STRATEGI PEMASARAN KONTEN MELALUI AKUN INSTAGRAM @id_executive

Sari, Gitta Aryana Puspita (2024) STRATEGI PEMASARAN KONTEN MELALUI AKUN INSTAGRAM @id_executive. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

In the context of digital marketing, Instagram has become a crucial platform, especially for local fashion brands like EXECUTIVE. Despite the brand's efforts to utilize Instagram with visually appealing content, they still face challenges in increasing their follower count. Therefore, an effective content marketing strategy is essential to capture the audience's attention and enhance engagement. This study uses a qualitative approach with a case study method to explore EXECUTIVE's digital marketing strategy on Instagram (@id_executive). The research focuses on EXECUTIVE's digital content packaging strategy, involving marketing staff, two active followers of @id_executive, and two digital marketing experts. Data were collected through direct observation, interviews, and analysis of Instagram screenshots (@id_executive). The analysis was conducted through data reduction, presentation, and conclusion drawing, with validation through source triangulation. Based on Simon Kingsnorth's (2016) content marketing strategy concept, which includes seven dimensions: credible, shareable, useful or fun, interesting, relevant, different, and on brand, the findings show that EXECUTIVE excels in brand identity but needs to improve content variety, shareability, and engagement. Overall, EXECUTIVE should enhance their content strategy by introducing more diverse and engaging content and developing a clear USP to stand out in a competitive market.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Social media Instagram account @id_executive, content marketing
Subjects:	Communication Science > Digital Communication Communication Science > Marketing Communications Communication Science > Social Media Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Gitta Aryana Puspita Sari
Date Deposited:	13 Sep 2024 06:44
Last Modified:	13 Sep 2024 06:44
URI:	https://repository.bakrie.ac.id/id/eprint/10797

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