Proceedings of the 3nd Annual International Conference on Natural and Social Science Education (ICNSSE 2023)

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Optimizing Instagram for Brand Communication and Customer Engagement

Authors
Tri Utami1, Nur Maghfirah Aesthetika1, *, Totok Wahyu Abadi1, Sherzod Uralovich Kiyosov2
1Communication Studies Program, Universitas Muhammadiyah Sidoarjo, Sidoarjo, Indonesia
2Tashkent Institute of Finance, Tashkent, Uzbekistan
*Corresponding author. Email: umsida@gmail.com
Corresponding Author
Nur Maghfirah Aesthetika
Available Online 6 June 2024.
DOI
10.2991/978-2-38476-242-2_36How to use a DOI?
Keywords
communication strategy; marketing; instagram; @reabayaku
Abstract

Social media marketing communication strategy is a strategy that uses social media as a tool to promote or introduce a product and service to the public online. This strategy has been widely used by several fashion businesses. This study aims to determine the account promotion activities of @reabayaku in increasing sales. The method used is descriptive qualitative method. The results of this study indicate that there is a marketing communication strategy that advances the marketing communication mix by implementing 7P, namely: Product, Price, Promotion, Place, People, Process, and Physical Evidence. And other factors in the promotional activities of the @reabayaku account which cannot be separated from the use of existing features on Instagram, the neat arrangement of Instagram feeds based on topics, the use of templates themselves can make the product more attractive and the choice of a photo and post.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3nd Annual International Conference on Natural and Social Science Education (ICNSSE 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
6 June 2024
ISBN
10.2991/978-2-38476-242-2_36
ISSN
2352-5398
DOI
10.2991/978-2-38476-242-2_36How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Tri Utami
AU  - Nur Maghfirah Aesthetika
AU  - Totok Wahyu Abadi
AU  - Sherzod Uralovich Kiyosov
PY  - 2024
DA  - 2024/06/06
TI  - Optimizing Instagram for Brand Communication and Customer Engagement
BT  - Proceedings of the 3nd Annual International Conference on Natural and Social Science Education (ICNSSE 2023)
PB  - Atlantis Press
SP  - 359
EP  - 364
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-242-2_36
DO  - 10.2991/978-2-38476-242-2_36
ID  - Utami2024
ER  -