What makes you lovable: an analysis of fashion brand Instagram post in Indonesia

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dc.contributor.author Wibisono, Christian
dc.contributor.author Tanimukti, Ivan Prasetya
dc.contributor.author Wardhono, Vincentius Josef Wisnu
dc.contributor.author Anggawijaya, Agus Hasan Pura
dc.date.accessioned 2017-11-30T08:10:14Z
dc.date.available 2017-11-30T08:10:14Z
dc.date.issued 2016
dc.identifier.other maklhsc329
dc.identifier.uri http://hdl.handle.net/123456789/4475
dc.description Makalah dipresentasikan pada GAMMA Conference. Global Alliances of Marketing & Management Associations. Hongkong, China, 21-24 July 2016. en_US
dc.description.abstract Social media has quickly becoming tools of choice for communicating between brands and their customers. Among all social medias, instagram is seen as the most effective one, especially for fashion brands. Instagram’s main function to share videos and pictures is suitable with visual communication methods that is often being used by fashion brands. Posts with high amount of likes and positive comments may increase brand awareness and can easily trigger positive e-WOM (Electronic Word of Mouth) among customers and potential customers. Why is communicating with consumers very important? Because in this era consumers are brands’ most trustworthy and loyal marketers for company’s products (Çukul, 2015). Customers are likely to believe review from their families and friends rather than reviews that is being written by the company itself (Chang, 2014). Realizing the importance of nurturing positive word of mouths among customers, this paper is going to use qualitative analysis to analyze Instagram posts of well-known local fashion brands. Content of Instagram account of researched brands are being examined according to post type (photo / video), content type (9 elements), number of likes and reviews, photo type (amateur / professional), and shooting place (studio / outdoor / shops). Analysis is conducted to understand what kind of Instagram post that will give positive feedback from their customers. The result of this paper will serve as guidance for company to tailor interesting and engaging post hence increasing the probability of creating positive e-WOM. en_US
dc.language.iso en en_US
dc.publisher Global Alliances of Marketing & Management Associations en_US
dc.subject COMMUNICATION en_US
dc.subject BRANDING en_US
dc.title What makes you lovable: an analysis of fashion brand Instagram post in Indonesia en_US
dc.type Conference Papers en_US

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