Eksplorasi Message Strategy dan Sub-Process Consumer Engagement di Akun Instagram @netflixid

The global rise of technology and social media usage over the last decade has made online consumer engagement an increasingly popular topic for marketing research. The role of consumer engagement is crucial in creating a brand’s competitive advantage and in building consumer loyalty. The purpose of this research is to identify the different types of marketing strategies used by @netflixid’s Instagram as well as the types of consumer engagement sub processes that emerges in the comment section. The research then follows with understanding the role message strategy has in characterizing consumer engagement sub-processes and in developing consumer engagement rate. This research uses a qualitative approach of netnography methodology. We used methods of domain analysis and narrative analysis with the help of qualitative data analysis software called N-Vivo. This research has made literatury contributions which includes a new sub-category named empathy to an affective message strategy. This research also contributes 3 additional consumer engagement sub processes which are emoting, partaking and objecting. This research concludes that the message strategy used in @netflixid’s post gives character to consumer engagement sub-processes except for advocating, sharing and objecting. This research also concludes that consumer engagement sub-processes create levels of consumer engagement rate specific to the message strategy used. We suggest that brands use engagement message strategy on their Instagram posts and utilise specific engagement cues to activate partaking sub-process in the comment section, which in turn results in high consumer engagement rate. Hence, this research gives insight into managerial implications by understanding the dynamics of building consumer engagement in a brand-owned Instagram account through the exploration of message strategies and consumer engagement sub-processes.