The Influence of Instagram Content Marketing by Marsalia Embroidery on Customer Engagement

(A Case Study of Followers of the Marsalia Embroidery Instagram Account)

DOI

10.2991/978-94-6463-908-7_12How to use a DOI?

Keywords

Content Marketing; Customer Engagement; Fashion; Instagram

Abstract

This study aims to investigate: (1) the Instagram content marketing strategies implemented by Marsalia Embroidery, (2) the level of customer engagement among the followers of Marsalia Embroidery’s Instagram account, and (3) the influence of Instagram content marketing on customer engagement. This research employs a descriptive-causal with quantitative approach. The primary instrument used is a questionnaire. The population in this study consists of the followers of Marsalia Embroidery’s Instagram. The sampling technique used is non-probability sampling, specifically purposive sampling. The sample consists of 100 respondents. The data analysis method applied is simple linear regression.The results indicate that: (1) the content marketing strategy employed by Marsalia Embroidery falls into the “good” category; (2) customer engagement among its Instagram followers is also categorized as “good”; and (3) content marketing has a positive influence on customer engagement. It is recommended that Marsalia Embroidery maintain its current content marketing efforts and customer engagement strategy. However, to further optimize engagement, the company should enhance its content marketing approach by scheduling content uploads, increasing the amount of educational and entertaining content—not just promotional posts—to encourage audience interaction, and posting exclusive content that highlights the uniqueness of the products and the brand’s distinctive identity, which may not be available from other brands.

Copyright

© 2025 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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TY  - CONF
AU  - Hapsari Kusumawardani
AU  - Aulia Waisal Qurni
AU  - Endang Prahastuti
AU  - Nur Cahyaningrum
AU  - Nurul Aini
PY  - 2025
DA  - 2025/12/07
TI  - The Influence of Instagram Content Marketing by Marsalia Embroidery on Customer Engagement
BT  - Proceedings of the International Conference on Innovation in Food Science, Culinary Art, and Fashion Technology (INNOFATEC 2025)
PB  - Atlantis Press
SP  - 143
EP  - 150
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6463-908-7_12
DO  - 10.2991/978-94-6463-908-7_12
ID  - Kusumawardani2025
ER  -