caduff, 2023). Thus, compliance with the Interpretivism philosophy is helpful to the researcher in managing and conducting the study well. In case the existing theories and observations are included in the study then it will be much more beneficial for the researcher to accomplish the study well and ultimately the objectives will be attained well.

3.5 Research Design

The research design is referred to as the blueprint of the whole study what process will be followed and how the work needs to be directed so that the objectives of the company are attained well (HR and Aithal, 2022). For the study to be accomplished well an effective design must be followed so that the overall working is improved and the objectives are attained well. In case the design of the research will not be clear then the scholar will not be in a position to accomplish the objectives well. Resultantly the study will not be done appropriately and ultimately the working efficiency is impacted. The most common types of research design include experimental, descriptive and observational (Hendren et al, 2023). The experimental design includes the scientific study which analyses the study by using some scientific method (Panda, Mishra and Behera, 2021). Further, the descriptive study includes the use of different theories and another related aspect which is included for the analysis of the research topic (Rajasinghe, 2020). Thereafter, the observational study is the one which completely focuses on observing the elements and then including them in the study so that the objectives of the study can be attained well.

For the analysis of the current study based on evaluating the role of Instagram reels in grabbing attention of the consumers the use of descriptive design is focused on by the scholar. It is particularly used by the researcher as it is more suitable in the case of qualitative study. Thus, for the successful completion of the current project, the use of descriptive design is much more effective and helpful to the researcher as it will be assistive in analysing the topic of the research in detail.

3.6 Data Collection

Data collected is defined as the critical stage for the success of the whole thesis (Limone et al, 2022). It is particularly because of the reason that when the effective data will be used then automatically the overall working will be increased. When the appropriate data is used then automatically the overall working capability will be improved and the objectives will be attained well. Moreover, if the data source is not appropriate then automatically the whole study is affected. For the study to be successful, an effective data source must be selected so that the objectives of the study are implemented well. For the collection of the data, two available sources include the primary and secondary sources of the data. The primary source of the data is defined as the source from which the first-hand information is collected (Royo-Vela and Varga, 2022). On the other hand, the secondary source of information is the one which includes collecting second-hand information relating to the topic of the research (Rice, 2023).

For the completion of the current study based on the analysis of the use of Instagram reels to grab the attention of consumers, the use of a combination of primary and secondary sources of data is implemented. It is necessary for the success of the research that the appropriate source is used so that the overall work can be managed and the objectives can be attained well (Vaughn and Jacquez, 2020). Within the primary source, the data is collected by 5 respondents with the help of the interview questions. The personal interview will be taken by the respondents so that the researcher can understand the point of view of the respondents relating to the research topic. This secondary source includes the analysis of the books, journals, articles and other published data relating to the topic of the research. Thus, compliance with the secondary source is assistive to the business in managing the work well and ultimately the overall work will be done effectively. Further, the analysis of the existing data is assistive to the researcher in gaining the work well and trying to improve the efficiency of the study (Lê and Schmid, 2022). The benefit of selecting a secondary source for collecting the data is that scholars will get a wide variety of data relating to the topic of research and ultimately the objectives of the study will be attained.

3.7 Sampling

The sample is referred to as the selection of some people from the whole population from which the data will be collected (Dehalwar and Sharma, 2023). For conducting the study, the whole population can't be selected as a sample. Thus, as a result of this researcher tried to select some of the samples. In the current case, some sample is selected from the whole population based on the random sampling method. The random sampling method is defined as the framework which is used by the researcher wherein every participant has an equal chance of getting selected. According to it, 15 samples were selected who will belong to gen Z. They were selected as the sample because they are mostly attracted towards the use of Instagram and other platforms interview from 5 + which belong to the category of Zen Z. these people will be contacted with the help of the email and will be located within the local streets.

3.8 Data Analysis

Analysis of the data is defined as the evaluating the collected data so that the intended aim can be attained well (Marx, 2023). Only the collection of the data is not enough rather the researcher must analyse the collected data so that the overall efficiency can be improved. Analysing the data is the only basis with help which the research can be accomplished. In case the data is not evaluated well then the overall study will be affected. The data can be analysed using two different methods thematic analysis and the use of SPSS. The SPSS is defined as a tool which includes using statistical functions applied to the data and tries to attain the objectives of the study (Haydam and Steenkamp, 2020). On the other side, the thematic analysis is the one in which different themes are created and accordingly, the analysis is done (Williams, 2021). The selection of any of the analysis methods is always dependent on the type of the study. The current study on analysing the impact of Instagram reels on the attention of consumers is qualitative and due to this, the data analysis method is the thematic analysis. The thematic analysis is incorporated by the scholar because here the objectives of the study will be converted into different themes and then according to the secondary data the findings will be related to the haute couture. Also, the use of the thematic analysis is beneficial for the researcher because it includes the theoretical aspects only and as a result of this, the whole study is improved (Lê and Schmid, 2022).

3.9 Ethical Consideration

Ethical consideration is defined as the different principles and guidelines which need to be followed by the researcher while conducting the study (Vaughn and Jacquez, 2020). To make the study successful and to attain the objectives effectively the appropriate ethical aspects must be followed. The benefit of ethics is that in case the ethics are not followed in the study then the study will not be appropriate and the outcome will not be liked by the people. Another benefit of following ethical considerations is that it will guide the researcher in accomplishing the work better. Along with this, another benefit is that the overall objective will be attained well (Strijker, Bosworth and Bouter, 2020). Thus, it is necessary for scholars they collect the data from copyright sources and articles only. This copyright ensures that the data taken is authentic and is assistive in extending the study well. Moreover, the appropriate references and citations are also provided in the work which ensures that credit is given to the websites and the sources from which the data is taken. Confidentiality is defined as keeping all the information safe and secure so that it cannot be used for some other purpose (Akbarovna, 2023). Thereafter, the benefit of maintaining confidentiality is that it ensures that all the irrelevant aspects are not used and in case some personal data is used then the confidentiality of the data is also maintained. Another benefit is that many times some personal information is used and the researcher must maintain confidentiality and must ensure that the privacy is maintained effectively. Moreover, another ethical aspect considered in the current study was that the results are appropriately communicated to the intended audience. No change is implemented into the results and they are communicated with the audience so that the actual results of the research are communicated well. In case any change will be made in the results then it will not be good and ethical.

3.10 Research Limitation

During the study, there are many different types of limitations as well which the researcher has to face. It is due to the reason that the study is conducted externally and there are many different changes which can take place. Thus, it can affect the research and create some limitations to it. The most common limitation which the researcher faced while analysing the impact of Instagram reels on the buyer's attention is the limitation relating to time. The total time provided for the completion of the research was very limited and less. But the researcher with the help of good prioritising skills was able to make a clear priority list (Cui et al, 2023). With the help of this priority list, all the tasks were accomplished on time and the overall study worked well within the provided timeframe. Along with this, another limitation was the selection of the respondent. This was also a major limitation because, at the time of the selection of the respondent, it was very difficult to decide which criteria must be selected for finalising the selection.

3.11 Reliability and Validity

To ensure the success of the study, the whole study must be done reliably and validly. In case the researcher will not take care of the reliability and validity of the study then the outcome might not be appropriate. For the maintenance of the reliability of the present study, all the latest data is used. The data after 2020 is taken into consideration because in case too old data is used then it will affect the authenticity of the data (Strijker, Bosworth and Bouter, 2020). Hence, for this, the effective and all the latest information is used by the researcher. Along with this, to ensure the validity of the study, keyword searching is done. With the help of keyword searching accurate articles and information are searched and used so that all the accurate and relevant data is used and the study is made successfully. Further, for the management of the reliability and validity appropriate credit is given to every source used.

3.12 Conclusion

In the end, it is concluded that deciding the research method is very necessary for the success of the study. The above chapter concluded that the effective methodology needs to be decided so that the appropriate work can be done well. The above chapter concluded that the use of qualitative study was assistive in managing the work well so that the objectives of the study are attained well. Also, the compliance with the secondary data was assistive as the existing information helped manage the study effectively. Also, the thematic analysis was assistive in analysing the collected data and attaining the objectives of the study well.

Justification of theories

CHAPTER FOUR: FINDINGS AND DISCUSSION

4.1 Findings

Theme 1: Instagram is currently trending and widely used

With the views of the majority of the people, it is clear that they have better and more effective knowledge relating to the fact that the use of Instagram is currently trending. It is due to the reason that when the effective trends are followed then automatically it will increase the efficiency of the business to a great extent (Liu, Dzyabura and Mizik, 2020). The reason underlying the fact is that the use of the latest trend will assist the company in managing and improving the working well and will assist in buying the working well. Most of the participants stated that it is particularly used as a medium of communication and to remain updated with all the changes taking place in the external environment. By referring to the pattern recognition theory it is clear that currently majority of people are following the use of Instagram and accordingly the working is improved. Moreover, the attention theory is also necessary for the success of the company and crucial in managing the work.

Theme 2: Use of Instagram

With the examination of the interview transcript, it is clear that the people within Gen Z mostly make use of Instagram reels. It is due to the reason that when effective Instagram use is undertaken then it assists in better and effective working of the company. The company post much of the material on Instagram and they must get popular among the consumers. Also, the use of social media is very trending and because of this, the use of Instagram is very trending among consumers (Mahr, Hilken and Bressgott, 2022). The most common purpose of using Instagram is to see the advertisements of the companies and resultantly use the reels to see the comments made by the users. By referring to auditory selective attention Instagram is focused well and ultimately it improves the overall working pattern of the consumers.

Theme 3: Marketing initiatives made by high-end brands

By the views of the majority of the people, it is evident that the people are influenced by the marketing initiatives of the company. It is due to the reason that when the company is trending on the internet then automatically it grabs the attention of the consumers. Thus, more and more people get attracted towards it and will be assistive to the company in attracting a large number of consumers (Makov et al, 2023). The most common marketing initiative which the company takes is the use of influencer marketing. It is particularly used by high-end brands because it is very trending and Gen Z is attracted by the different influencers to a great extent. Along with this the use of user-generated content, content marketing and many other different initiatives also attract the working to a great extent. With the references to findings, it was seen that visual attention is much focused by the companies. This is because of the reason that there are many different types of methods through which visuals can be attracted. When visual attention is worked well then automatically enhances the work and ultimately it increases the overall efficiency of the business.

Theme 4: Features attracting the most of the consumers

According to the views of a majority of respondents from the interview questions, it is clear that the most attractive aspect of Instagram is the messages which the reel conveys. It is due to the reason that the content used in the reels is the most important element which the consumers use to analyse the company and its products and services (Maksimova and Savolainen, 2021). Thus, it is mandatory for the company they effectively focus on the using latest content so that the work can be enhanced well. It emphasises on the selective attention theory as every person is different and is attracted by different features. Thus, selective attention will guide the company to attract the person well and improve the working.

Theme 5: Reasons for Gen Z to be Attracted through Instagram

By analysing this aspect, it was analysed that the majority of respondents belonging to the Gen Z category stated that they are attracted more with the visual attention seeking. It is due to the reason that when the visuals within the Instagram reels will be good then it will assist the company in managing the work better. Thus, it is the responsibility of the company they focus on visual attention (Mardhatilah et al, 2023). According to the majority of the respondents, it is due to the reason that they are much attracted with the visual attention. The use of Instagram impacts the working of the company to a great extent and also it is helpful to the company in visually attracting the company in a great way. By the divided attention theory, it was analysed that Gen Z is more attracted towards the use of Instagram and ultimately the overall efficiency is improved.

Theme 6: Grabbing of attention by watching the advertisement

On the examination of the data, it is clear that the attention of the consumers is grabbed when they look at the different advertisements provided by the company. It is due to the reason that when the company promotes the product and services with the help of the latest Instagram reels and other methods of social media channels. When companies belonging to the haute couture industry promote their products well then an effective type of channel must be used so that the attention of the consumer can be grabbed well (Marx, 2023). Moreover, social influence is a factor which stimulates the consumer to decide according to the latest trends. Thus, social influence is the factor which grabs the attention of the consumers to a great extent. Further, with the pattern recognition and attention theory, it is evident that the patterns can be analysed well and ultimately the attention of the consumer is grabbed well.

Theme 7: Features that consumer wants within the reels

From the findings, it is clear that there are many different types of factors which the consumer requires or wishes to have in the reels of the company. Through the in-depth analysis of the views of different authors, it was analysed that they want more focus on the different types of transition and the ways of presenting the reels. It is due to the reason that when the reels will not be presented neatly then the work will not be evaluated well (Maspul, 2021). They want to emphasise the presentation and transition because when the reel is presentable then it will influence the consumers. With selective attention, the features required by the consumers are also tried to insert within the working pattern of the company.

Theme 8: Reels affecting the decision of the consumers

Further, the analysis of the data also highlighted that using the reels affects and stimulates the mindset of the consumers while making the decisions. It is due to the reason that when the working of the company is by the latest trends that are using the Instagram reels then it will attract the mindset of the consumer (McGill et al, 2021). Hence, they will be motivated to buy the products and services of the company and ultimately it will be profitable for the company. It is due to the reason that when the reel is presentable then it will foster the working of the company to a great extent. When the reel is attractive then automatically it will grab the attention of the consumers and ultimately the sales of the business will increase. Moreover, compliance with the pattern recognition attention assisted in effectively managing the ways how the reel is impacting the working of the companies. For high-end fashion brands, they must analyse the patterns so that effective decisions can be taken and ultimately the overall development can take place.

Theme 9: Examining the content of reels in comparison to other competitors

Along with this, the views of the majority of the respondents also stated that they willingly compare the products and services of one company with another. This is because of the reason that when the consumer compares the product and services with the other competitor then it is easier for them to locate the best product and ultimately it will motivate them to work with more efficiency. Hence, with the comparison the consumer will be in a position to analyse the best product and ultimately the overall working will be improved. However, some of the respondents did not agree with this fact and they stated that they do not compare the work with other competitors (Menon, 2022). This is about the fact that when an effective comparison is done then it can impact the working of the company to a great extent. Moreover, while comparing, the consumer effectively focuses on the content of the reel. In case the content and the message conveyed by the reel are effective then it will attract the consumers to a great extent. It is the reason that when the content of the reels is good and effective then automatically the attention of the consumer is grabbed. Thus, based on the automaticity attention is it clear that the overall development will be increased and consumers will be attracted towards the working of the business.

Theme 10: Suggestions offered for the improvement of the working of Instagram reels

With further analysis of the responses from the interview transcript, it was concluded that the most common suggestion to the company was to use the trending templates which are already available. It is necessary because when the company uses the latest templates then it will attract more consumers and consequently the performance of the company will be improved. Also, when the company will be using the latest methods and templates then it will be beneficial for the company to increase the number of consumers to a great extent (Liu, Dzyabura and Mizik, 2020). On the other hand, some other respondents suggested that making use of balanced photos and sound must be used. It is due to the reason that when effective use of music and photos is made then it will be fostering the working efficiency of the reels and will attract more of consumers.

4.2 Discussion

With the above finding, it is clear that compliance with the Instagram reels is very necessary to be followed by the companies in this highly competitive environment. The reason underlying the fact is that when the company will be using all the latest trends relating to the use of social media marketing then it will be helping the company in getting a better position in the market (Ahmad et al, 2023). It is due to the reason that when social media channels particularly Instagram are followed by the company then it attracts more consumers and as a result, the overall working and profitability are increased for the company. In the current competitive environment, consumers are attracted towards using social media, particularly Instagram. It is necessary because it the latest trend and in case consumers are not be following the latest trends then it will affect the working to a great extent.

Moreover, with the findings, it was also outlined that people most of the time use the Instagram. This is the reason that when the effective use of Instagram is performed then it will attract the majority of the consumers so that the overall working can be enhanced. Also, consumers make use of Instagram to stay updated relating to the various changes taking place and ultimately the overall working will be enhanced. Thus, to increase the knowledge relating to the external changes and advancement taking place, the compliance with use of Instagram is very beneficial (Mardhatilah et al, 2023). The reason underlying the fact is that when the knowledge increases then consumers will know what is trending and they will also demand the same from the companies. Further, Instagram is currently very trending and to follow the latest trends, consumers effectively make use of Instagram. By using Instagram the consumer can get to know what is trending in the market and what the companies are providing according to the latest trends. So according to the visual attention, all these patterns are visualised and ultimately the overall working is improved. This attention theory assist in analysing the requirement and ultimately it is implemented into the business and consumer attention is attracted.

Thus, Torregrosa et al, (2023) state that to be updated the companies must comply with all the latest trends. Within the haute couture, there are many changes and as a result of this, the overall efficiency of the business will be improved. It is due to the reason that when the overall working will be improved then automatically the efficiency will be enhanced. With the finding, it was also analysed that the presentation of the reel is also very necessary. It is due to the reason that when it will not be good then it will impact the overall working capability. In case the look and the presentation of the reel will be attractive then it will motivate the consumers to buy the product and services effectively (Maspul, 2021). In case the reels will not be good and appropriate then the overall work will be impacted to a great extent. Companies must also make use of eye-tracking. It is because when the eye movement is monitored, it will assist the company in tracking where the eyes of the consumer move and stop and what they like. Thus, it assists the companies in deciding a better working strategies which will assist in effective decision making.

Along with this, the findings also highlighted that there are many different types of elements that the consumer can assess to evaluate the position of the company. It is the reason that when the appropriate aspect and content of the reel are analysed by the company then it will attract more consumers and resultantly the sales and profits will be increased (Mahr, Hilken and Bressgott, 2022). There are different types of elements which include the content which is provided to the consumers, the design and colours used, the audio or the music included and many other related data. The company must arrange all these data so that the companies dealing in haute couture can easily attract more of the consumers. Based on the visual attention attraction, the emphasis is levied on the design and color combination used in the reels. It is due to the reason that when the visual attention will be attracted then it will be improving the overall working to a great extent. Thus, it will be improving the overall attraction to a great extent.

For example, Stella McCartney is a brand that prominently makes use of Instagram reels to attract consumers. With the help of the Instagram reel, the company is in a position to engage the viewers at the same time the usage of the product is also explained to the consumer through the same reel. Hence, developing the reels attractively is very beneficial for the company to increase the sales and profitability of the business to a great extent (Battisti and Dalvit 2023). It is due to the reason that when the effective balance between attraction and knowledge is present then it will motivate the employees to work efficiently.

Along with this, the findings outlined that the use of effective content and message needs to be present very clearly. It is due to the reason that when an effective and clear message is provided then consumers will understand easily and will be influenced to use the product well. Also, it is necessary for the company they provide content in very easy and simple language so that the work can be managed well (Maksimova and Savolainen, 2021). When the language and the user interface are easy then it will help the consumer to connect with the company and the information better. It is due to the reason that when effective and better content is implemented then it will be fostering the working capability of the company to a great extent.

Hijriansyah, (2024) supported that when the appropriate content is created and used by the company then more consumers will be attracted. Thus, as a result of this, the overall sales and revenue will be increased. This is due to the reason that when the effective and efficient use of reels is implemented then automatically the work will be better and good way (Strijker, Bosworth and Bouter, 2020). For instance, Barbour is another company which complies with effective Instagram reels for the promotion of the business and its services. Approximately 1.3 million views have come on the video posted by the company (12 Examples of Brands Using Instagram Reels Fabulously, 2022). This ensures that consumers are influenced by the reels they watch. Hence, for this, Barbour creates better reels which serve as social proof for the shoppers relating to the details of the product. Also, the company emphasises displaying the packaging of the product within the reels as well. It is due to the reason that when the effective details of the product are highlighted in the reels then it will foster the working to a great extent.

Moreover, the findings also stated that seeking attention is necessary for haute couture companies and that they must effectively focus on visual attention. According to the findings, the majority of the respondents agreed that their attention is grabbed by visual attention (Menon, 2022). Thus, it is mandatory for the company to effectively focus on visual attention as it is necessary for the company to visually present the company to the customers. When the visuals the pictorial aspects of the company like the promotional tools, advertisement, Instagram reels, social media presence and many others are effectively used by the business then it will impact the overall working to a great extent (Sisova, 2023). For attracting more of the consumers at a single time the use of different social media posts and other Instagram reels is very necessary as it will help the company in managing the work well.

Hence, with the findings, it is also evident that for the overall success of the project, it is necessary that effective and creative reels need to be made. It is due to the reason that the attention of the consumer can be grabbed with any kind of attention. It can be visual, auditory, selective, attentive, divided, automaticity and many other different kinds of attention which are sought with the help of the reels (Maspul, 2021). Every consumer is different and the company need to capture a large market share for this they need to include the different elements into a single reel such that more of the consumers are attracted towards the working of the company and the products and services (Calder-Dawe et al, 2024). Hence, when the companies will focus on effective consumer requirements with the help of different attention then it will attract more of the consumers. It is due to the reason that when the various types of attention are focused then the company will be in a position to manage and monitor the overall working capability (ŞİŞMAN and BİLGİCİ, 2023). When the requirements of all the consumers need to be catered together then it will be beneficial to the company for using the Instagram reels. It is due to the reason that it helps the company cover a large market share such that the overall number of consumers increases.

At last, it was also analysed that the consumers compare the products of one company with other competitors as well. It is due to the reason that when the consumer intends to buy the product then firstly they compare the product with the other companies (Torregrosa et al, 2023). Thus, it will be assistive to the company in managing the working well and ultimately the overall working efficiency to a great extent. Along with this for companies dealing in haute couture, effective reels must be made such that the work can be done in a synchronised manner and proper comparison can be done. When the clear reels are made and developed by the companies then it will enhance the overall working to a great extent (Shukri and Mustaffa, 2023). Also, the

consumers will have a proper base for comparing the performance in a great way.

CHAPTER FIVE: CONCLUSION AND RECOMMENDATIONS

5.1 Conclusion

Summary of key findings

In the end, it is concluded that for companies to be successful effective and efficient strategies must be used for promoting the business. It is due to the reason that already the competition is intense and the companies must try to manage these to stay competitive in the environment. With the analysis of the study, it is inferred that the setting up of aims and objectives is very necessary. It is due to the reason that when a clear aim is formulated then this will assist the researcher in completing the study well (Chung and Park, 2021). It is the reason that when the effective aim is stated then it will guide the company in managing the work and attain the working in a better way. Also, it is necessary for the company they effectively set a clear direction for the researcher so that work can be accomplished better. Thus, the clear aim was outlined which included an analysis of the effectiveness of Instagram reels for capturing the attention of the consumers towards the haute couture industry. This aim provided a direction to the company that how well they can use the Instagram reels to attract consumers and be competitive in the market.

Implication for theory

The LR section evaluated that there are different types of theories relating to attention which need to be implemented by the company. It is due to the reason that there are different types of consumers and all are attracted to different aspects. Thus, it is mandatory for the company to effectively undertake the different types of attention theories so that the attention of consumers can be witnessed towards the company. It is due to the reason that when the proper theories are applied while using Instagram as a marketing tool is assistive in managing the work well. In case the reels are prepared effectively then they will attract more consumers and as a result, the overall efficiency is improved (Asfour, 2024). Along with this, the research methodology section highlighted that complying with qualitative research was helpful as it helped increase the theoretical knowledge relating to the topic of research. Moreover, the use of primary data with the help of interviews was assistive in gaining a wide view of people relating to the use of Instagram. Furthermore, when the primary responses are supported by the secondary sources then effective data is collected. Also, the use of thematic analysis was helpful to the researcher in framing different themes and this helped them in managing the data well.

Implication for practice

At last, with the data analysis section, it was evaluated that among Gen Z the use of Instagram and its reels is very popular. The people belonging to this category very frequently use Instagram and whatever is trending on it they get attracted towards it. Thus, as a result of this, the use of Instagram reels is very necessary to be implemented by companies in haute couture to attract their attention. Thus, the DA section highlighted that there are different ways in which Instagram can be used to grab the attention of consumers (Barratt and Bandera, 2020). It includes ways like using different hashtags, collaborating with popular influencers and many other different kinds of ways. These are the ways which assist the companies in attracting the attention of the consumers so that the overall working can be improved and the sales and profits can increase. Thus, with this, it was inferred to remain competitive in the market it is mandatory for the companies to effectively try to be popular in the Instagram reels and follow all the recent trends (Breda, 2022). It is necessary because there are many different trends prevailing with the use of social media channels and different types of other online platforms. Hence, at last, it can be stated that using the Instagram reel is very helpful in attracting the awareness of the consumers. Also, these reels stimulate and influence the decision-making of the consumers and as a result of this, the overall work is planned for getting successful.

Limitation of the study

The present study, analysed the major limitation is selecting the sample. This was the major limitation which the scholar faced but with the help of the random sampling method, the scholar was able to select the suitable sample (Avitan, Wasserman and Henik, 2024). Along with this another limitation outlined was relating to the fact that there are were very less of the existing data sources and as a result it was difficult for the researcher to gather the data. Hence, for overcoming this, the scholar made the use of the keyword searching and with help of this the accurate data was gathered.

Suggestion for future research

Also, it is concluded that the research questions are attained well. With the help of in-depth analysis of the primary and secondary data it is analysed that the attention of the consumer is grabbed with the effective usage of Instagram reels. It is suggested to the scholar that in future they must comply with the quantitative study. This is because of the reason that with the help of the quantitative study more accurate information will be collected and will be analysed in much better manner (Asfour, 2024).

5.2 Actionable Model Recommendations

By the evaluation of the whole study, it is evident that the use of social media and related platforms is very necessary for the company to remain competitive. It is due to the reason that when the effective type of the platforms are used for promotion then it helps the company in attracting the attention of the consumers (Bordalo, Gennaioli and Shleifer, 2020). Thus, it is mandatory for the companies present in haute couture they effectively try to manage and implement the different types of strategies so that they attract the majority of the consumers. Thus, some of the actionable model recommendations for haute couture companies are as follows-

• Firstly it is advisable for companies they have a very strong research and development department. It is due to the reason that when the R & D will be strong then the company will be in a position to implement all the latest changes well. In case the appropriate trends are evaluated and implemented then it will assist the company in using all the latest changes (Jonatan, Gustiawan and Ruhamak, 2023). When the company will be operating by the latest changes then it will surely grab the attention of the consumers.
• Along with this, it is advisable for the companies they continuously take feedback and reviews from the consumers. It is very necessary to understand the perspective of the consumers. When the company knows the perspective of the consumers then it will be beneficial for them to effectively make the decisions relating to the changes according to the preference of the company (Shukri and Mustaffa, 2023). It is due to the reason that when a company learns about the views of consumers then they plan to include those factors into the operational activities of the company. Thus, it will increase the engagement of the consumer towards the company.
• Thereafter, it was suggested to haute couture companies that they must effectively conduct the competitor analysis as well. It is necessary because when the appropriate strategies of competitors are analysed then it will be helpful for the company in understanding the strategies of other companies (Bhangu, Provost and Caduff, 2023). Thus, according to this, the company can plan their strategies so that it can attract the attention of the consumers to a great extent.
• In addition to this, the haute couture company should focus on high-quality information and data to be used within the Instagram reels. This is because of the reason that when effective Instagram reels are prepared by using good and high-quality content then this attracts more of the consumers (Battisti and Dalvit, 2023). It is due to the reason that when good quality is included then automatically the overall efficiency will be increased and ultimately the overall working capability will be enhanced.
• Thereafter, it is also suggested to the companies dealing in haute couture that they must effectively use the appropriate content at the correct position. For this, the companies must use the current photos, videos and audio (Mardhatilah et al, 2023). In case there will not be a proper balance between these three then it will be affecting the overall working and capability to a great extent.

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Jazmine McCullough   4 years | MBA

Hello, students. I am Jazmine McCullough. I am a professional writer of management academic papers. When I was in university, pursuing my MBA degree assignments used to haunt me a lot. That's why I have written this blog to make sure that students don't face the issues I used to face. Alongside this, I also offer my assistance to students in completing their assignments. With 4+ years of experience in this field, I can assure you the best quality for your projects.