Page 656 - MARSIUM'21 COMP OF PAPER

635 Syamimi (2022)

PEMBENTANGAN
PSM JAN 2022

AHIBS UTM SKUDAI

INSTAGRAM CONTENT MARKETING FOR CUSTOMER ENGAGEMENT OF
PHARMACEUTICAL PRODUCT: CASE STUDY OF CLAYNIQ ENTERPRISE

NUR SYAMIMI BINTI JUMIRAN, DR ZURAIDAH BINTI SULAIMAN

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: nursyamimijumiran@graduate.utm.my, zuraidahs@utm.my

Abstract
ClayNiq Enterprise uses social media to attract customers to promote their products. A successful social media strategy is to allow
most customers to interact with the product. In this study, there are many factors that affect customer engagement. The relationship
between posting and Instagram factors is important using images, videos, or stories to allow customers to interact with the company
and make customers feel quick to comment and interact on it. Finding this research is among random Instagram users using survey
method.
Keywords: Costumer engagement, social media, Instagram

1.0 INTRODUCTION

Social media is the major channel today for brands’ communication and therefore, becomes an opportunity for consumers to
reconnect to brands of their favorite products (Kim, Spiller and Hettche, 2015). By creating branded social media pages, companies
can provide their customers and other companies with more specific information for various purposes. This information is presented
in the form of messages, and if successful, it will be accepted by consumers, or even more value (Luarn, Lin and Chiu, 2015). The
majority of global companies already actively utilize social media on a frequent basis in order to communicate with their consumers.
No matter what industry it is, this digital channel stays popular and effective for many businesses (Kim, Spiller and Hettche, 2015).
This utilization of digital channels is considered as an opportunity to engage customers and maintain them in the digital age (Straker,
Wrigley and Rosemann, 2015). According to Lee, Hosanagar and Nair (2018), higher engagement is achievable for brands online
when these share brand-personality related content, which suggests that firms gain positive results from this.

Customer engagement can occur on either a cognitive, emotional or behavioral level (Hollebeek and Macky, 2019). Given these
characteristics, it seems reasonable that participation may be an intermediate variable between online status and consumer attitudes
and behaviors (Mollen and Wilson, 2010). Today, Instagram has become a powerful marketing tool, suitable for companies that
hope to have 1.074 billion users worldwide by 2021 to expand the influence and visibility of their products. Pansari and Kumar
(2017) identified customer loyalty as a direct or indirect mechanism that can increase the proposed brand value for customers and
encourage customers to stick to the brand (Kosiba, Boateng, Amartey, Boakye, and Hinson, 2018).

Instagram becoming increasingly popular engagement towards customers. For many marketers, this may be one of the most
important KPIs, but measuring it is not easy. With the prosperous development of the Instagram platform, it is difficult to keep up
with updates and content that needs to be measured. It happened to ClayNiq Enterprise because they had a content problem that
they needed to provide for posting and also attractive posting in attracting customers. ClayNiq Enterprise is a newly established
company and registered with the Companies Commission of Malaysia (SSM) (003214609-P) on 11 December 2020 that uses
clay as the base material for their products and it is a research bases product. The company is a sole proprietorship business
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