Online ISSN: 2515-8260

Keywords : Instagram

Impact Of Instagram Content On The Emotional Engagement Of Gen Z

Raja Fazliza RAJA SULEIMAN; Muhammad Fatihin MOHD FAUZI

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 8, Pages 3776-3783

This article study the role of content and emotion of Instagram posts that most capture the followers' attention, focusing especially on the Gen Z in Malaysia. Gen Z makes up to 26% of Malaysia’s population and has unique characteristics that set them apart from the Millennials and Baby Boomers, particularly in the way they consume content and relate to brands. The analysis done contributes to advance the existing feed type in Instagram content by examining the users’ engagement on video content virility of entertainment and breaking news feed among Gen Z. Instagram insights is used to extract data on the actual behavior of the “Kini Viral” page, which has 334000 followers. Two interaction metrics involved in this study which are likes and shares. Analysis done using Matlab shown that overall, Gen Z is more triggered by the entertainment content rather than the breaking news content. The followers tend to “like” the content posted, but not necessarily share the posts.

Brand Value Propositions Campaigns Through Social Media Instagram

Yuliani Dewi Risanti; Rafika Hani

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 1, Pages 3794-3802

Social media campaigns activities are increasingly carried out by company along with the increase in internet users in Indonesia. Through social media, company are able to create relations, reputations, and relevance with targeted market. The purpose of this study is to examine how social media campaigns is implemented in promoting Hijrah as brand value of Muslim Fashion product. This study used qualitative with case study method to elaborate four stages of a social media campaign: listening, strategic design, implementation and monitoring, and evaluation. Data collecting through observation, documentation and in-depth interviews with owners and employees of companies that are the object of research. The results showed that the company focused on the use of Instagram as a medium to communicate Hijrah as brand value propositions in social media campaigns activities. Besides, the rise of Instagram users and its user friendly, company believe that Instagram offers a form of more interactive communication through various feature that is not offered by other social media. Finding suggest, company should consider others social media application to be valuable asset to social media campaigns strategy.