The impact of Content and Visual Creation on Brand Identity using Instagram Platform: Customer Engagement as a Mediator

Abstract

The new digital technology modes and trends are disrupting altering business operations. It is possible that traditional businesses and organizations will be compelled to close their doors if they fail to recognize the presence and effect of digital technology in commerce. Social media makes it easier to provide a quick approach to a product or service and to receive feedback on that approach and the comments received. A company's website needs to be designed and developed. In addition to having a website, you need to have a presence on social networking sites like Facebook, and Twitter. Twitter, Facebook, and Instagram are vital for keeping a competitive edge in today's digital world. In todays’ hyperactive market, social media is highly influenced by businesses. Advertising items and services on this platform can be done in a way that does not annoy or irritate potential clients. A good strategy to get the word out about a business is to strategically put advertisements among relevant posts, stories, or hashtags. The use of social media helps to spread the word about a company's products and services, as well as to remind customers about them regularly. In this research, content creation and visual creation are dependent variables, customer engagement is mediating variable and brand identity is the independent variable. For the analysis purposes, the nature of the relationship is considered deductive, as the study aim to find out the impact of content and visual creation on brand identity using the Instagram platform. In addition, the research type is quantitative, as the questionnaires are being filled by the participants. This data then went through multiple tests including Reliability test, Correlation test and Regression test, with the help of SPSS software to analyze the impact of variables. Other than collecting primary data, secondary data has also been analyzed in the form of existing literature on these specific topics, with the help of different journals and articles. However, the sample size of 350 was selected