The content marketing analysis on Indonesian local brand fashion on instagram

Monica, Ajeng Erwita and Yuliasti, Ika Handayani (2022) The content marketing analysis on Indonesian local brand fashion on instagram. Jurnal Ekonomi Manajemen Bisnis (EKOMABIS), 3 (2): 9. pp. 191-204. ISSN 2716-0238

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Abstract

The purpose of this paper is to analyze digital marketing strategy on Instagram among local brand fashion in Indonesia by assessing the content marketing and consumer engagement to build competitive advantages. This research is using content analysis method. A content analysis of 196 social media posts was conducted from the Instagram accounts of 2 local brand fashions in Indonesia during two months between December 2020 and January 2021. The data collected from each social media post generated by those brands were coded and analyzed in terms of their marketing content and consumer engagement. This research found that brand, product information, photo, and consumer appreciation were frequently appearing and effective for informative marketing content. Meanwhile, conversations about brand and product which are consist of quality, emotion, relations, and services were the frequently appearing topics in the comment column and its effective for consumer engagement.

Item Type: Article
Uncontrolled Keywords: Content Analysis, Consumer Engagement, Instagram, Local Brand, Content Marketing, Content Analysis (communication), Consumer behavior, Communication media, Commercial products
Subjects: Urban & Regional Technology & Development > Communications
Economics and Business > Domestic Commerce, Marketing, & Economics
Depositing User: Zahra Wenning Tyas
Date Deposited: 19 Oct 2024 17:10
Last Modified: 29 Oct 2024 10:23
URI: https://karya.brin.go.id/id/eprint/48956

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