Analysis of post characteristic on online engagement and online behavior
List of Authors
  • Athalia Mutiara Laksmi , Shimaditya Nuraeni

Keyword
  • Social media marketing, Customer engagement, Download intention, Instagram contents, Kruskal-Wallis, Mann-Whitney.

Abstract
  • Content marketing is one indicator that creates high influences on business performance. The key of content marketing is to deliver valuable content to customers so it can reach customer engagement and customers’ download intention. Instagram is one of platforms that is often used by companies to do marketing. On Instagram, companies usually post some contents to interact with their customers. The higher the engagement from customers means that a company can establish good relationships with consumers. The purpose of this study is to discover response differences towards online engagement and online behavior with various content typologies using different posting types. By using Mann-Whitney and Kruskal-Wallis. There are four findings generated from this research. First, there is a difference on online engagement with product awareness content using different types of posts. Second, there is a difference on online behavior with brand awareness content using different types of posts. Third, there are response differences in various content type using video on online engagement. Fourth, there are response differences in various content type using photo on online engagement and online behavior. The output of this research will be used as the recommendation for marketing strategy to reach customers’ engagement and download intention.

Reference
  • 1. Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2018). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 1177-1190.

    2. Al-Gasawneh, J. & Al-Adamat, A. (2020). The mediating role of e-word of mouth on the relationship between content marketing and green purchase intention. Management Science Letters.

    3. Chemela, S.R.M. (2019). The Relation Between Content Typology and Consumer Engagement In Instagram. Universidade Católica Portuguesa.

    4. Coursaris, C. K., Van Osch, W., & Balogh, B. A. (2013). A Social Media Marketing Typology: Classifying Brand Facebook Page Messages for Strategic Consumer Engagement. European Conference on Information Systems, 1–12.

    5. Gong,X. (2014). Strategic Customer Engagement on Instagram a Case of Global Business to Customer (B2C) Brands, Master of Science Thesis Stockholm, Sweden, 2014.

    6. Jiang, Y., Thanabordeekij, P., & Chankoson, T. (2018). Factors Influencing Chinese Consumers’ Purchase Intention for Thai Products and Travel in Thailand from Thai Dramas and Films. SSRN Electronic Journal. doi:10.2139/ssrn.3226591

    7. Kurniawati, E. (2017). HUBUNGAN ANTARA MENONTON IKLAN LINE WEBTOON DI TELEVISI DENGAN MINAT PENGUNDUHAN APLIKASI DI SMARTPHONE. Fakultas Ilmu Sosial dan Ilmu Politik Universitas Lampung.

    8. Miles, J. (2013). “Instagram Power: Build Your Brand and Reach More Customers with the Power of Pictures”, McGraw-Hill, New York.

    9. Langton S. (2010). Gaze Perception and Visually Mediated Attention. In: Adams JR, Ambady N, Nakayama K & Shimojo S (eds.) The Science of Social Vision. Oxford Series in Visual Cognition. Oxford: Oxford University Press.

    10. Pujasari, L. P. (2018). Penggunaan Media Sosial oleh Digital Native. Ilmu Komunikasi, vol.15, no.1.

    11. Ruffolo, Bob (2017). “What is Content Marketing?”. Retrieved March 4, 2020 from: https://www.impactbnd.com/what-is-content-marketing.

    12. Prentice, C., Han, X., Hua, L. and Hu, L. (2019). The influence of identity-driven customer engagement on purchase intention. Journal of Retailing and Consumer Services, vol.47. doi: 10.1016/j.jretconser

    13. Santoso, A., Baihaqi, I. and Persada, S. (2017). Pengaruh Konten Post Instagram terhadap Online Engagement: Studi Kasus pada Lima Merek Pakaian Wanita. JURNAL SAINS DAN SENI ITS, vol. 6, no.1, pp. 1-2.

    14. Sharma G. (2018). Who Do Brands Prefer Instagram Over Other Social Media Platforms? Omnicore. Available: https://www.socialpilot.co/blog/instagram-over-other-social-media-platform

    15. Weerasinghe, K. (2019). IMPACT OF CONTENT MARKETING TOWARDS THE CUSTOMER ONLINE ENGAGEMENT. International Journal of Business, Economics and Management, vol. 2, no.3, pp.217-2018.