THE IMPACT OF BRAND STORY IN TOZI COZY’S CUSTOMER ENGAGEMENT ON INSTAGRAM

• Main Author: Haikal Azhari (NIM 19014084 ), Muhamad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23165
• Institution: Institut Teknologi Bandung

Nowadays, many brands are trying hard to grab customer’s attention and engagement by creating the most unique strategy. Brand story is one of the tools to deliver the brand message and it’s believed that brand story can influence the engagement. Therefore, this research proves whether the brand story can influence the customer engagement or not by comparing before and after implementing the story to their social media content. In <br /> <br /> this case, this research uses a clothing brand that is Tozi Cozy Clothing. Expectantly, this research will help brands in knowing that brand story can boost customer engagement and help customers know their brand better. The objective of this study is to know whether <br /> <br /> a brand story influence customer engagement or not, since the customer engagement has all behaviors that lead to transactions, and may be explicitly defined as behavioral manifestations of a customer that have a firm focus or brand and beyond acquisition. The finding uses experimental design to gather data by conducting an experiment implementing brand story to Tozi Cozy brand, the before and after implementation result will compare using a table comparison. Results indicated that brand, which has a brand story could boost the customer engagement <br />