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Content Analysis of Social Media : The Grounded Theory Approach
Brian Al Afwan, Manahan Siallagan, Utomo Sarjono Putro

a) School of Business Management, Bandung Institute of Technology

Jalan Ganesha 10, Bandung 40132, Indonesia


The purpose of this research was to unfolded factors of how instagram influencers create contents in social media. The model built by in-depth interviews with three influncers combined with literature review, and cross-checking social media sites. The factors proposed are : internal analysis, competitors analysis, and audience analysis. Unlike prior researchs, this is the first study explore how Indonesian influncers create their contents.

Keywords: content creation model, viral content, content analysis

Topic: Marketing


Conference: The 3rd International Seminar of Contemporary Research on Business and Management (ISCRBM 2019)

Plain Format | Corresponding Author (brian al afwan izwar)

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