Jurnal Inovasi Bisnis (Inovbiz)
Vol 10, No 2 (2022)

WHAT MAKES BRANDS' SOCIAL MEDIA CONTENT SHAREABLE ON INSTAGRAM? A PROJECT TO IDENTIFY NG RADIO INSTAGRAM CONTENT ERROR

Shafa Muthia Annajah (Politeknik Negeri Bandung)
Lina Setiawati (Politeknik Negeri Bandung)

Article Info

Publish Date
18 Dec 2022

Abstract

This project aim is to increase brand engagement on NG Radio's Instagram account through analysis of its contents. The types of content used are based on Use and Gratification Theory (UGT). The brand engagement parameters used are the consuming, contributing, and creating stage. The result is NG Radio content error is lack of trial and error so it doesn’t really meet audience need and desire. Informatifve, entertaining, and relational content in the form of Reels Instagram are approved be able to gain brand engagement until contributing stage.Keywords: Brand engagement, Social Media Instagram, Uses and Gratification Theory (UGT)

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Journal Info
Jurnal Inovasi Bisnis (Inovbiz)
Website

Abbrev

IBP

Publisher

Politeknik Negeri Bengkalis

Subject

Economics, Econometrics & Finance

Description

Jurnal Inovasi Bisnis (Inovbiz) focuses on how we gain knowledge through innovation and how knowledge encourages the innovation both in economics and business. It is provided for writer, researcher, professor, and practitioner who want to publish their research reports or articles, theoritical or ...