Articles

The Influence of Interactivity and Ephemerality of Instagram Advertisements in Shaping Perceived Value and Behavioral Intention

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Instagram stands out as a prominent platform, offering companies a valuable space to promote their offerings to a vast and diverse audience. To capture consumer interest, Instagram advertisements now incorporate innovative interactive features and ephemeral effects, enhancing their appeal and engagement. The objective of this study is to examine the influence of interactivity and ephemerality of instagram advertisements in shaping perceived value and behavioral intention. A quantitative research approach was employed in this study. Data from 239 participants were gathered through an online survey and analyzed utilizing SmartPLS 3.2.9 software employing Structural Equation Modeling. The findings indicate that the interactivity and ephemerality of Instagram Stories advertisements significantly influence three types of perceived value such as utilitarian, hedonic, and social value among female consumers of the fashion brand HeyLocal. Furthermore, these perceived values motivate positive behavioral intentions such as the intention towards social media activities, online search, and brand purchase. In contrast to social value, it was found that utilitarian and hedonic value do not directly impact brand purchase. In addition, our research revealed that consumers’ purchase decisions can be reinforced through their engagement in social media activities and online information search.

Instagram Coffee Shop Content Ideation for Pondok Aren (Bintaro) Community

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The development of the coffee shop industry in Bintaro, South Tangerang is becoming more numerous and varied, this has given rise to competition for customers. Therefor Coffee shop carries out Instagram activities as a channel to provide their content. However, 77.22% of coffee shops are dissatisfied with the performance of their Instagram. In the final project this aims to find out what content attracts the Bintaro Community and how this content influences brand equity. This study uses the PLS method with the independent variable Instagram Attractiveness (IA) and the dependent variables in the form of Brand Awareness (BA), Brand Image (BI), Perceived Quality (PQ), Brand Love (BL) and Brand Re-usage Intention (RI). Data collection used the Google form which was distributed to 210 respondents from the Bintaro community who use Instagram.

From the results of the study, it was found that the Instagram Attractiveness variable was accepted and had a positive impact on Brand Awareness, Brand Image, Perceived Quality. Brand Awareness, Brand Image, Perceived Quality variables were accepted and had a positive impact on Brand Love and Brand Re-usage Intention. However, the Brand Awareness variable for Brand Re-usage Intention is rejected. It can be concluded that Menu, Ambience and Event content at coffee shops are attractive types of content and will have a positive impact on Brand Equity. The solutions given to coffee shops are planning, creating, and also posting menu content, events and also ambience with viral marketing strategies, building Instagram themes for brand images, and also using photography techniques to create content.

Motivational Young Entrepreneur’s Personal Branding on Instagram: A Modest Crazy Rich Asian

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Individuals’ personal branding in social media convey meaning with particular signification. Interpretation of the image could rebuild and strengthen an individual’s public persona. Putri Tanjung, the CEO of a creative business has carried values as a young inspirational entrepreneur through her contribution and influence on society. This study aims to analyze the meaning of motivational content on the @putri_tanjung Instagram account. This paper discusses the signs and meaning of Putri Tanjung’s personal branding using Ferdinand de Saussure semiotics method. The findings show that there is intrinsic meaning in the motivation message presented in the message of each Instagram content selected in this study. The study identified components of personal branding used in the unit analysis which consists of values, skills, and behavior. This paper concludes that despite her family background, she does not represent herself based on the well-known conglomerate family, but as an inspirational individual with a work ethic.