Analisis Konten Media Sosial Instagram @akuanaksgm Dalam Meningkatkan Brand Trust

Abstract

Digitization in the era of globalization 4.0 has significantly changed the patterns of communication and interaction among Indonesians. Globalization has accelerated the flow of information and expanded access to technology, thereby integrating social, economic, and cultural activities into the digital space. These changes have influenced the way individuals communicate and shaped consumption patterns and expectations of brands. In this context, brands are required to adapt to interactive digital communication strategies to remain relevant. Social media has become the primary means for companies to build sustainable relationships with consumers. For example, SGM Eksplor utilizes Instagram through the @akuanaksgm account to increase brand trust. This study analyzes the Instagram content communication strategy using a qualitative approach and content analysis. The results indicate that educational and interactive content plays a crucial role in building brand credibility, consistent with the Elaboration Likelihood Model (ELM) framework, thereby contributing both theoretically and practically to the development of digital communication strategies.