EFFECTS OF INSTAGRAM MARKETING ON INSTAGRAM ACCOUNT BRAND EQUITY

Abstract

The aim of this study is to examine the effects of Instagram marketing on customer-based brand equity in the Nextcafe-review Instagram account, using the RACE framework. The research problem addresses low engagement rates and limited visibility faced by the account before implementing marketing strategies. The methodology is done by a survey analyzed with SPSS and AMOS, along with Instagram Insight data, revealed that after applying these strategies reveals significant improvements post-marketing, including a 107% increase in followers and a 164-fold rise in views. The findings confirm that Instagram marketing does enhance brand awareness, brand image, and perceived quality, which shows Instagram use as a powerful tool for brand building in the reviewer industry. Among these factors, perceived quality has the strongest direct impact on customer-based brand equity, while brand awareness and brand image influence it indirectly. This study provides insight for others to optimize their own digital marketing strategies and offers a framework for future research on customer-based brand equity and social media platforms.