Social value on Instagram: an analysis of Instagram content of Indonesia social enterprise
Ira Dwi Mayangsari1, Alila Pramiyanti2, Fatimah Abdillah3
1,2Telkom University, Bandung, Indonesia
3 Sekolah Tinggi Ilmu Ekonomi Pandu Madania, Bogor, Indonesia
Abstract
Instagram promotion can influence consumers- emotion in their process of deciding to buy a product of the brand. For social enterprises (SEs), sharing their social value to consumers not only for selling their product but also building emotional bounding. This paper aims to construct SEs visualization of their social value in their Instagram through a content analysis of visual information (pictures) and textual information (caption and hashtags). This work principally focuses on digital photography theory and persuasive communication on ten selected posting with highest responds from followers from three SEs. The result of this study indicates composition and filter as photography technic that mainly used in the Instagram posting while commitment, liking and social proof are the most common used in in persuasive technic.
Keywords: Social enterprise, social value, instagram
Topic: Marketing Management