Instagram: its roles in management of Islamic banks

Abstract

Purpose This study aims to explore Instagram’s role in management practices of Islamic banks, particularly in Indonesia. The facts that presently Instagram is one of the fastest-growing social media platforms globally and Indonesia has the fourth highest number of Instagram users make this study increasingly relevant to observe how Instagram assists businesses in training trust by engaging users through visual content. Design/methodology/approach A comparison and an analysis of nine Indonesian Islamic banks’ use of Instagram was conducted, considering whether Instagram can potentially serve as a low-cost channel to promote the products and services of Islamic banks to a broader audience, including strategies that work/do not work well to be applied in managing the banks’ Instagram accounts. This aim also aligns with Islamic banks’ desire to boost market share, particularly in Indonesia, which has the largest Muslim population globally. Findings In the course of qualitative research, this study finds that the nine Islamic banks use Instagram for marketing and promotional activities, which boosts engagement with current and potential customers, provides better information access and promotes the banks’ brand identity publicly. Despite these achievements, most Indonesian Islamic banks still tend to use Instagram as a one-way rather than a two-way communication channel, reflecting the findings of previous studies. Originality/value There is little guidance about social media’s role in management practices of financial institutions in general and even less for Islamic banks; hence, we summarize how Islamic banking practitioners and business leaders use Instagram to enhance public engagement. Furthermore, because Islamic banks have unique characteristics that distinguish them from their conventional counterparts, we also review aspects of Sharia-related compliance related to social media use (particularly Instagram) at Islamic banks.

Customer loyalty to Islamic banks: Evidence from Indonesia

“…These results conclude that BI plays an important role in building CE that in turn leads to customer loyalty in state-owned Islamic banks. This also extends the scope of Rahmawati et al (2019) who reveal that Indonesian Islamic banks use Instagram to enhance their promotional activities and provide better information about their BI that drives CE and improves customer loyalty irrespective of the type of bank. CE mediates the relationship between CS and customer loyalty (H17) in state-owned Islamic banks.…”

Digital zakāh campaign in time of Covid-19 pandemic in Indonesia: a netnographic study

“…Furthermore, such campaign in social media also has been done by Islamic financial institutions (IFIs), such as Islamic banks (IBs). Studies, such as Muhammad et al (2019), Rahmawati et al (2019) and Mohd Thas Thaker et al (2020) have discussed such topics, respectively in United Arab Emirates (UAE), Indonesia and Malaysia. Muhammad et al (2019) and Rahmawati et al (2019) share similar findings on the benefits from campaign in social media (i.e.…”

“…Studies, such as Muhammad et al (2019), Rahmawati et al (2019) and Mohd Thas Thaker et al (2020) have discussed such topics, respectively in United Arab Emirates (UAE), Indonesia and Malaysia. Muhammad et al (2019) and Rahmawati et al (2019) share similar findings on the benefits from campaign in social media (i.e. providing better information, promoting brand identity and engaging with current and potential customers).…”

“…This paper offers a novelty on several points. The elaboration of digital zakāh campaign may extend Rahmawati et al (2019) discussion of social media’s role in the practices of Islamic finance in Indonesia, chiefly in a detailed reference of Islamic social finance institution. Furthermore, this study is theoretically significant in the discourse of Islamic marketing.…”

Analisis Customer Engagement pada Akun Instagram @Oksigen_Cafe Menggunakan The Circular Model of Some

“…Para admin mengunggah berbagai informasi dan kegiatan, sertta membalas komentar dan Direct Message yang dikirim oleh followers. Hal ini tentu relevan sekali dengan tujuan dari keberadaan media sosial yang menjadi sarana berlangsungnya komunikasi dan interaksi dua arah antara pelanggan dengan perusahaan atau secara umum antarpengguna (Rahmawati et al, 2020;Kadry & Khaled, 2019;(Elefant, 2011). Itulah sebabnya media sosial menjadi wadah yang tepa tantara pemilik suatu komunitas, lembaga, atau perusahaan dengan publiknya (Hajati et al, 2018).…”