Strategic Instagram Content Management as a Digital Marketing Public Relations Tool in Building Brand Image: A Case Study of Hotel Janevalla Bandung

Abstract

The application of social media is not only restricted to marketing purposes but has extended to strategic communications for building a brand image. This paper seeks to examine how strategic management of Instagram content works as Digital Marketing Public Relations for the purpose of developing a brand image of Hotel Janevalla Bandung. The methodology applied for this qualitative study is through the use of a case study approach. Observations of Hotel Janevalla’s Instagram page, interviews with their social media managers, and analysis of documentation of the Instagram post have been conducted to obtain data. It is evident that Hotel Janevalla is able to make good use of various features of Instagram, strategic consistency of message via theme "24 hour stay" concept, content creation through copywriting and storytelling, and cooperation with opinion leaders in order to enhance their communication effectiveness. These activities will support audience engagement and position their hotels as a lifestyle hotel. Thus, it may be suggested that strategic management of Instagram content plays an important role in developing brand image.