Proceedings of the Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2019)

The Effect of Social Media Destination Branding: The Use of Facebook and Instagram

Authors
Abdul Basit, Adie Dwiyanto Nurlukman, Achmad Kosasih
Corresponding Author
Abdul Basit
Available Online 20 May 2020.
DOI
https://doi.org/10.2991/assehr.k.200515.005How to use a DOI?
Keywords
social media, Facebook, Instagram, destination branding, Kampung Bekelir
Abstract
The growth of social media in terms of features and number of users makes its use broader, including in destination branding. The conventional destination branding model is transformed by utilizing social media, which tends to have a positive impact. This study attempted to find out about the effects of social media in the branding of Kampung Bekelir destinations in Tangerang City through Facebook and Instagram. The effects showed the branding of the destinations of Kampung Bekelir through image, recognition, and differentiation on Facebook and Instagram of Kampung Bekelir, which did not cause a positive outcome. In general, the use of social media in destination branding does not always guarantee effectiveness, but also depends on how the users involved in branding to create creative and interesting content in promoting their destination.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Cite this article

TY  - CONF
AU  - Abdul Basit
AU  - Adie Dwiyanto Nurlukman
AU  - Achmad Kosasih
PY  - 2020
DA  - 2020/05/20
TI  - The Effect of Social Media Destination Branding: The Use of Facebook and Instagram
BT  - Proceedings of the Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2019)
PB  - Atlantis Press
SP  - 23
EP  - 27
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200515.005
DO  - https://doi.org/10.2991/assehr.k.200515.005
ID  - Basit2020
ER  -