VIDYA SAKTIANINGSIH
041514353045
Supervisor
Sony Kusumasondjaja, SE., M.Com., Ph.D
ABSTRACT
Entering the globalization era, the increasingly stringent competition between hospitals demands Indonesian hospitals to improve their quality and to conduct more aggressive marketing strategies through branding on social media. Branding on social media in the form of brand posts is expected to effectively build brand engagement. This study focuses on digging deeper into the development of brand engagement of Siloam Hospitals Group's and RS. Premier Bintaro's customers through brandpost on Facebook, Twitter and Instagram.
The present study used a qualitative approach in which the data are in the form of brand posts, comments and replies on Facebook, Twitter and Instagram of the mentioned hospitals were analyzed using content analysis. The results of this study reveal that the forms and characteristics of both Siloam Hospitals Group's and RS. Premier Bintaro's brand posts are quite similar, but the contents, frequency, and social media channels—on which they post their brand posts—are different. In addition, their interaction with consumers on Instagram that seems to be more active rather than on the other two social media shows that Instagram is the most effective social media on which they optimally build their brand engagement.
Keywords: Brand Engagement, Social Media, Hospital, Brandpost.
