Behind the likes, content and brand on Instagram

Restrepo, Iván Alonso Montoya; Montoya, Luz Alexandra; Potes-Arce, Paul

doi:10.14349/sumneg/2018.v9.n19.a3

Cited by 3 publications

(2 citation statements)

References 32 publications

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“…Likes show the attitudes of other virtual community members and have the opportunity to develop through e-wom mechanisms in virtual communities (Sánchez-Torres et al, 2018). Moreover, social media is a form of communication that signals validation and approval with one click, without having to type anything.…”

Section: Most Likes Tagged Content By a Gym Freak Digital Creator Endorsermentioning

confidence: 99%

Cultural Participatory in Tourism Digital Marketing Communication Channel

et al. 2021

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Tourism is one of Indonesia's leading sectors that has been seriously affected by the pandemic. This study aims to describe participatory culture in digital tourism marketing communication channels during the pandemic, through Instagram social media channels from micro-influencers, that focus on three priority tourism destinations that have been set by the government. By using the Participatory Media Culture Theory from Henry Jenkins, it is further studied how consumers and producers create cultural artifacts with commodity value. The research applied a netnographic method, the data were gathered and analyzed by the social media analysis application Analysis.io. The subject of research is the influencers and followers in 3 (three) Instagram accounts: @explorejogja, @indraseptianazhari, and @travelwithgerie, while the object of the research was the forms of participation as cultural artifacts in these accounts This study concludes that the participants build a participatory culture by the power of visual and narrative artifacts, as well as their spreadability. Further this research shows that (1) cultural artifacts in each account have their own characteristics, with similarities in the prosumer participation, where reposting becomes a cultural artifact that has its own power to form virtual relationships; (2) attractive visuals and informal guides in the form of narratives are also cultural artifacts that invite further involvement of participants, in the form of likes, comments, reposts, etc.; and (3) the presence of micro-influencers who are inherently intertwined with these accounts jointly contributing to the dissemination of content and their respective accounts, which in turn becomes a force for the spread of tourism marketing, especially during the pandemic. Pariwisata adalah salah satu sektor unggulan Indonesia yang terkena dampak serius dari pandemi ini. Penelitian ini bertujuan untuk mendeskripsikan budaya partisipatif dalam saluran komunikasi pemasaran pariwisata digital selama pandemi, melalui saluran media sosial Instagram dari mikro-influencer, yang berfokus pada tiga destinasi wisata prioritas yang telah ditetapkan oleh pemerintah. Dengan menggunakan Teori Budaya Media Partisipatif dari Henry Jenkins, lebih lanjut dipelajari bagaimana konsumen dan produsen menciptakan artefak budaya dengan nilai komoditas. Penelitian ini menggunakan metode netnografi, data dikumpulkan dan dianalisis dengan aplikasi analisis media sosial Analysis.io. Subjek penelitian adalah influencer dan followers di 3 (tiga) akun Instagram: @explorejogja, @indraseptianazhari, dan @travelwithgerie, sedangkan objek penelitian adalah bentuk partisipasi sebagai artefak budaya dalam akun tersebut. Penelitian ini menyimpulkan budaya partisipatori dibangun dengan kekuatan artefak visual dan naratif, serta daya sebarnya. Lebih lanjut, penelitian ini menunjukkan bahwa (1) artefak budaya di setiap akun memiliki ciri khas tersendiri, dengan kesamaan berupa partisipasi prosumer, dimana reposting menjadi artefak budaya yang memiliki kekuatan untuk membentuk hubungan virtual; (2) visual yang menarik dan panduan informal berupa narasi juga merupakan artefak budaya yang mengundang keterlibatan peserta lebih lanjut, dalam bentuk ekspresi rasa suka, komentar, repost, dll; dan (3) kehadiran micro-influencer yang secara inheren terjalin dengan akun-akun tersebut secara bersama-sama berkontribusi dalam penyebaran konten dan akunnya masing-masing, yang pada akhirnya menjadi kekuatan bagi penyebaran pemasaran pariwisata, khususnya di masa pandemi.

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Section: Most Likes Tagged Content By a Gym Freak Digital Creator Endorsermentioning

confidence: 99%

Cultural Participatory in Tourism Digital Marketing Communication Channel

et al. 2021

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“…Sanjay who was heading YouTube promotion in We4U interrupted ‘Wait let me share some positive as well with Nidhi’. He appreciated the Saki-Saki video posted by VDP on YouTube and shared that it had received comments by Neha Kakkar (a leading playback singer and artist in India) as well and VDP got more than 10,000 likes in one day (Sanchez-Torres and Montoya, 2019). Abhilash shared that it was very disheartening to see only 1557 views of this post on Instagram, but at the same time on Facebook, it got 1,007,330 views, which is very good for a dance class running in one city with no professional social media marketing planning (please refer to Exhibit 3).…”

Section: The Tie-up and New Insightsmentioning

confidence: 99%

The tie-up blues for Vanya’s Dance Planet: A failure case of social media marketing

Kushwaha

2021

Journal of Information Technology Teaching Cases

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This case study covers various aspects of social media as an alternative and cost-effective tool of marketing and promotion. The case also highlights the social media promotion tools used by a social media consultancy start-up for a client, and how it failed to achieve desired results. In this world of digitisation, social media marketing is a trend that is prevalent across the globe. Social networks have changed the way information is delivered to the customers, shifting from traditional push marketing to pull marketing. Entrepreneurs are using social media marketing to promote their product or services by this they can not only promote their venture but at the same time efficiently utilise their marketing budget. Vanya’s Dance Planet is such an organisation which used social media marketing to reach out to its target prospective customers. It required structured planning, professional knowledge about various social media platforms, and creative writing skills to post content on these platforms. The consultant organisation We4U planned and executed the social media campaigns for Vanya’s Dance Planet getting professional help from social media consultancy start-ups which can be a wise decision for some entrepreneurial ventures. But sometimes these professional tie-ups would end up with loss of time, money and trust. This case study deliberates upon such a fallout.

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Aumento del e-commerce en jóvenes en las plataformas digitales: Revisión sistemática

Trejos Gil,

Quiroz Ruíz,

Ramírez López

2024

Revista Temario Científico

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Las medidas de aislamiento social para mitigar los contagios por COVID-19 modificaron el estilo de vida de las personas quienes priorizaron el uso de las plataformas digitales para la mayoría de sus actividades cotidianas. Las dinámicas digitales transformaron el comercio mundial el cual pasó de lo presencial a lo digital. El propósito de este estudio fue identificar las principales tendencias teóricas, métodos y contribuciones sobre el e-commerce en la red social Instagram. Se implementó la declaración PRISMA 2020 y se analizaron 63 artículo hallados en las bases de datos Scopus, Publindex, Dianelt, Scielo, Latindex, Scimago, Taylor and Francys, ScienceDirect, EBSCO y Heltcare. Además, se respondió las siguientes preguntas: ¿Qué tipo de diseños predominan en la literatura científica?, ¿cuáles son las categorías analíticas?, ¿cuáles son las principales tendencias teóricas, métodos y contribuciones sobre el e-commerce en las redes sociales? Como resultado se encontró que 35 estudios fueron experimentales, y del total de los estudios analizados (n = 63) el 60% fueron en habla hispana y el 62% se encuentran entre Colombia, Ecuador y España; por otro lado, Instagram y YouTube resultaron ser las redes sociales más usadas para el e-commerce. Se concluye que en los últimos 5 años el uso del e-commerce ha venido en aumento por parte de los jóvenes paralelamente con los estudios científicos.

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Behind the likes, content and brand on Instagram

Cited by 3 publications

References 32 publications

Cultural Participatory in Tourism Digital Marketing Communication Channel

Cultural Participatory in Tourism Digital Marketing Communication Channel

The tie-up blues for Vanya’s Dance Planet: A failure case of social media marketing

Aumento del e-commerce en jóvenes en las plataformas digitales: Revisión sistemática

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