The Development of Brand Engagement of Siloam Hospital’s Group’s and RS. Premier Bintaro’s Customers through Brandpost Interaction on Facebook, Twitter and Instagram

Vidya Saktianingsih

2018

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 brandpost 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 brandposts, comments and replies on Facebook, Twitter and Instagram of the mentioned hospitals were analyzed using content analysis. The results of this study reveals that the forms and characteristics of both Siloam Hospitals Group’s and RS. Premier Bintaro’sbrandposts are quite similar, but the contents, frequency, and social media channels—on which they post their brandposts—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.

Paper Citation

in Harvard Style

Saktianingsih V. (2018). The Development of Brand Engagement of Siloam Hospital’s Group’s and RS. Premier Bintaro’s Customers through Brandpost Interaction on Facebook, Twitter and Instagram.In Proceedings of the 1st Unimed International Conference on Economics Education and Social Science - Volume 1: UNICEES, ISBN 978-989-758-432-9, pages 817-824. DOI: 10.5220/0009507408170824

in Bibtex Style

@conference{unicees18,
author={Vidya Saktianingsih},
title={The Development of Brand Engagement of Siloam Hospital’s Group’s and RS. Premier Bintaro’s Customers through Brandpost Interaction on Facebook, Twitter and Instagram},
booktitle={Proceedings of the 1st Unimed International Conference on Economics Education and Social Science - Volume 1: UNICEES,},
year={2018},
pages={817-824},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009507408170824},
isbn={978-989-758-432-9},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st Unimed International Conference on Economics Education and Social Science - Volume 1: UNICEES,
TI - The Development of Brand Engagement of Siloam Hospital’s Group’s and RS. Premier Bintaro’s Customers through Brandpost Interaction on Facebook, Twitter and Instagram
SN - 978-989-758-432-9
AU - Saktianingsih V.
PY - 2018
SP - 817
EP - 824
DO - 10.5220/0009507408170824