Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship

Comparative Analysis of Facebook and Instagram as Web Promotion Tools

Authors
Vanessa Gaffar, Heny Hendrayati, M Harish Ferdiansyah Ifandha
Corresponding Author
Vanessa Gaffar
Available Online August 2016.
DOI
https://doi.org/10.2991/gcbme-16.2016.82How to use a DOI?
Keywords
Web Promotion, Social Media, Facebook, Instagram
Abstract
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.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
2016 Global Conference on Business, Management and Entrepreneurship
Part of series
Advances in Economics, Business and Management Research
Publication Date
August 2016
ISBN
978-94-6252-268-8
ISSN
2352-5428
DOI
https://doi.org/10.2991/gcbme-16.2016.82How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

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  - 2016 Global Conference on Business, Management and Entrepreneurship
PB  - Atlantis Press
SN  - 2352-5428
UR  - https://doi.org/10.2991/gcbme-16.2016.82
DO  - https://doi.org/10.2991/gcbme-16.2016.82
ID  - Gaffar2016/08
ER  -