Strategi Content Marketing Akun Instagram @Unitedarmyid Dalam Meningkatkan Customer Engagement (Studi Kasus Akun Fanbase Klub Sepakbola Manchester United)

Sasmita, Rinaldi (2024) Strategi Content Marketing Akun Instagram @Unitedarmyid Dalam Meningkatkan Customer Engagement (Studi Kasus Akun Fanbase Klub Sepakbola Manchester United). Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

This research aims to find the content marketing strategy of Instagram @unitedarmyid in increasing customer engagement. Brand engagement is defined as a two-way interaction between brands and followers that can increase followers' emotional, psychological, and physical investment. This research uses a qualitative research approach with a case study method. Data were collected through observation, in-depth interviews, and documentation. The results of the study include: content that is always updated and relevant has greater appeal to audiences; effective content marketing strategies involve relevance, accuracy, and ease of content presentation and search; customer engagement is enhanced through the process of consumption, curation, creation, and collaboration. The results also show that the content marketing strategy implemented by the @unitedarmyid Instagram account has succeeded in increasing strategic marketing through the use of consistent and attractive visual content, as well as regular product updates. In addition, customer engagement on @unitedarmyid Instagram account has been implemented effectively. As a result, @unitedarmyid managed to get active engagement from followers, increase loyalty, and create deeper interactions with its followers. However, there is potential for improvement in increasing loyalty and interaction through thematic discussions, diversification, innovative and interactive visual content, and adding interactive video content such as live streaming. In addition, there are opportunities for improvement in terms of audience segmentation and response to feedback, which can further increase the effectiveness of content marketing strategies on the @unitedarmyid Instagram account.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Content Marketing, Social Media, Instagram, Engagement.
Subjects:	Marketing > Branding (Marketing) 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:	Rinaldi Sasmita
Date Deposited:	03 Sep 2024 07:32
Last Modified:	03 Sep 2024 07:32
URI:	https://repository.bakrie.ac.id/id/eprint/9996

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