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All Journal Wacana: Jurnal Ilmiah Ilmu Komunikasi Al-MUNZIR
Ariadi, Sandi Dwi
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Religion Humanities Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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The Impact of Instagram Content Formats on User Engagement: An Analytical Study of Ten Cosmetic Brands in Indonesia Widiarto, Meidira Amalia Putri; Nur Aziza, Nanda Adjeng Castity; Ariadi, Sandi Dwi
Al-MUNZIR Vol 17, No 2 (2024): November 2024
Publisher : Institut Agama Islam Negeri Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31332/am.v17i2.10052

Abstract

Instagram has emerged as a dominant platform in social media marketing, particularly for the cosmetic industry, which thrives on visual and interactive content. With Instagram penetration in Indonesia increasing by 13% from 2022 to 2023, it has become a critical medium for promoting products, monitoring trends, and analysing consumer behaviours. However, a gap remains in understanding how different types of Instagram content influence consumer engagement, especially in the context of cosmetic brands. This research addresses the specific issue of how various content forms, such as images, videos, and interactive campaigns, impact engagement metrics like likes, comments, and shares. By analysing 10 leading cosmetic brands in Indonesia, the study identifies that interactive content, such as influencer collaborations, storytelling, and giveaways, significantly enhances consumer interaction compared to static visuals. The findings offer practical solutions for optimizing social media strategies, enabling brands to build stronger emotional connections with their audiences while improving loyalty and retention. This research contributes to social media marketing literature and provides actionable insights for cosmetic brands to develop data-driven and impactful content strategies in an increasingly competitive market. Keywords: Consumer Engagement, Instagram Marketing, Interactive Content, Cosmetic Industry, Social Media Strategies.
Komunikasi Budaya dalam Gaya Manajemen Konflik di Era Globalisasi Sasmi, Nanda Adjeng Castity Nur Aziza; Razani, Nabilah Ananda; Sulthanah, Qonitah Arya; Ariadi, Sandi Dwi
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 23, No. 2 December 2024
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v23i2.3973

Abstract

The era of globalization and high mobility has transformed the dynamics of communication, particularly in intercultural communication. This study aims to evaluate the relevance of face-negotiation theory in a modern context through a systematic literature review of selected journal articles. The method employed involves collecting relevant evidence and examining the differences in perceptions between Eastern and Western cultures, as well as their influence on face selection strategies and conflict management styles. The findings indicate that face-negotiation theory plays a significant role in explaining cross-cultural communication patterns but faces challenges in terms of flexibility and adaptation to changing times. This theory is deemed in need of updates to remain relevant, especially in an era marked by increasing pluralism and digital communication. Furthermore, of the five theoretical implications proposed, only three have been addressed in previous studies. This study recommends further research to explore the application of face-negotiation theory in communication mediated by digital technology to broaden insights into cross-cultural communication studies in the modern era.
The Impact of Instagram Content Formats on User Engagement: An Analytical Study of Ten Cosmetic Brands in Indonesia Widiarto, Meidira Amalia Putri; Nur Aziza, Nanda Adjeng Castity; Ariadi, Sandi Dwi
Al-MUNZIR Vol 17 No 2 (2024): November 2024
Publisher : Institut Agama Islam Negeri Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31332/am.v17i2.10052

Abstract

Instagram has emerged as a dominant platform in social media marketing, particularly for the cosmetic industry, which thrives on visual and interactive content. With Instagram penetration in Indonesia increasing by 13% from 2022 to 2023, it has become a critical medium for promoting products, monitoring trends, and analysing consumer behaviours. However, a gap remains in understanding how different types of Instagram content influence consumer engagement, especially in the context of cosmetic brands. This research addresses the specific issue of how various content forms, such as images, videos, and interactive campaigns, impact engagement metrics like likes, comments, and shares. By analysing 10 leading cosmetic brands in Indonesia, the study identifies that interactive content, such as influencer collaborations, storytelling, and giveaways, significantly enhances consumer interaction compared to static visuals. The findings offer practical solutions for optimizing social media strategies, enabling brands to build stronger emotional connections with their audiences while improving loyalty and retention. This research contributes to social media marketing literature and provides actionable insights for cosmetic brands to develop data-driven and impactful content strategies in an increasingly competitive market. Keywords: Consumer Engagement, Instagram Marketing, Interactive Content, Cosmetic Industry, Social Media Strategies.
Co-Authors Christian, Timotius Nikita, Gabriella Nur Aziza, Nanda Adjeng Castity Razani, Nabilah Ananda Sasmi, Nanda Adjeng Castity Nur Aziza Sulthanah, Qonitah Arya Widiarto, Meidira Amalia Putri