<![CDATA[This study aims to examine the social media management strategy of the instagram account @vokafe_ipb in building vokafe’s brand image. The study used an observational method with descriptive qualitative approach on the instagram account @vokafe_ipb. The research focused on content management, communication strategis used, and their contribution to the formation of brand image among the main audience, particularly students of the IPB Vocational School. The results show that vokafe’s instagram management has been carried out in accordance with the Circular Model of Some theory, which consists of four aspects : share, optimize, manage, and engage. The contribution of instagram management to Vokafe’s brand image was analyzed using Kotler and Keller’s concept which includes three aspects : strength of brand associations, favaorability of associations, and uniqueness of brand associations. Interview results from informants indicate that instagram is able to strength brand associations, create positive perceptions, and bulid brand uniqueness. Therefore this study concludes that vokafe’s instagram management contributes to the formation of brand image, especially amon studentys of the IPB Vocational School.]]>
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