Comparative Analysis of Facebook and Instagram as Web Promotion Tools
- 10.2991/gcbme-16.2016.82How to use a DOI?
- Web Promotion, Social Media, Facebook, Instagram
Online industry is increasingly promising in line with the rapid development of technology in Indonesia. Brodo is one of the footwear brands in Indonesia using online media Facebook and Instagram as its web promotion tools. Both of the social media used have a high number of followers. The purpose of this study is to determine the followers perceptions on the use of social media Facebook and Instagram of Brodo, with the indicators of quality, reach, frequency, accessibility, usability, and immediacy. It also analyzes whether there is a difference between social media Facebook and Instagram of Brodo. This study is an exploratory survey and the subject of this study is followers of Facebook and Instagram of Brodo who have already bought the product. Sample used is 400 respondents (200 each for Facebook and Instagram). The analysis technique used is Mann-Whitney U-test using SPSS software. The results of the study show that Facebook as well as Instagram of Brado is perceived in a high category by the followers. Quality indicator has the highest score both for Facebook as well as Instagram. Using Mann-Whitney U-Test, there are significant differences between Facebook and Instagram of Brodo. Facebook is rated more superior than Instagram. The company needs to make a different strategy for these two social media since each of them has its own characteristics.
- © 2016, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Vanessa Gaffar AU - Heny Hendrayati AU - M Harish Ferdiansyah Ifandha PY - 2016/08 DA - 2016/08 TI - Comparative Analysis of Facebook and Instagram as Web Promotion Tools BT - Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship PB - Atlantis Press SP - 453 EP - 455 SN - 2352-5428 UR - https://doi.org/10.2991/gcbme-16.2016.82 DO - 10.2991/gcbme-16.2016.82 ID - Gaffar2016/08 ER -