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All Journal Golden Ratio of Data in Summary
Rozen, AuliyaAsyifa
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Economics, Econometrics & Finance Social Sciences

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The Utilization of Instagram Social Media as a Promotional and Portfolio Medium: A Media Ecology Perspective Rozen, AuliyaAsyifa; Hadiyanto
Golden Ratio of Data in Summary Vol. 5 No. 4 (2025): August - October
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v5i4.1309

Abstract

This study explores the use of Instagram as a promotional and portfolio medium by Buka Project Studios through the lens of media ecology theory. The objective of this research is to analyze the content strategies implemented by the Social Media Officer and identify challenges in maintaining visual identity consistency. This study employs a qualitative descriptive approach, with data collected through in-depth interviews with the Social Media Officer and Creative Lead. The findings reveal that Instagram serves as a dynamic digital ecosystem that integrates soft-selling content and portfolio displays to enhance audience engagement and expand professional networks. The research also highlights key challenges in striking a balance between trend adaptation and brand consistency. These findings contribute to the development of media ecology theory in the context of social media marketing, offering practical recommendations for creative industry practitioners to optimize their digital branding strategies.
Co-Authors Hadiyanto