The Influence of Content Marketing on Instagram @museum_tekstiljkt Toward Follower Engagement Online During Pandemic

DOI

10.2991/978-2-494069-73-2_12How to use a DOI?

Keywords

content marketing; Instagram; follower; customer engagement

Abstract

The change of marketing to the digital is unavoidable particularly when targeting millennials and generation Z markets. Due to the pandemic, the Textile Museum Jakarta faced a downturn in visitors as a lockdown policy was implemented, thus reactive marketing strategy using social media is an option. This research’s purpose was to identify how attractive content marketing @museum_tekstiljkt and its impact on customer engagement, as well as the influence of content marketing on customer engagement. Using the quantitative descriptive method, observation on the Instagram account and a survey using questionnaires to 101 followers from October 2020 until October 2021 were conducted. The results showed that content marketing @museum_tekstiljkt pulled the interest of followers and there was a high customer engagement even though the museum was closed during the pandemic. The results of regression and T-tests showed a constant result of 3.083, a content marketing value of 0.462, and a significance value of 0.000 < 0.05. it means the hypothesis of content marketing at IG significantly affected Textile Museum’s customer engagement. Content marketing contributed 68% of customer engagement, and 32% was influenced by other unobserved factors such as the environment. It can be concluded that content marketing on IG accounts @museum_tekstiljkt was fascinating with great customer engagement. Content marketing brought the foremost role in customer engagement which implied for Museum created emotional content using bright colors and mentioning promotional prices. Also, it is expected to reply to every comment, provide gimmicks such as quizzes as well as routinely post content marketing to maintain customer relationship.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Ismayanti Istanto
AU  - Nifata Ridha Salsabila
PY  - 2022
DA  - 2022/12/26
TI  - The Influence of Content Marketing on Instagram @museum_tekstiljkt Toward Follower Engagement Online During Pandemic
BT  - Proceedings of the International Academic Conference on Tourism (INTACT) "Post Pandemic Tourism: Trends and Future Directions" (INTACT 2022)
PB  - Atlantis Press
SP  - 152
EP  - 165
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-73-2_12
DO  - 10.2991/978-2-494069-73-2_12
ID  - Istanto2022
ER  -