Utilizing Instagram Broadcast Channels as a Digital Marketing Communication Strategy to Build Consumer Loyalty
Abstract
Social media has now become the main space for digital marketing, enabling more personal brand communication. One of the innovations on Instagram is the Broadcast Channel, a one-way, opt-in communication channel that provides exclusive access to information for audiences who have a genuine interest in the brand. However, research on how one-way communication can build consumer loyalty is still very limited. This study aims to explain the use of Instagram's Broadcast Channel as an innovative digital marketing communication tool in building consumer loyalty for the online shop Alln Knitwear. The research method used is qualitative, employing a case study approach through interviews, observations, and documentation. The results show that the Broadcast Channel is used to present product information directly, involve consumers in product selection (co-creation), and provide special offers that create a sense of exclusivity. This strategy encourages a sense of belonging, trust, and emotional closeness between consumers and the brand as the basis for loyalty. Theoretically, this study contributes to the development of digital marketing communication studies based on one-way communication. Practically, this study serves as a reference for business actors in utilizing social media features efficiently to retain consumers in the era of digital marketing.
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