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640 Syamimi (2022)

No IV DV Authors Year Adopted Items
1 Interactivity Customers 1. Hamzah, 2021 1. The brand post is effective in gathering visitor’s feedback
engagement Wahab and 2. The brand post facilitates two-way communication between
towards Waqas the consumer and the post
posting on 3. The brand post gives the consumer the opportunity to
Instagram feedback
4. Getting information from the brand posts is very fast
5. When I click on the shared links, I felt I was getting
instantaneous information
2 Consistency Customers 1. Hamzah, 2021 1. The promotion of the brand and the post communicate the
engagement Wahab and same brand image
towards Waqas 2. The post and the promotion of the brand stand for similar
posting on things
Instagram 3. The post and the promotion of the brand fit together well
4. The ideas I associate with the post are related to the ideas I
associated with the promotion of the brand
5. More frequent and consistent posting of information is
inevitable in social media
3 Content Customers 1. Postnikova 2019 1. This post made me learn some information about the
Type engagement and Nilsson product and encouraged me to buy it.
towards 2. This post told me about the brand and helped me
posting on understand brand’s values.
Instagram 3. This post entertained me.
4. The post makes me want to use the brand
5. The post makes the brand more interesting to me
4 Customer 1. Brodie et al. 2011 1. I like and comment on fashion posts on Instagram
Engagement 2. Palmet and 2. I have the motivation to engage positively with fashion on
Ghasemi 2019 Instagram
3. I am willing to collaborate and provide ideas on fashion-
related developments on Instagram

Table 2: Measurement Variables

3.4 Research Intervention

Initially, Content types (such as pictures and videos of people or close-ups of products) and customization can help companies
determine the type of content they want to publish. By using dedicated filters for all content, Instagram is the easiest way to develop
a unique Instagram business style. ClayNiq Enterprise is a new publishing company that may not be doing social media all of the
time. The Instagram algorithm changes frequently, so coming up with new ideas for posts can be challenging. Content creation
takes a long time, and it is challenging to create new material every time. Every day, mixed content is released including videos,
stories, photos, etc. Businesses must consider it when planning their content strategy.

An effective marketing campaign can help the company gain more customers and increase their engagement. When you use user-
generated content, or UGC, such as hashtags to collaborate with consumers to create UGC, you will be able to drive massive
engagement, as well as generate great content without having to devote time and resources to content creation. Companies can keep
posting a variety of content instead of posting only the benefit of the products all the time. The content created can interact with
customers because nowadays digital industry, when selling something important to share feedback and collaboration with
customers. The sharing posting can tell customers that even if they have physical problems or this seller is not trustworthy, this is
very important for the company's mentality about the customer's thinking. In this digital era, Instagram become a great place for
companies to share and sell products.

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