ANALISIS KONTEN INSTAGRAM DALAM MEMBANGUN FOLLOWER ENGAGEMENT (Studi Pada Akun Instagram @tropicanaslim)

YASMIN, NYIMAS NAZWA and Nadjib, H. Abdul and Murti, Krisna (2024) ANALISIS KONTEN INSTAGRAM DALAM MEMBANGUN FOLLOWER ENGAGEMENT (Studi Pada Akun Instagram @tropicanaslim). Undergraduate thesis, Sriwijaya University.

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Abstract

The phenomenon of the widespread use of social media among business actors has made the term "digital marketing" increasingly discussed and being a relevant marketing strategy. Engagement, or user involvement, has become the most anticipated benefit. And Instagram has proven to be an effective social media platform in gaining engagement. Tropicana Slim is one of the examples of an Indonesian brand under PT Nutrifood Indonesia that utilizes Instagram to build engagement. This study aims to analyze and understand the characteristics of Tropicana Slim's content on Instagram in building follower engagement. The researcher used the Social Media Engagement theory by Aliza Sherman & Danielle Elliot Smith, employing the Quantitative Content Analysis method with a descriptive approach to the Instagram feed posts from @tropicanaslim from January 1, 2019, to September 30, 2023, with a total of 370 posts. The results show that in building follower engagement, Tropicana Slim focuses more on informative content with visualizations of it’s products and it’s iconic colors. Most of the content uses captions in the form of CTAs (Call to Action) with an informal tone and promotional message content. The comments received vary, with positive responses from the audience. However, unfortunately, communication in the comment section has not been fully two-way. Additionally, the hashtags used are focused on content-based hashtags, with only a few utilizing the mention and tag features.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Analisis Konten, Engagement, Instagram, Tropicana Slim
Subjects:	P Language and Literature > P Philology. Linguistics > P87-96 Communication. Mass media
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Nyimas Nazwa Yasmin
Date Deposited:	24 Jan 2025 15:19
Last Modified:	24 Jan 2025 15:19
URI:	http://repository.unsri.ac.id/id/eprint/166948

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