Instagram Biodigitroops in Promoting Bio Farma
Case Study on Bio Farma Internal Influencers
- 10.2991/assehr.k.210617.009How to use a DOI?
- promotional content, content posting, company rules, digital influencers
Seeing the development of technology and internet in Indonesia and also the great opportunities for promotion, Bio Farma also uses the social media of its employees who are members of Biodigitroops as a means of publicity and company promotion. The research objective was to identify and analyze Biodigitroops Instagram in promoting Bio Farma. This research uses qualitative methods with a case study approach. The results showed that Bio Farma has an internal program by forming an internal influencer named Biodigitroops. Biodigitroops has a duty to promote Bio Farma in their personal accounts according to the characteristics of each member of Biodigitroops. Biodigitroops uses a storytelling style to make the content more attractive to its followers. The results turned out to be positive, namely that many followers who asked about vaccines were included in the comments column and direct messages on Instagram of Biodigitroops members. Biodigitroops members can upload Bio Farma promotional content according to their initiatives without having to wait for content directions from Bio Farma but still have to comply with the social media regulations set by the company.
- © 2021, 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 - Yuni Miyansari AU - Neni Yulianita PY - 2021 DA - 2021/06/19 TI - Instagram Biodigitroops in Promoting Bio Farma BT - Proceedings of the Social and Humanities Research Symposium (SORES 2020) PB - Atlantis Press SP - 35 EP - 40 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210617.009 DO - 10.2991/assehr.k.210617.009 ID - Miyansari2021 ER -