<![CDATA[This study aims to analyze Artomoro Apparel's marketing communication strategy in utilizing Instagram social media @artomoro.apparel through the framework of The Circular Model of SoMe (Share, Optimize, Manage, Engage). Social media is seen as an important instrument in Online Public Relations activities that play a role in building brand image, interacting with consumers, and expanding the reach of digital marketing. This study uses a qualitative descriptive approach with data collection techniques in the form of in-depth interviews, observation of Instagram account content and activities, and documentation. Informants were selected using a purposive sampling technique, namely internal parties of Artomoro Apparel who manage the Instagram account and followers of the account who actively interact. Data validity was tested through source triangulation techniques. The results of the study indicate that Artomoro Apparel has implemented the four stages of The Circular Model of SoMe in its marketing communication strategy, although there are still several aspects that need to be optimized, especially in content management and increasing audience engagement. This study is expected to be an evaluation material and reference for similar business actors in managing marketing communications through social media effectively. Keywords Marketing Communication, Social Media, Instagram, Promotion.]]>
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