In recent years, utilization of social network sites (SNS) such as Facebook, Instagram, and Twitter for text, image, and video sharing in Jakarta, Indonesia, is becoming very popular. Many fashionistas - artist, singer, designer, and fashion blogger - take advantage of SNS to share what they are doing, what they are wearing, and even their personal life. Apparently, their glamorous life style has been attracting million of followers. High appreciation toward their posts in SNS is given by clicking ‘likes’ symbol as well as positive comments from the followers. This paper provides an overview of social network activity in Jakarta for promoting fashion brand. A netnographic approach was conducted to observe and analyze SNS’ content, which consists of photos, texts and hashtags, and followers’ comments. Since SNS’ account owner could have dual roles, i.e. as consumer and supplier, we categorize two types of account owner. First, fashionistas who launch personal account and, at the same time, have collaboration with fashion brand or have their own clothing line; and second, apparel companies who promote their product through SNS. We noted that apparel companies utilize SNS to launch new fashion products and to give detail information, which include photos, products size, and how to purchase, which is simply a business as usual. In the other hand, fashionista’s shared their personal style, favorite brand and designer, and fashion tips for the followers, such as mix and match fashion and where to purchase. Personal style is presented by wearing an outfit for a commercial events, e.g. product launching, gala show, etc.; and for daily use, e.g. fashion shopping, hang out with friend, and travelling. Fashionistas usually mention the brand or the designer of clothing, shoes, and bag that they wear in the photo with good recommendation, thus a positive electronic word of mouth (e-WOM) is conveyed to the followers instantaneously. Even though fashionistas’ activity is actually part of marketing practice that promote fashion brand, personal approach through their shared life style is obviously more appealing rather than direct promotion activity by apparel companies. It is proven by number of followers, likes, and comment from fashionistas’ followers which is greater than apparel companies. As the similarity, both apparel companies and fashionistas give knowledge sharing about fashion to the followers, and utilize commenting section to interact with them. In turn, e-WOM is also exchanged through discussion among followers on the commenting section; and the ability of followers to share content with other users. Then, mentioning hashtags – a number sign character (#) followed by a word or phrase related to the topic - is strengthen e-WOM because hashtags is clickable and searchable for SNS users.

• Mustika Sufiati Purwanegara(Mustika Sufiati Purwanegara)
• Nita Garnida(Institut Teknologi Bandung)