<![CDATA[Technological developments have made social media an important component of business marketing strategies, including Netflix, which uses Instagram to increase audience engagement and build a strong brand image. This study aims to determine the effect of content marketing on brand image through customer engagement on the Instagram account @netflixid. The method used is a quantitative approach with Structural Equation Modeling (SEM) analysis. Data collection through online questionnaires to followers of the Instagram account @netflixid. A sample of 100 respondents with the criteria are followers who have interacted with content on the Instagram account @netflixid. The study found that there is a positive and significant influence of content marketing on customer engagement and brand image. In addition, customer engagement has also been shown to act as a mediator in strengthening the influence of content marketing on brand image. These results emphasize the importance of a relevant and interactive content-based marketing strategy in order to create a positive brand image by increasing customer engagement.]]>
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