<![CDATA[The development of social media has driven the transformation of Corporate Social Responsibility (CSR) communication from a one-way model toward a more interactive and participatory approach. Although various studies have examined the use of Instagram in CSR communication, most still focus on the publication and promotion of corporate programs. Therefore, this study aims to analyze the use of Instagram as a participatory communication medium in Bank BJB’s Integrated Community Economic Empowerment Program (PESAT). This study employs a qualitative approach with data collection techniques including in-depth interviews and document analysis. The results indicate that Instagram serves as a medium for information, participation, and education in supporting MSME empowerment programs. The use of Instagram not only serves as a means of disseminating information and expanding program communication but is also used to support community engagement and strengthen the capacity of MSME actors. The novelty of this study lies in the analysis of Instagram as a participatory communication medium in community-empowerment-based CSR programs. This study contributes to the development of research on digital CSR communication, particularly regarding the use of social media to strengthen community engagement in empowerment programs.]]>
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