<![CDATA[This study investigates the influence of the Instagram account @wargablokm on customer engagement, content sharing, and electronic word of mouth (eWOM) toward visiting decisions to Blok M, South Jakarta. In the context of digital tourism marketing, social media platforms have become increasingly highly influential and strategically important tools for disseminating information and shaping destination perceptions. Instagram, as a visually oriented platform, enables destinations to communicate experiences, promote attractions, and encourage communication between account managers and audiences. The @wargablokm account serves as a promotional channel highlighting culinary spots, lifestyle venues, and cultural events in Blok M while fostering online interaction among followers. This research applies a quantitative approach using primary data collected through questionnaires distributed to respondents who have visited Blok M and interacted with related Instagram content. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS software to assess measurement and structural models. The findings demonstrate that customer engagement, content sharing, and eWOM significantly influence visiting decisions individually and simultaneously. Higher engagement levels, content dissemination, and positive online reviews contribute to strengthening destination image and increasing visitors’ intention to visit. The results emphasize the importance of managing social media platforms effectively in urban tourism promotion]]>
