Open Access

Sara da Mota Freitas Pereira

• This research explores engagement strategies employed by Portuguese fashion influencers on social media, specifically focusing on audience interaction and follower retention. A netnography study was conducted, analysing Instagram content to identify key patterns and themes. The research examines strategies such as asking direct questions, lifestyle integration, personal branding through poses, brand engagement via tagging, and maintaining aesthetic consistency. Findings reveal the importance of authenticity, relatability, and high-quality audiovisual content in fostering meaningful connections with followers. The study provides practical insights for both fashion brands and aspiring influencers looking to enhance their social media presence in the Portuguese market. Ultimately, this research contributes to the growing body of literature on influencer marketing by providing a structured understanding of effective engagement techniques. Limitations and suggestions for future research, including cross-cultural and crossindustry studies, are also addressed.