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2.2.2 Consistency

It may be visible that the significance of Instagram due to the fact nearly all of the customers use Instagram on each daily basis and
positioned consistency closer to their posting and it additionally may be visible that Instagram is popular. It additionally may be
visible that in some way Instagram does assist in increase of personal brands. Instagram is the maximum used social utility observed
via way of means of YouTube and Facebook. Authenticity, particular content material with a clean bio to color palette, and having
a specific style is important to create a personal brand in keeping with customers. Also, consistency is the important thing to
achievement on Instagram, ordinary posting, interacting with different Instagram customers enables excellent Instagram attain and
retention. Therefore, the following assumptions are made:
H2 : There is significant relationship between consistency post and customer engagement on social media

2.2.3 Content Type

Content type refers to the content of branded posts with information and entertainment value of the brand, advertisement or product,
as well as the characteristics of local social media posts created by communicators (Kim and Song, 2018; De Vries, 2012).
Informing the public about product specifications and technical details of product characteristics (De Vries, 2012). Therefore,
customers may not be able to attract others. This includes interacting with customers to understand the relationship between content
type and customer experience. The content type also affects the trustworthiness of message sources (Lou and Yuan, 2019) and
consumer engagement (Gavilanes, 2018) on social media. Content type can express visually on Instagram profile with planning
content. Considering different types of content to achieve customers engagement through Instagram marketing. This is very important
because it will let content companies know what you post on Instagram. Based on the above explanation, one can assume:

H3 : There is significant relationship between informative value content post and customer engagement on social media

2.3 Research Framework Model

Interactivity H1

Customers Engagement Towards
Consistency Posting on Instagram
H2

Content Type H3

Figure 1: Conceptual Framework

Figure 1 shows the research framework of this research. This function is to test the relationship between the independent variable
and the dependent variable for academic and business purposes. The framework of the variables in Figure 1 is taken from Hamzah,
Wahab, and Waqas (2021).

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