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All Journal Jurnal Manajemen dan Agribisnis Jurnal Manajemen Teknologi Journal of Economics, Business, & Accountancy Ventura Jurnal Manajemen Teori dan Terapan MIX : Jurnal Ilmiah Manajemen Jurnal Manajemen dan Bisnis Indonesia Jurnal Bisnis dan Manajemen Jurnal Ekonomi dan Bisnis Equilibrium: Jurnal Ekonomi-Manajemen-Akuntansi Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Jurnal Pemberdayaan Masyarakat Indonesia (JPMI) ASEAN Marketing Journal Journal of International Conference Proceedings Amkop Management Accounting Review (AMAR) Senadika
Sony Kusumasondjaja
Faculty Of Economics And Business, Airlangga University
Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Journal of International Conference Proceedings

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Building Social Media Engagement on Instagram by Using Visual Aesthetics and Message Orientation Strategy: A Content Analysis on Instagram Content of Indonesia Tourism Destinations Sony Kusumasondjaja
Journal of International Conference Proceedings Vol 4, No 3 (2021): 2021 WIMAYA International Conference of Economics and Business
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v4i3.1304

Abstract

The purpose of this study is to investigate the differences in consumer engagement to Instagram content of tourist destinations when the content uses different types of visual aesthetics and message orientation. A content analysis of 1158 Instagram content posted by official accounts of Indonesia priority tourist destinations was conducted. This study finds that when content with classical aesthetics gained stronger consumer engagement than the one with expressive aesthetics, however content using different types of message orientation does not result in different level of consumer engagement. Interaction effects suggest that content using a combination of classical aesthetics and interaction orientation gets better consumer engagement than any other combinations of aesthetics and orientation. Meanwhile, content using expressive aesthetics and self-orientation gains the least consumer engagement than any other combinations of aesthetics and orientation. These findings indicate that visual elements of an Instagram content tend to be more powerful to elicit consumer responses than verbal elements of the content. This is expected to offer important contributions to destination marketers and social media administrators to pay more attention to visual elements than to verbal aspects of the content when designing social media information.
Co-Authors Bambang Setiyo Pambudi Dian Ekowati Hera Rachmahani Khaira, Nurul Nazar Karami Nuri Herachwati Rachmahani, Hera Rosa Rilantiana Setiawan Mandala Putra Shaury, Sofyan Solly Aryza Sri Gunawan Sri Hartini Sulistyawati, Chorry Syahrial Ashari Syahrial Ashari, Syahrial Tri Siwi Agustina