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p-Index From 2020 - 2025
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All Journal INJECT Interdisciplinary Journal of Communication
Delamontano , Eldo
Unknown Affiliation
Religion Computer Science & IT Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Youth Engagement Strategies in Citarum River Cleanup Campaigns via Instagram: A Mixed-method Content Analysis Delamontano , Eldo; Cipta Endyana; Yunus Winoto; Evi Novianti
INJECT (Interdisciplinary Journal of Communication) Vol. 10 No. 1 (2025)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v10i1.4666

Abstract

This study explores how Instagram is utilized as a strategic communication tool to campaign for environmental engagement, specifically in promoting river cleanup initiatives among youth audiences. By employing a quantitative content analysis of eleven Instagram posts related to river cleanup efforts conducted between December 2024 and June 2025, we examine audience interaction metrics such as views, reach, likes, and engagement across different age groups. The findings highlight that the 18–34 age demographic is the most responsive to environmental messaging on social media, accounting for over 70% of total engagement. Posts featuring direct community involvement, promotional content, and educational messaging were identified as key content pillars driving higher interaction rates. These pillars demonstrate the importance of message framing in digital environmental advocacy. The study affirms Instagram’s potential as an effective platform for fostering eco-conscious behavior and youth participation through visual storytelling and targeted communication strategies.
Co-Authors Cipta Endyana Evi Novianti Yunus Winoto