CONTENT ANALYSIS OF FOOD INSTAGRAM ACCOUNT

• Main Author: Arden, Jessica
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72367
• Institution: Institut Teknologi Bandung

Instagram has become one of the fastest growing social networks of all time, reaching 400 million users since it was launched in October 2010. As Instagram is the top photo capturing and sharing application, food bloggers use it as the main social media to be integrated with their blog. Many companies promote their product through food Instagram account due to its popularity. The food bloggers are apart from the company and they work as an independent marketer. The purpose of this study is to decipher food Instagram account strategy by analyzing 40 food Instagram accounts in Indonesia. This study monitored and collected 13 weeks of the study subject’s timeline. It was followed by conducting content analysis. As the result, the strategy framework for food Instagram account is proposed by analyzing the Instagram features and the content management. The analysis of posting time and hashtag give some insights how to utilize Instagram features in order to reach high engagement from followers. The mass media theory such as Agenda Setting Theory, Two-Step Flow Theory and Media Richness theory should be applied considering the food Instagram account is functioned as mass media food related. Join the organization is highly recommended to assist each other by project sharing, creating strategies and exchanging information. The desired outcomes from this strategy are attitudinal loyalty, behavioral intent, and behavioral loyalty.