OE-6 Building a Personal Brand on Social Media from Experiential Marketing Perspective - A Case Study on Indonesia’s Fashion Instagrammers

Prianka, Dian and Ku, Te Hsing and Cheng, Ching Yi (2017) OE-6 Building a Personal Brand on Social Media from Experiential Marketing Perspective - A Case Study on Indonesia’s Fashion Instagrammers. In: CONFERENCE ON INNOVATION OF TAIWAN TEXTILE INDUSTRY 2017 台灣產業加值創新研討會議程 , Taipei, Taiwan.

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Instagram enhances online presence and identity, and allows more effective interaction not only for personal reasons, but also for business purposes. Experiential marketing is a new marketing concept that focusing on creative and innovative ways to appeal customers' senses, feelings, intellect, curiousity and self image rather than to rational, utilitarian notions of value. This paper aims to study about how the certain personality could build up their personal brand with Instagram as their main media from the experiential marketing view with the Analytical Hierarchy Process. Instagram fashion personal brands in Indonesia were the main source of the data collection. By the research, Sense factor is the most important strategic experiential module factor as in its relation with notable visual strength of Instagram. To be able to apply the Sense as a strategic experiential module, the consideration about tactical and practical factors are required. The 5 most important tactical factor is the Visual Elements factor, in which is about producing vivid content, Personality, a factor in terms of showing one true self, Relationship factor related to things about managing and maintaining relationships between stakeholders on Instagram environment, Signature, the factor about showing their own brand DNA, and Verbal Elements, the factor about communication in form of words. For practical factors are Image, by the image processing results and image taking directions, Apparel, with clothing combinations, style and brands, Authenticity, by being one true self, Caption, with the wording on every posts, and Brand and Followers, as brand to create a link or connection. As the implications, the fashion personal brands as the influencers could apply the key to draw attention from the audiences and make an impact to fashion enterprises in Indonesia.

Item Type: Conference or Workshop Item (Keynote)
Uncontrolled Keywords: Social Media, Instagram, Personal Brand, Fashion, User Engagement
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
T Technology > TX Home economics
Divisions: Faculty of Creative Industry > Department of Fashion and Lifestyle Product Design
Depositing User: DIAN PRIANKA
Date Deposited: 02 May 2018 07:24
Last Modified: 24 Mar 2021 15:47
URI: http://repository.ubaya.ac.id/id/eprint/32173

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