Qualitative content analysis of Instagram social media @Perhumasmudayk as a form of Corporate Branding

Ummi Syafirah, Nunik Hariayanti

Abstract


Corporate Branding has become one of the most important aspects of introducing an institution to the public. However, over time, corporate branding has become easier to develop through social media platforms such as Instagram. Instagram is currently one of the most popular social media platforms in the world, with over one billion active users every month. It can also be used as a social media platform to develop branding and enhance the image of a company or institution. PERHUMAS Muda Yogyakarta is one institution that uses Instagram as a means to establish corporate branding. This research discusses the content analysis of the Instagram account @perhumasmudayk as a form of corporate branding. The research adopts a qualitative research method and utilizes Krippendorff's content analysis theory. Based on the content analysis of the Instagram account @perhumasmudayk, it is evident that PERHUMAS Muda Yogyakarta has successfully implemented its corporate branding through Instagram. The brand identity of PERHUMAS Muda Yogyakarta is strengthened through consistent use of keywords and hashtags in their Instagram posts, interaction with followers through informative posts, consistent visual design in terms of writing style and color selection, as well as the accuracy in forming post categories that facilitate followers in remembering PERHUMAS Muda Yogyakarta, thus building a stronger image and identity.

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References


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DOI: https://doi.org/10.26555/adiccom.v1i1.13133

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