‘Seguindo!’ Marketing digital, Instagram e consumo

Silva, Sabrina Maria Barbosa Quintiliano e; Cordeiro, Adriana Tenório

doi:10.32888/cge.v8i2.42263

Cited by 4 publications

(2 citation statements)

References 3 publications

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“…Apart from that, this research also conducted an evaluation analysis of digital marketing on Indoluxe Hotel Jogjakarta social media using the 5I model developed by Forrester (Silva & Morais, 2020). The 5I model involves five variables that can measure the level of involvement, interaction, intimacy, influence and individuality of digital marketing carried out by a business, in this case the hotel business (Simpson & Ayeh, 2017).…”

Section: Resultsmentioning

confidence: 99%

Digital marketing model on Hospitality business’s social media

Carla Puspita,

Prayudi,

Arief Sosiawan

2024

J. Commun.

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The increasing growth of hotels from year to year has resulted in increasingly tight competition in the hotel business in Yogyakarta. In order to win competitive business competition, Indoluxe Hotel Jogjakarta carries out digital marketing through social media in its promotional activities. Social media in the current digital era has no doubt about its existence and has an important role in building relationships between hotels and customers. The aim of this research is to find a digital marketing model on Indoluxe Hotel Jogjakarta social media. The method used in this research uses a qualitative approach by collecting data through interviews, documents and analysis on Indoluxe Hotel Jogjakarta social media. The object of this research is Indoluxe Hotel Jogjakarta's social media with the research subject being the sales & marketing department which manages Indoluxe Hotel Jogjakarta's social media. Overall, digital marketing on social media that has been carried out by Indoluxe Hotel Jogjakarta has implemented the right steps. This can be seen from the results of analysis and evaluation using Forrester's 5I model so that hotels can find out whether the social media they run has an impact on business or vice versa. The results of this research found a digital marketing model on Indoluxe Hotel Jogjakarta social media by dividing the model into three aspects, namely planning, action and involvement. Planning phase to build brand, product and service awareness. The action phase is the stage where the brand, in this case the Indoluxe Hotel Jogjakarta, can interact with customers. Lastly, namely engagement where Indoluxe Hotel Jogjakarta maintains relationships to create customer loyalty.

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Section: Resultsmentioning

confidence: 99%

Digital marketing model on Hospitality business’s social media

Carla Puspita,

Prayudi,

Arief Sosiawan

2024

J. Commun.

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“…Most use official social media accounts because with official accounts the information submitted is certainly valid and easy to interact with users who are followers of non-government, communities, and so on. Some examples of social media platforms that are often used as official accounts are YouTube and Instagram (Silva & Morais, 2020).…”

Section: Introductionmentioning

confidence: 99%

Utilization of Instagram social media as a means of promotion and preservation of Javanese Culture (Qualitative descriptive study on Instagram account @bpnb.diy)

Afriandi,

Anisa

2023

Sylection.

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This research discusses the utilization of Instagram as a means of promoting and preserving Javanese culture on the Instagram account of bpnb diy. The aim of this research is to understand the utilization of Instagram as a tool for promoting and preserving Javanese culture on the bpnb diy Instagram account and to comprehend the supporting factors and barriers to its utilization. The research method used is descriptive research with a qualitative approach. The data collection techniques include observation, interviews, and documentation. Data analysis techniques utilize Miles and Huberman's analysis, consisting of three stages: data reduction, data display, and conclusion drawing. The research results indicate that bpnb diy, has effectively utilized Instagram as a means of promoting Javanese culture. The activities conducted include: Uploading (1) Javanese cultural content. Collaborating with cultural communities.(2) Organizing contests and thematic events.(3)Using relevant hashtags. The impact of this promotion includes an increase in the number of cultural enthusiasts, as evident from the number of followers, comments, and Instagram insights. However, there are challenges faced, such as a lack of understanding of how to use Instagram effectively, inactive participation from the community, and a shortage of creative resources

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Item response theory-based validation of a quality of digital marketing actions on Instagram business accounts measurement instrument

Souza,

Silva

2024

Preprint

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Digital environments have become critical channels for information transmission, enabling companies to expand their presence across various market segments and enhance their product and service offerings. The increasing prominence of social media platforms has made it necessary for companies to invest significantly in digital marketing techniques. In light of this, this article aims to develop a scale for measuring the quality of digital marketing actions on Instagram business accounts. Methodologically, we employed Full-Information Item Factor Analysis in conjunction with the Graded Response Model from Item Response Theory (IRT) to evaluate the measurement instrument items. A set of 22 items was created based on technical characteristics such as interactivity, usability, and information presentation, drawing from existing literature. Subsequently, this instrument was applied to a sample of 313 Instagram business accounts. From this analysis, a final set of 13 items exhibited good psychometric properties and formed the ultimate measurement tool. The generated scale comprises six levels, ranging from very inappropriate to very appropriate, and effectively classifies the quality of digital marketing actions on Instagram business accounts. Interestingly, our findings indicate that a significant portion of the evaluated accounts are still in the early stages of digital marketing maturity, with lower adequacy levels. Many of the examined Instagram accounts have the potential to enhance their strategies for more impact.

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‘Seguindo!’ Marketing digital, Instagram e consumo

Cited by 4 publications

References 3 publications

Digital marketing model on Hospitality business’s social media

Digital marketing model on Hospitality business’s social media

Utilization of Instagram social media as a means of promotion and preservation of Javanese Culture (Qualitative descriptive study on Instagram account @bpnb.diy)

Item response theory-based validation of a quality of digital marketing actions on Instagram business accounts measurement instrument

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