Analysis of Post Characteristic on Online Engagement and Online Behavior
Content marketing is one indicator that creates high influences on business performance. The key of content marketing is to deliver valuable content to customers so it can reach customer engagement and customers’ download intention. Instagram is one of platforms that is often used by companies to do marketing. On Instagram, companies usually post some contents to interact with their customers. The higher the engagement from customers means that a company can establish good relationships with consumers. The purpose of this study is to discover response differences towards online engagement and online behavior with various content typologies using different posting types. By using Mann-Whitney and Kruskal-Wallis. There are four findings generated from this research. First, there is a difference on online engagement with product awareness content using different types of posts. Second, there is a difference on online behavior with brand awareness content using different types of posts. Third, there are response differences in various content type using video on online engagement. Fourth, there are response differences in various content type using photo on online engagement and online behavior. The output of this research will be used as the recommendation for marketing strategy to reach customers’ engagement and download intention.
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