The Efficacy of Instagram in Event Marketing: An Empirical Study of Engagement Strategies
Efektivitas Penggunaan Instagram dalam Pemasaran Acara: Analisis Empiris atas Strategi Keterlibatan Audiens
DOI:
https://doi.org/10.35877/454RI.daengku3214Keywords:
Instagram, Branding, Promotion, Visualization, ProductAbstract
This study examines the effectiveness of Instagram as a promotional tool for event organizers in Makassar, specifically focusing on PT. Slemmersindo's strategies. Utilizing qualitative data gathered through interviews with marketing managers, event coordinators, content creators, graphic designers, and customers, as well as observational analysis of the company's Instagram account, the research provides insights into audience engagement and brand visibility. The results reveal that high-quality visual content and consistent branding significantly enhance audience interaction and emotional connection. Additionally, creative and engaging posts not only attract attention but also foster strong relationships with potential customers. The findings suggest that effective use of Instagram allows event organizers to differentiate their brands and provide unique experiences, ultimately improving customer satisfaction and event attendance. Overall, the study highlights the integral role of strategic social media practices in the contemporary event marketing landscape, underscoring the importance of understanding audience preferences and delivering tailored content.
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Sousa, M., Gonçalves, C., Biscaia, R., & Carvalho, M. J. (2024). Service quality, satisfaction and behavioural intentions in sport child camps: participants and parents’ perspectives. International Journal of Sports Marketing and Sponsorship, 25(1). https://doi.org/10.1108/IJSMS-10-2022-0183
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Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1). https://doi.org/10.1007/s11747-019-00695-1
Argyris, Y. A., Wang, Z., Kim, Y., & Yin, Z. (2020). The effects of visual congruence on increasing consumers’ brand engagement: An empirical investigation of influencer marketing on instagram using deep-learning algorithms for automatic image classification. Computers in Human Behavior, 112. https://doi.org/10.1016/j.chb.2020.106443
Bae, J. H., & Jeon, H. M. (2022). Exploring the Relationships among Brand Experience, Perceived Product Quality, Hedonic Value, Utilitarian Value, and Brand Loyalty in Unmanned Coffee Shops during the COVID-19 Pandemic. Sustainability (Switzerland), 14(18). https://doi.org/10.3390/su141811713
Barbosa, B., Simões, D., & Leal, F. (2022). Young Adults’ Views on Digital Storytelling Campaigns. In Innovar (Vol. 32, Issue 83). https://doi.org/10.15446/innovar.v32n83.99450
Butler, R. (2014). Addressing seasonality in tourism: The development of a prototype. In Paper pesented at the Punta del Este ….
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2021). Be creative, my friend! Engaging users on Instagram by promoting positive emotions. Journal of Business Research, 130. https://doi.org/10.1016/j.jbusres.2020.02.014
Challa, A., & Anute, N. (2021). The Effectiveness of Instagram Content Marketing on Brand Building of a Company. Journal of Sales, Service and Marketing Research, 2(2). https://doi.org/10.46610/jssmr.2021.v02i02.001
Chatterjee, S., Ghatak, A., Nikte, R., Gupta, S., & Kumar, A. (2023). Measuring SERVQUAL dimensions and their importance for customer-satisfaction using online reviews: a text mining approach. Journal of Enterprise Information Management, 36(1). https://doi.org/10.1108/JEIM-06-2021-0252
Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3). https://doi.org/10.1108/APJML-04-2019-0262
Cindy Mutia Annur. (2024, March 1). Ini Media Sosial Paling Banyak Digunakan di Indonesia Awal 2024. Katadata.Co.Id.
Creswell., J. W. (2017). Qualitative inquiry and research design?: choosing among five approaches - 3rd edition. In ????????? ???????.
Diniati, A., Salma, A. N., Lestari, M. T., Devi, N. L. P. F. S., & Tasliman, C. A. (2022). Utilization of Instagram by Glamping Legok Kondang Ciwidey as a Promotion Media during the Pandemic. TRJ Tourism Research Journal, 6(1). https://doi.org/10.30647/trj.v6i1.134
Dragin-Jensen, C., Kwiatkowski, G., Hannevik Lien, V., Ossowska, L., Janiszewska, D., Kloskowski, D., & Strzelecka, M. (2022). Event innovation in times of uncertainty. International Journal of Event and Festival Management, 13(4). https://doi.org/10.1108/IJEFM-07-2021-0063
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Firdausy, C. M. (2023). Rehabilitating the tourism sector post Covid-19 pandemic: lesson learnt from Indonesia. International Journal of Tourism Policy, 13(4). https://doi.org/10.1504/IJTP.2023.132226
Foroudi, P., Gupta, S., Kitchen, P., Foroudi, M. M., & Nguyen, B. (2016). A framework of place branding, place image, and place reputation: Antecedents and moderators. Qualitative Market Research, 19(2). https://doi.org/10.1108/QMR-02-2016-0020
Horng, J. S., Liu, C. H., Chou, H. Y., & Tsai, C. Y. (2012). Understanding the impact of culinary brand equity and destination familiarity on travel intentions. Tourism Management, 33(4). https://doi.org/10.1016/j.tourman.2011.09.004
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2–3). https://doi.org/10.1080/13527260902757530
Kemenparekraf/Baparekraf RI. (2023, July 13). NEWA-based Tourism: Post-Pandemic Tourism Trends. Ministry of Tourism and Creative Economy / Tourism and Creative Economy Agency.
Kim, J. J., & Lee, C. J. (2022). A Tourist’s Gaze on Local Tourism Governance: The Relationship among Local Tourism Governance and Brand Equity, Tourism Attachment for Sustainable Tourism. Sustainability (Switzerland), 14(24). https://doi.org/10.3390/su142416477
Kotler, P. (2015). Manajemen Pemasaran Edisi Milenium. In Manajemen Dan Bisnis Indonesia (Vol. 27, Issue ekonomics).
Kusumawati, A., & Rahayu, K. S. (2020). The effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty. TQM Journal, 32(6). https://doi.org/10.1108/TQM-05-2019-0150
Lexy J, M. (2019). Metodologi Penelitian Kualitatif. Bandung, Remaja Rosdakarya.
Li, Y., & Xie, Y. (2020). Is a Picture Worth a Thousand Words? An Empirical Study of Image Content and Social Media Engagement. Journal of Marketing Research, 57(1). https://doi.org/10.1177/0022243719881113
Lima, J., Teixeira, S., & Moreira, J. (2024). Digital Storytelling Impact on Consumer Engagement. Smart Innovation, Systems and Technologies, 344. https://doi.org/10.1007/978-981-99-0333-7_22
Lin, Y. H., & Lee, T. H. (2020). How the authentic experience of a traditional cultural festival affects the attendee’s perception of festival identity and place identity. International Journal of Event and Festival Management, 11(3). https://doi.org/10.1108/IJEFM-12-2019-0061
Momani, H. R., Som, A. P. M., Al Qassem, A., Salim, M. A. M., & Eppang, B. M. (2023). THE EFFECTS OF SEASONALITY ON MICE TOURISM DEMAND IN JORDAN. Planning Malaysia, 21(6). https://doi.org/10.21837/PM.V21I30.1412
Palazzo, M., Vollero, A., Vitale, P., & Siano, A. (2021). Urban and rural destinations on Instagram: Exploring the influencers’ role in #sustainabletourism. Land Use Policy, 100. https://doi.org/10.1016/j.landusepol.2020.104915
Papadaki, E. (2024). Promoting Green Tourism Synergies with Cultural and Creative Industries: A Case Study of Greece. Sustainability (Switzerland), 16(2). https://doi.org/10.3390/su16020633
Purnomo Aji, B., Widiyani Roosinda, F., & Ekantoro, J. (2022). IMPLEMENTASI KONTEN KREATIF @MAHARAGUNG. ORGANIZER DALAM MEMBANGUN BRAND AWARENESS. Jurnal Administrasi Publuk Dan Ilmu Komunikasi, 9(1). https://doi.org/10.55499/intelektual.v9i1.66
Riza Zalzabilah Hadi Syahputri, Muhammad Arfin Muhammad Salim, & Islahuddin. (2024). Enhancing Hotel Room Bookings through Instagram Marketing. Journal of Economic Education and Entrepreneurship Studies, 5(2), 218–227. https://doi.org/10.62794/je3s.v5i2.3324
Rogerson, C. M. (2005). Conference and exhibition tourism in the developing world: The South African experience. Urban Forum, 16(2–3). https://doi.org/10.1007/s12132-005-1004-x
Ronald, K., Callixte, K., Emmy, T., & Pascal, N. (2020). Rwanda’s Innovative Marketing Strategies and Influence on Tourism Development: Case of Northern Tourist Destinations in Rwanda. Journal of Research Innovation and Implications in Eductation, 4(2).
Ronald, K., Seun, A. A., & Abel, C. (2022). Rwanda Mice Strategy and Its Influence on the Tourism Industry. Case Study of Rwanda Convention Bureau. African Journal of Tourism and Hospitality Management, 1(1). https://doi.org/10.37284/ajthm.1.1.1034
Salim, M. A. Bin, Ibrahim, N. A. B., & Hassan, H. (2012). Language for Tourism: A Review of Literature. Procedia - Social and Behavioral Sciences, 66. https://doi.org/10.1016/j.sbspro.2012.11.255
Salunke, P., & Jain, V. (2022). INSTAGRAM MARKETING (2015–2021): A REVIEW OF PAST TRENDS, IMPLICATIONS, AND FUTURE RESEARCH. In Review of Management Literature (Vol. 1). https://doi.org/10.1108/S2754-586520220000001007
Shahrin, M., Ab Wahid, R., & Mohamed Isa, A. (2022). Forward Thinking in Building Sustainability Practice in Malaysia: A New Trend in Evaluating the Digital Brand Storytelling in Malaysian Social Enterprise Brand. European Journal of Business and Management Research, 7(3). https://doi.org/10.24018/ejbmr.2022.7.3.1458
Shin, S., & Xiang, Z. (2020). Social media-induced tourism: A conceptual framework. E-Review of Tourism Research, 17(4).
Siryayasa, I. N., Sudarmi, S., Ridwan, M., Salim, M. A. M., & Rahmayanti, F. (2024). Influencer: Sumber Daya Promosi yang Ramah Wisatawan Milenial. Briliant: Jurnal Riset Dan Konseptual, 9(1), 38. https://doi.org/10.28926/briliant.v9i1.1797
Sousa, M., Gonçalves, C., Biscaia, R., & Carvalho, M. J. (2024). Service quality, satisfaction and behavioural intentions in sport child camps: participants and parents’ perspectives. International Journal of Sports Marketing and Sponsorship, 25(1). https://doi.org/10.1108/IJSMS-10-2022-0183
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif, dan Kombinasi (Mixed Methods).
Swaminathan, V., Schwartz, H. A., Menezes, R., & Hill, S. (2022). The Language of Brands in Social Media: Using Topic Modeling on Social Media Conversations to Drive Brand Strategy. Journal of Interactive Marketing, 57(2). https://doi.org/10.1177/10949968221088275
Volgger, M., Erschbamer, G., & Pechlaner, H. (2021). Destination design: New perspectives for tourism destination development. Journal of Destination Marketing and Management, 19. https://doi.org/10.1016/j.jdmm.2021.100561
Vu, T. (2021). Service Quality And Its Impact On Customer Satisfaction. Research Gate, March.
Wang, H., Hu, T., & Wu, H. (2023). Tourism demand with subtle seasonality: Recognition and forecasting. Tourism Economics, 29(7). https://doi.org/10.1177/13548166231184300
Wooley, B., Bellman, S., Hartnett, N., Rask, A., & Varan, D. (2022). Influence of dynamic content on visual attention during video advertisements. European Journal of Marketing, 56(13). https://doi.org/10.1108/EJM-10-2020-0764
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2025-01-02
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Muhammad Salim, M. A., & Asyifa, M. S. . (2025). The Efficacy of Instagram in Event Marketing: An Empirical Study of Engagement Strategies : Efektivitas Penggunaan Instagram dalam Pemasaran Acara: Analisis Empiris atas Strategi Keterlibatan Audiens. Daengku: Journal of Humanities and Social Sciences Innovation, 5(1), 78–87. https://doi.org/10.35877/454RI.daengku3214
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