Reconfiguring the Muslim Fashion Industry in the Era of Algorithmic Live Commerce: A Structure–Conduct–Performance Perspective
Keywords:
Muslim Fashion Industry, Structure–Conduct–Performance, Algorithmic Live Commerce, Platform Economy, Digital DisruptionAbstract
Algorithmic live commerce is rapidly reconfiguring the competitive dynamics of the Muslim fashion industry in emerging digital economies. Prior research has largely centered on consumer behavior, with limited attention to how platformization reshapes market structure, firm conduct, and industry performance. This study addresses this gap by extending the Structure–Conduct–Performance (SCP) framework through the lenses of digital disruption and halal industrial economics. Using a qualitative descriptive-analytical approach based on digital secondary data, the findings reveal a shift toward a platform-centric, algorithmically mediated market that expands access while creating new entry barriers. Firm conduct becomes content-driven through live streaming and aggressive pricing, while industry performance shows improved efficiency via direct-to-consumer models alongside asymmetric outcomes and margin compression. This study reconceptualizes SCP within platform capitalism and value-based halal competition, emphasizing the need for adaptive regulation and inclusive digital ecosystems.
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