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636 Syamimi (2022)

owned by Mr. Ibrahirul Qamil Bin Ismail and he is also the managing director of ClayNiq Enterprise. ClayNiq uses the concept
of research to market where the products produced and marketed are scientifically proven new technological research such as
cosmetic products and medical personal care. The company provides digital marketing, supply and sales services. The digital
marketing channels used are instagram platform (@clay.niq), website (https://clayniq.wordpress.com/) and facebook (ClayNiq)
in providing information on products and companies. The current supply and sales are small -scale, so all the processes are done in
Mr. Qamil's own house. The company has only 2 employees including Mr, Qamil. Direct selling helps a lot in selling this company.
The first product he produced was DUAL-ANTIBAX cleansing soap, a combination of cosmetics and pharmaceuticals. The most
important part of this product is that they use silver ions and clay, it is the creation of the first product produced so far. It is
formulated with tea tree oil and rice bran oil to provide long -lasting moisture and freshness. It is also specially formulated with the
antibacterial ingredient kaolin to inhibit the growth of harmful bacteria in treating sensitive skin problems, flaking, body odor and
dull skin.

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1.1 Problem Statement

For small businesses, social media seems to be the easiest. Basically, it is a free tool that almost everyone is using, a project that
will benefit and curse. Some companies have killed their brands with poor marketing strategies. If you can’t develop a technique
for your post, please refuse to promote high-quality graphics and do not participate in the community. You won’t see an immediate
decline in business, but the effort spent on content publishing won’t generate new potential customers because people see poor
marketing and choose not to participate. You need to summarize some key elements of your social media strategy in order to
connect with your target market and generate potential customers for your business. The mistake ClayNiq Enterprise faces is that
lack of content marketing can lead to publishing errors. interesting. photo. Whether they read the content or not, they immediately
make assumptions about the use of commercially-driven graphics, and there are several free and affordable platforms that allow
businesses to create and edit photos and videos for social media posting. Media images and messages. When someone views an
image post, reads a message, or watches a video, buyers will try to understand whether the product is being promoted to them. It is
important that the audience can recognize the company’s content and will have enough interest in clicking on links, requesting more
information, or attending a newsletter.

It is exhausting to post on social media all the time, and companies must do this strategically. If you don't try, the company's brand
will not be relevant. Whether you post once a day or once every few days, this means you can keep in touch with your customers
in just one step. Companies can post links to articles that provide useful information to their communities, share inspirational
quotes, ask about topics that will help research and develop their next product, provide reviews of current products, and finally
submit personal information. Members from your team. Likes and comments are warm clues, because they are people who show a
certain interest in the products provided by the company through interaction and encourage customers to buy.

1.2 Research Questions

This study listed three main research questions:

i. Are there any relationship between interactivity, consistency, and content type with customer engagement of ClayNiQ
pharmaceutical products?
ii. What are the most important factors that influence customer engagement of ClayNiQ pharmaceutical products?
iii. Does marketing campaign using user generated content on Instagram help to increase customer engagement of ClayNiQ
pharmaceutical products?

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