EXPLORING INSTAGRAM BRAND POST CHARACTERISTICS DRIVING CUSTOMER ENGAGEMENT IN THE FOOD AND BEVERAGE INDUSTRY (STUDY CASE: EATZY INDONESIA)

• Main Author: Maulida Hidayah, Firstya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75617
• Institution: Institut Teknologi Bandung

Instagram is a significant marketing platform that necessitates the implementation of effective content marketing practices by businesses to prevent customer rejection. Recognizing the interactive nature of social media, which enables two-way communication between companies and their customers, customer engagement becomes a pivotal aspect. By fostering customer engagement, businesses can build stronger relationships with their audience and enhance brand recognition. Eatzy Indonesia, a food and beverage company based in Bandung, is currently experiencing low customer engagement on Instagram, with an engagement rate below the ideal benchmark and a lack of comments and likes per post. Hence, Eatzy Indonesia aims to explore the characteristics of Instagram brand content in the FnB industry that drive customer engagement. This study seeks to identify the specific attributes and elements within Instagram posts that contribute to higher levels of engagement, particularly in the form of like and comment. Qualitative methods with grounded research were employed, conducting semi-structured in-depth interviews with 10 active Instagram users who engaged with F&B business Instagram content through liking or commenting. The collected data underwent coding analysis and theoretical triangulation for validation. The findings identified distinct characteristics for driving likes (personalized content approach, vividness, novelty, product integration, information richness, remunerative content, the sensory experience) and comments (personalized content approach, remunerative content, interactivity, information inadequacy). The findings from this research will serve as a recommendation for Eatzy Indonesia's content marketing strategy to enhance customer engagement on Instagram.