ANALYSIS OF POST CHARACTERISTICS ON ONLINE ENGAGEMENT AND ONLINE BEHAVIOR

• Main Author: Mutiara Laksmi, Athalia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/48869
• Institution: Institut Teknologi Bandung

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 branding and 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. Consumer engagement was measured by people's reaction (likes and comments). The purpose of this study is to discover response differences towards online engagement and online behavior (download intention) with various content typologies using different posting types. Therefore, to get the attention of customers and increase download intention, content must be relevant with the brand’s mission, attractive and valuable. Ten hypotheses proposed to identify whether there is difference on consumer engagement and download intention with different post characteristics such as post types (video and photo) and content typology (brand awareness, product awareness and corporate social responsibility). By spreading an online questionnaire and gathering 260 respondents of Instagram active users. 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 (photo and video). Second, there is a difference on online behavior (download intention) with brand awareness content using different types of posts (photo and video). Third, there are response differences in various content type that uses video on online engagement. Fourth, there are response differences in various content type that uses photo on online engagement and online behavior. Additionally, a post with product awareness content is highly suggested if delivered using a photo to reach online engagement, while a post with brand awareness content is suggested using photo to reach download intention. As long as a post type is video, the most appropriate content is corporate social responsibility in order to gather customers’ online engagement and if a post type is photo, it is strongly recommended using brand awareness content to reach engagement and download intention. The output of this research will be used as the recommendation for Hear Me marketing strategy to reach customers’ engagement and download intention.