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

Faculty of Economics, Universitas Airlangga, Surabaya -Indonesia

Keywords: Brand Engagement, Social Media, Hospital, Brandpost

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.

1 INTRODUCTION

Entering the globalization era, the field of hospitals

industry allows the establishment of foreign private

hospitals in Indonesia along with the development of

competitive medical tourism. The Jakarta Post

quoted Frost and Sullivan, a consulting and business

company, stating that in 2008, there were 288,000

Indonesian people who were seeking medical

treatment in Malaysian hospitals. Moreover,

according to the Asian Health Care and Hospital

Management, Indonesian people filled more than

50% of the medical services capacity for foreigners

in Malaysia.

The presence of foreign private hospitals in

Indonesia and the development of competitive

medical tourism from neighboring countries become

a threat to the national private hospitals and the

government hospitals in Indonesia. Those hospitals

are required to improve their quality along with their

services quality, as well as being required to

aggressively promote their health services through

some promotion activities. One of the strategies that

they use is advertising their brand on social

media.The latest survey of the Indonesian Internet

Service Providers Association (2016) shows that the

three most widely used social media are Facebook

(71.6 million), Instagram (19.9 million) and

YouTube (14.5 million). The rapid development of

social media provides an opportunity for above

hospitals producing unsought products to promote

their services on social media. Based on the

observations, the majority of Indonesia hospitals are

actively using social media. Siloam Hospitals

Group has the most followers on Facebook and

Instagram, specifically 153,856 followers on

Facebook and 434,000 followers on Instagram.

Next, JEC Eye Hospital which has 97,560 followers

on Facebook and 5,500 followers on Instagram.In

addition, RS. Premier Bintaro has a total of 38,993

followers on Facebook and 3,918 followers on

Instagram.

One of those hospitals’ goals in promoting their

health services is to improve their reputation through

branding activities.Building brand engagement

through branding on social media can be conveyed

Saktianingsih, V.

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.

DOI: 10.5220/0009507408170824

In Proceedings of the 1st Unimed International Conference on Economics Education and Social Science (UNICEES 2018), pages 817-824

ISBN: 978-989-758-432-9

817

through some strong brandpost strategies. The

Indonesian hospitals which discuss the use of social

media as a means of branding which is carried out in

the form of brandpost and how it influences the

engagement of their prospective consumers is still

few in numbers.

The branding carried out through some brandpost

strategies on social media can be conveyed in

different ways depends on the needs and interests

which are adjusted to the characteristics of

Facebook, Twitter and Instagram. However, the

number of research on brand image and brandpost,

especially within the context of health and medical

treatment, is still deemed to be quite low in

Indonesia. Siloam Hospitals Group and RS.

PremierBintaro uses 3 social media, namely

Facebook, Instagram and Twitter, to promote their

medical services

Hence, this study focuses on digging deeper into

the brand engagement of Siloam Hospitals Group’s

and RS. Premier Bintaro’s customers through

brandpost on Facebook, Twitter and Instagram.

Based on the aforementioned background, the

formulation of the problem that will be raised is as

follows;

1. What are the differences between brandposts

strategies conducted by Siloam Hospitals Group

and RS.Premier Bintaro that effect their brand

engagement on Facebook, Twitter and

Instagram?

2. Among Facebook, Twitter and Instagram, which

one is the most to effectivelybuild the brand

engagementof Siloam Hospitals Group and RS.

Premier Bintaro?

2 THEORICAL FRAMEWORK

Relationship Marketing

Solomon (2007: 11) defines relationship marketing

as an everyday interaction with consumers and

providing reasons for them to maintain ties or

relationships with the company from time to time.

Whereas Kotler and Keller (2012: 20) define

relationship marketing more broadly as a goal to

build long-term relationships that are mutually

beneficial for core parties such as consumers,

distributor suppliers and other marketing partners in

order to maintain and develop the business. In

Dwyer et al. (1987), Scanzoni (1979) describes that

the relationship between marketers and consumers

occurs in five phases which explain how both parties

respond to one another, namely (1) awareness, (2)

exploration, (3) expansion, (4) commitment and (5)

dissolution.

Consumer Brand Relationship

According to Schultz & Schultz (2004) in Veloutsou

and Mountino (2008), consumer brand relationship

is a bond in the form of financial, physical, or

emotional that makes brand marketers and

consumers stay together. Therefore, it is importance

for a company to be active and intense in interacting

with consumers through the brand of products they

produced as to strengthen the emotional bond in

building an excellent relationship between

consumers and the brand.

In his research, Veloutsou (2007) explained that

there are two different dimensions of relationships

between consumers and brand of a product. The first

dimension is two-way communication, in which

consumers who have a strong relationship with a

brand will tend to hear information or news about

their chosen brand and are also willing to give

feedback if needed. This two-way communication

process shows that there are several interactions

between consumers and the brand that match the

perceptions of the both side. The second dimension

is emotional exchange, in which consumers will try

to develop their feelings to a brand by giving value

to the brand that they like and will also feel an

advantage obtained through the interaction they do.

Brand Engagement

Brand engagement is the process of building

emotional and rational relationships between

customers and a brand. Brand engagement is a

process of developing consumers' tendency to take a

leading brand as part of how they see themselves

(Sprott, Czellar, and Spagenberg, 2009).

Engagement is strongly related to communication on

social media, because social media generates a

centric and participatory relationship, therefore,

involvement in social media naturally becomes a

meaningful relationship. Communicating through

social media walls allows customers to interact with

a brand by giving comments, likes or dislikes, and

also by sharing the contents with their social

connections.

According to Muntinga, Moorman and Smit

(2011) regarding to the typology of Consumers'

Online Brand-related Activities (henceforth

COBRA), consumer engagement in social media

pages can be measured through three sustainable

levels. First, users’ behavior in consuming content

on social media, such as watching videos and

images, reading product reviews, and downloading

brand widgets, is a relatively passive online

participation activity and is considered as a

minimum level of online activity. The moderate

level of online activity is related to users’ activities

in contributing to the content of the page by giving

UNICEES 2018 - Unimed International Conference on Economics Education and Social Science

818

responses to the content they provide or provided by

other users, such as conducting polls on Facebook,

interacting through talks on wall posts, and

commenting on videos or images posted on social

media pages. The highest level of activity includes

the users’ behavior of creating user-generated

content (UGC), such as giving product reviews, and

also creating and sharing videos and images on a

brand’s social media pages so that other users can

consume and also contribute to the brand.

Social Media

Brogran (2010) defines social media as a new tool

for communication and collaboration which enables

many types of interactions that were not previously

and publicly available in the community. Social

media is defined by Mayfield (2008) as a medium

for users to be able to participate on, along with

creating and sharing messages. While Kotler &

Keller (2012) defines social media as a means for

consumers to be able to convey information—in the

form of texts, images, audios, and videos—to the

company and vice versa. From the definition of

social media above, it can be concluded in general

that social media can be interpreted as a place to

convey and receive information, in which users can

actively interact and participate. Social networking

sites allow for viral marketing and word-of-mouth

promotion to be more effective than the traditional

media outlets because of the high levels of consumer

engagement associated with these alternate forms of

web-based media.

Brandpost

Creating a post is the main core of social media

activity from which interaction between users start

to grow. Post is an article uploaded to a website /

social media page in the form of words, pictures or

videos. Uploading posts on social media and

websites can be called as “posting”, whereas posting

activity that inform a particular brand is called

“brandpost”. This brandpost will encourage

consumers to interact with the brand by giving

comments or giving replies to a comment. The

presence of interaction on social media shows that

the information posted is interactive. The brandpost

form is a display of brandpostthat contains a

message or information to be conveyed to the

consumers. The display of this brandpost form

consists of text only, text with image, or text with

video. Kim et al., (2015) suggested the application

of interpersonal communication theory to understand

consumers, since social media marketing requires a

harmonious interaction with them.

3 RESEARCH METHOD

This study uses an explorative qualitative approach

which is aimed to dig deeper into the interaction of

Siloam Hospitals Group and RS. Premier Bintaro

with their customers through comments, replies and

shares on Facebook, Twitter and Instagram in order

to build brand engagement.Then, the data are

analyzed using content analysis.

The Unit of Analysis

According to Eriyanto (2011: 59) the unit of analysis

can be described as part of the contents (words,

sentences, photos, scene pieces, paragraphs) that are

examined and used to deduce the contents of a text.

Research Variables

The variable of this study is the message delivered

through brandpostswhich are posted by Siloam

Hospitals Group and RS. Premier Bintaro, along

with user comments and replies on Facebook,

Twitter and Instagram.

Data Types and Sources

The primary data is online documents in the form of

brandpostswhich are posted by the research objects

on Facebook, Twitter and Instagram.

Data Collection Technique

The data collected in this study are in the form of

brandpost—which are determined and posted on

Facebook, Twitter and Instagram by the research

objects in a period of 3 months—along with

comments and replies from the mentioned hospital

brands, namely Siloam Hospital Group and RS.

PremierBintaro. Then, the data would be classified

based on the brand name and the types of social

media on which the brandposts are posted. After

carrying out the process of collecting and selecting

the data, this data will be taken into the process of

data coding (Sekaran, 2006).

Reliability Test

Reliability test used in this research is

reproducibility reliability test as anintercoder

reliability which is done after conducting coder

training and after doing the data coding process. The

reliability test uses the following Holsti formula

(Eriyanto, 2011):

M = the number coding having the same amount

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

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N1 = the number of coding created by coder 1

N2 = the number of coding created by coder 2.

The number of tolerable minimum reliability in this

formula is 0.7 or 70%.

Validity Test

This study uses face validity and content validity

test, so that the measurement of validity will be

based on expert evaluation and approval from the

scientific community obtained from several

supporting journals. Face validity is the most basic

type of validity which relates to whether the tool

used does measure the concept to be measured,

while content validity is a type of validity that

checks whether the measuring instrument has

included all the concepts to be measured

(Neuendorf, 2002: 116; Eriyanto, 2011: 273).

4 ANALYSIS

This study uses content analysis method that allows

researchers to analyze textual information and

identify the nature of the text systematically, such as

the appearance of certain words, concepts,

characters, themes, or sentences. To do content

analysis towards a text, the text will be coded first

into categories and then analyzed using conceptual

analysis or relational analysis (Sekaran 2006).This

study uses thematic analysis data analysis

techniques, which is a method to identify, analyze,

and make the data reporting (Braun & Clarke, 2006).

To facilitate the codification process and analysis in

this research, pertaining to the interactions occurred

on the Siloam Hospitals Group’s and RS. Premier

Bintaro’sbrandposts, researcher used a qualitative

analysis tool software NVIVO 11 trial version.

5 RESULTS

Validity and Reliability Test Results

There are two reliability tests administered in the

present study, namely the initial reliability test

conducted after the coder training, and final

reliability testing carried out after completing the

entire coding process. Based on the results of the

initial reliability test, the reliability point of the

brandpost characteristics is 0.78, and the reliability

point of the brandpost contents is 0.88. It shows that

the two coders have the same perception towards

contents of the categories contained in the coding

sheet. In addition, the result of the final reliability

testshows that the reliability point of the brandpost

characteristics is 0.86, and the reliability point of the

brandpost contents is 0.83. According toEriyanto

(2011; 290), the minimum tolerable reliability point

is 0.7 or 70%. Therefore, all the results of the data

coding could be taken into the analysis stage.

Communication Strategy

Communication strategy in this research is a

combination of several aspects of communication,

namely frequency, direction, modality and content.

However, this research uses the aspects of social

media communication, which are only content,

frequency and channel.

Content

Brandpost Form

The content in question in this research is the

information conveyed to social media users through

brandposts posted by Siloam Hospitals Group and

RS. Premier Bintaro. The content is divided into

several forms including text only, text with image

and text with video.All of the brandposts posted by

Siloam Hospitals Group on Facebook, Twitter and

Instagram, are not in the form of text only.Instead,

they are in the form of text with image, with a

percentage of 84.9% posted on Facebook, 100% on

Twitter and 81.7% on Instagram, and in the form of

text with video with a percentage of 15.1% on

Facebook and 18.3% on Instagram.

Likewise, all of the brandposts posted by RS.

Premier Bintaro are not in the form of text only.

Instead, they are in form of text with image, with a

percentage of 80.6% on Facebook, 71.4% on Twitter

and 80.6% Instagram, and in the form of text with

video with a percentage of 19.4% on Facebook,

28.6% on Twitter and 19.4% on Instagram.

Brandpost Characteristics

In this study, Brandpost characteristics are

categorized as having interactivity such as link to

website, call to act, question and quiz (Vries et al.,

2012). A brandpost that belongs to “link to website”

characteristics of interactivity should add, at least, a

single link in the post that brings the customers to a

news site or blog, but not to the company's site.Also,

a brandpost that belong to “call to act”

characteristics of interactivity should encourages

consumers to give likes and comments or retweets

the post.Lastly, the brandpost belongs to “question”

characteristics of interactivity if it contains, at least,

a question that should be answered by the

UNICEES 2018 - Unimed International Conference on Economics Education and Social Science

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consumers. However, if the brandpost contains

questions along with rewards for some lucky

consumers who answer the questions, then it belongs

to “quiz” characteristics of interactivity.

The data shows that the percentage of the Siloam

Hospital Goup’s brandposts on Facebook is 0%

“link to website”, 32% “call to act”, 3% “question”,

0% “quiz”, and 65% the rest has no characteristic of

interactivity. On Twitter, there is 0.05% “link to

website” brandposts, 21.95% “call to act”, 0%

“question” and “quiz”, and 78% the rest is the

brandposts having no characteristic of interactivity.

Also, the percentage of brandposts on Instagram is

0% “link to website” and “quiz”, 28% “call to act”,

5% “question”, and 67% the rest has no

characteristic of interactivity.

On the other hand, the Siloam Hospitals Goup’s

brandposts on Facebook has a percentage of 0%

“link to website”, 20% “call to act”, 0% “question”

and “quiz”, and obviously, 80% the rest has no

characteristic of interactivity. Moreover, the

percentage of brandposts on twitter is 0% “link to

website”, “question”, and “quiz”, 22% “call to act”,

5% “question”, and 78% the rest is the brandposts

having no characteristic of interactivity.Lastly, the

percentage of brandposts on Instagram is 0% “link

to website”, “call to act”, and “quiz”, 23%

“question”, and 67% the rest has no characteristic of

interactivity.In sum, the majority of both Siloam

Hospitals Group’s and RS. Premier

Bintaro’sbrandposts do not contain any interactive

messages.In addition, there is no brandpost in the

form of quiz and the percentage of “call to act” and

“question” brandposts is deemed quite low.

Brandpost Contents

Brandpost content is the information conveyed by

Siloam Hospitals Group and RS. Premier Bintaro on

social media. Based on the contents, brandpost is

divided into informational brandposts, entertainment

brandposts, and neutral brandpost which do not

contain any information related to a product or any

other interesting information.

The content of Siloam Hospital Group’s

brandposts on Facebook is in a percentage of 47%

informational, 0% entertainment, and 53% neutral.

On Twitter, the percentage of brandpost contents is

39% informational, 0% entertainment, and 61%

neutral, while on Instagram, the percentage is 35%

informational, 0% entertainment, and 65% neutral.

Otherwise, the content of RS. Premier

Bintaro’sbrandposts on Facebook is in a percentage

of 54% informational, 0% entertainment, and 46%

neutral. On Twitter, the percentage of brandpost

contents is 35% informational, 0% entertainment,

and 65% neutral, while on Instagram, the percentage

is 54% informational, 0% entertainment, and 46%

neutral.

Frequency

Frequency is the average number ofbrandposts

posted by each hospital on every social media within

a single day. Siloam Hospitals Group posted 1-2

daily bandposts on its Facebook, Twitter and

Instagram page, which is ideal. On the other hand,

RS. Premier Bintaro did not post daily on its

Facebook and Instagram page, but they posted 1-2

daily brandposts on Twitter. It shows that Siloam

Hospitals Group posted more often than RS. Premier

Bintaro which did not post daily except on Twitter.

Channel

This study goes over three social media which are

Facebook, Twitter and Instagram. RS. Premier

Bintaro frequently uses Facebook in response to the

customers’ complaints, while Siloam Hospitals

Group mostly interacts with the customers on

Instagram. Also, it seems that both are not actively

interact with the customers on Twitter.

Level of Online Engagement

Interacting on social media with a brand owner

through comments and replies makes it easier for

customers to express their likes or dislikes towards

the brand. In this study, the concept of online

engagement emerges from the typology of COBRA.

The customer engagement on social media pages can

be measured through three sustainable levels

(Mutinga, et al., 2011). Therefore, the level of online

engagement is measured through “Consume” in

which the number of likes and views is analyzed,

“Contribute”, which is the interaction on brand post

measured by the number of comments and the

number of shares; two-way communication that

occurs in the form of positive, negative or neutral

comments; and emotional exchange measured by

positive and negative testimonials; and lastly

“Create”, in which the user-generated content

(UGC) and product reviews are measured.

Consume

1. Number of Likes

According the observation, the Siloam Hospitals

Group's neutral brandpost—in the form of text with

image containing educational information about

glaucoma—is liked the most on Facebook. On

Twitter, its most liked brandpost is the one—in the

form of text with image—containing information

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

821

about the announcement of walk Interview.

Moreover, on Instagram, the most liked brandpost is

informational brandpost—in the form of post text

with image—containing information about medical

check-up packages for premarital. Whereas, the RS.

Premier Bintaro's informational

brandpostannouncing its new ambassador is liked

the most on Facebook. In addition, on Instagram,

the most liked brandpost is the one containing

consumers’ testimonials towards the hospital’s

services, while its brandposts on Twitter only got a

few likes.

2. Number of Views

According the observation from a total of 50 videos

posted by the Siloam Hospitals Group on Facebook

and Instagram, the brandpost having the higher view

is an informational brandpost containing ambulance

services. Meanwhile, the RS. Premier Bintaro's

neutral brandpost explaining the dangers of smoking

is liked the most on Facebook. Furthermore, its most

viewed brandpost on Instagram is an informational

brandpost promoting its leading sport clinic services

supporting a particular football club.

Contribute

1. Interaction

This study analyzes the interaction through

Facebook, Twitter and Instagram based on the

brandpost that has the highest number of comments

and shares. A large number of comments indicate

that there is an interaction between brands and

consumers, and an interaction among consumers.

And the number of shares shows the willingness

rates of the consumers to share the information to

their own friends or followers.

a. The Number of Comments

The Siloam Hospitals Group’s brandpost on

Facebook that has the highest number of comments

is a neutral brandpost—in the form of call to act—

informing Glaucoma which aims to check the

consumer knowledge about the disease by

participating in the comment. Likewise, its

brandpost on Instagram that has the highest number

of comments is also in the form of call to act, while

its brandposts on Twitter only have a few comments.

Meanwhile, the RS. Premier Bintaro’s brandpost

on Facebook that has the highest number of

comments is a neutral brandpost explaining the

dangers of smoking. Next, its brandpost on

Instagram that has the highest number of comments

a brardpost introducing its new pediatrician, while

its brandposts on Twitter have no comments at all.

b. The Number of Share

The only social media that have direct sharing

feature are only Facebook and Twitter. The Siloam

Hospitals Group’s brandpost on Facebook that has

the highest number of shares is a brandpost

informing a job vacancy, while on twitter, its most

shared brandpost is an informational brandpost

promotinga radio talkshow. Otherwise, the RS.

Premier Bintaro’sbrandpost on Facebook that has

the highest number of shares is an informational

brandpost explaining the dangers of smoking. And

no one shared its brandposton Twitter.

In Dwiyeret al. (1987), Scanzoni (1979) explains

that the relationship between marketers and

consumers is carried out in five stages, namely

awareness, exploration, expansion, commitment and

dissolution.In relation with the Scanzoni’s concept

and the observation on those two hospital’s

brandposts, it can be concluded that RS. Premier

Bintaro is still on the awareness stage, in which its

daily brandposts is for the sake of consumers’

awareness through social media. On the other hand,

Siloam Hospital Group seems to have stepped

further into the engagement stage as it frequently

interacts with the consumers as their fans or

followers on social media.

2. Two-Way Communication

Social media is an effective means for two-way

communication. Consistently interacting with

customers on social media can attracts their

awareness and maintain their relations. The

interaction in the form of replies shows the existence

of the brand itself so that it will be easier to get

closer to customers. For the leading hospitals such as

Siloam Hospitals Group and RS. Premier Bintaro,

the promotion of health services on social media

should have passed the awareness stage and focused

more on the engagement between the brand and the

consumer.

In this research, customers’ comments and

replies are divided into three categories which are

positive comments, negative comments and neutral

comments. Based on the observation on Siloam

Hospitals Group’s Facebook page towards all

comments which possibly generate two-way

communication, the percentage of the comments is

94% neutral, 3,5% positive, 0,23% negative, and

2,27% the rest is unclear. On Twitter, the percentage

of comments which possibly generate two-way

communication is 43% neutral, 0% positive, and

57% negative comments found here.And on

Instagram, the percentage of comments which

possibly generate two-way communication is 77%

UNICEES 2018 - Unimed International Conference on Economics Education and Social Science

822

neutral, 6,8% positive, 2,8% negative, and 10,8%

unclear. In addition, there is no comment in the form

of customer testimonials or product reviews found

on Facebook and twitter, but on Instagram, the

percentage of positive testimonials is 0,9%, the

negative one is 0,1%, and 1,2% is in the form of

product reviews.

Otherwise, based on the observation on RS.

Premier Bintaro’s Facebook page towards all

comments which possibly generate two-way

communication, the percentage of the comments is

82% neutral, 0% positive, 18% negative. Besides,

there is no comment in the form of positive

testimonials or product reviews. And, there are no

comment found on its Twitter page.But on

Instagram, the percentage of comments which

possibly generate two-way communication is 73%

neutral, 9% positive, 9% negative, and 9% in the

form of product reviews.In sum, both hospitals have

not got a decent number of comments in the form of

consumers’ testimonials, product reviews, or content

created by the consumers on their social media

pages.

3. Emotional Exchange

Customers will try to express their feelings to a

brand by giving feedback to the brand that they like,

and then start to realize that they also get some

advantages from those interaction. This kind of

behavior belongs to the discussion of emotional

exchange, where customers can give both positive

and negative testimonials.In fact, there are a number

of positive testimonials given by the customers to

Siloam Hospitals Group on Instagram. Besides

telling satisfaction in using products, customers also

make an invitation to take pediatrician services of

Siloam Hospitals Group to anyone who reads the

comments.In addition, there is no negative

testimonial given by the customers to Siloam

Hospitals Group and RS. Premier Bintaro on their

social media pages.

Create

According to Mutinga et al. (2011), the highest level

of online activity in the typology of COBRA is user-

generated content creation activities.In this research,

content creation activities are divided into product

reviews and user generated content (UGC).An

example of product reviews given by the customers

is found on the Siloam Hospitals Group’s Instagram,

in which the customers explains the Siloam

Hospitals Group’s strengths and weaknesses in

detail based on his/her own experience. This

behavior also shows that they are most likely loyal

to the brand.Then, an example of user generated

content (UGC) is found on the customers’ comments

or replies—containing a particular form of contents

that is created by the customers itself and is publicly

available for other customers—on Siloam Hospitals

Group’s brandposts.

6 CONCLUSIONS

Based on the analysis and discussion above, it can

be concluded 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.

Also, 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.

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The Development of Brand Engagement of Siloam Hospital’s Group’s and RS. Premier Bintaro’s Customers through Brandpost Interaction

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UNICEES 2018 - Unimed International Conference on Economics Education and Social Science

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