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Abstract
This study explores the use of Instagram as a promotional and portfolio medium by Buka Project Studios through the lens of media ecology theory. The objective of this research is to analyze the content strategies implemented by the Social Media Officer and identify challenges in maintaining visual identity consistency. This study employs a qualitative descriptive approach, with data collected through in-depth interviews with the Social Media Officer and Creative Lead. The findings reveal that Instagram serves as a dynamic digital ecosystem that integrates soft-selling content and portfolio displays to enhance audience engagement and expand professional networks. The research also highlights key challenges in striking a balance between trend adaptation and brand consistency. These findings contribute to the development of media ecology theory in the context of social media marketing, offering practical recommendations for creative industry practitioners to optimize their digital branding strategies.
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References
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References
Busse, C., & August, E. (2021). How to write and publish a research paper for a peer-reviewed journal. Journal of Cancer Education, 36(5), 909–913. https://doi.org/10.1007/s13187-020-01751-z
Chaffey, D., & Chadwick-Ellis, F. (2016). Digital marketing: Strategy, implementation, and practice. Pearson. https://www.pearson.com/uk
De Vries, L., Gensler, S., & Leeflang, P. S. H. (2017). Effects of social media on consumer engagement and firm performance. Journal of the Academy of Marketing Science, 45(3), 311–327. https://doi.org/10.1007/s11747-016-0503-3
Griffin, E., & Park, E. J. (2006). Media ecology of Marshall McLuhan. Communication Theory, 1–18.
Rohimah, A., & Hakim, L. (2021). Sound, media, ecology. International Journal of Multicultural and Multireligious Understanding, 8(6), 102–104. https://doi.org/10.18415/ijmmu.v8i6.2609
Rozaq, M., & Nugrahani, R. U. (2023). Penggunaan platform video pendek sebagai strategi komunikasi pemasaran digital untuk UMKM. Jurnal Komunikasi Nusantara, 5(1), 21–30. https://doi.org/10.33366/jkn.v5i1.271
Sari Indah Widarini, P., Wijaya, M., & Muhammad, A. I. (2022). Wellness tourism promotion media in Solo in the middle of the COVID-19 pandemic. International Journal of Multicultural and Multireligious Understanding, 9(4), 18–34. https://doi.org/10.18415/ijmmu.v9i4.3571
Schivinski, B., & Dabrowski, D. (2016). The impact of brand communication on brand equity through Facebook. Journal of Marketing Communications, 22(3), 208–236. https://doi.org/10.1080/13527266.2013.871323
Strate, L. (2017). Media ecology: An approach to understanding the human condition. Peter Lang Publishing.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage Publications.
We Are Social, & Meltwater. (2023). Digital 2023: Indonesia. https://datareportal.com/reports/digital-2023-indonesia