top of page
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute

Journal of Social and Political

Sciences

ISSN 2615-3718 (Online)

ISSN 2621-5675 (Print)

asia insitute of research, journal of social and political sciences, jsp, aior, journal publication, humanities journal, social journa
asia insitute of research, journal of social and political sciences, jsp, aior, journal publication, humanities journal, social journa
asia insitute of research, journal of social and political sciences, jsp, aior, journal publication, humanities journal, social journa
asia insitute of research, journal of social and political sciences, jsp, aior, journal publication, humanities journal, social journa
crossref
doi
open access

Published: 03 February 2023

Engagement Declining on Indonesian Customs Instagram: A Content Analysis of Visual Factor

Darmadi Joko Sumarah, Pawito, Albert Muhammad Isrun Naini

Sebelas Maret University (Indonesia), National Research and Innovation Agency (Indonesia)

journal of social and political sciences
pdf download

Download Full-Text Pdf

doi

10.31014/aior.1991.06.01.395

Pages: 81-93

Keywords: Government Social Media, Content Type, Visual Aesthetics, Presentation Modality, Engagement

Abstract

Government social media offers potential as a means of communicating with the public in new, responsive, and exciting ways. Social media, especially Instagram, is starting to be used widely by the government to communicate with citizens. Unfortunately, the majority of government social media get low user engagement. Indonesian customs as a government agency sustained a significant shift in communicating through Instagram social media. This study aims to find the factors that make the difference in this phenomenon and the combination of visual codes that provide the highest engagement. A quantitative content analysis framework is used to analyze posts shared on social media. Posts converted into data form are then analyzed using statistical analysis. This study found that an engagement trend and visual factor strategy shifted on Indonesia Customs Instagram during the observation period. The results of this study are that content type, visual aesthetics, and presentation modality significantly differ from the average engagement of Indonesian Customs on Instagram. Changes in engagement occur due to changes in the combination of visual factors. Informational content type, expressive aesthetics, and lean modality in government social media posts provide the highest engagement than the combination of other variable codes. Public needs and interest in government social media are necessary to be considered for future development and management. Government social media can be an effective means of communication if it is used with a two-way communication approach between the government and the public.

References

  1. Abdurahman, B. (2017). Authoritative Agency for Tourism Zone: An Innovative Instrument for Destination Development? Jurnal Bina Praja, 9(1), 15–27. https://doi.org/10.21787/jbp.09.2017.15-27

  2. Aljukhadar, M., Bériault Poirier, A., & Senecal, S. (2020). Imagery makes social media captivating! Aesthetic value in a consumer-as-value-maximizer framework. Journal of Research in Interactive Marketing, 14(3), 285–303. https://doi.org/10.1108/JRIM-10-2018-0136

  3. Aminah, S. (2016). The Application of Participatory Communication in the Implementation of Small Farmers Empowerment Program. Jurnal Bina Praja, 8(1), 135–148. http://jurnal.kemendagri.go.id/index.php/jbp/index

  4. Amit-Danhi, E. R., & Shifman, L. (2022). Off the charts: user engagement enhancers in election infographics. Information Communication and Society, 25(1), 55–73. https://doi.org/10.1080/1369118X.2020.1761858

  5. Barreto, A. M., & Ramalho, D. (2019). The impact of involvement on engagement with brand posts. Journal of Reseach in Interactive Marketing, 13(3), 277–301. https://doi.org/10.1108/JRIM-01-2018-0013

  6. Bhandari, U., Chang, K., & Neben, T. (2019). Understanding the impact of perceived visual aesthetics on user evaluations: An emotional perspective. Information and Management, 56(1), 85–93. https://doi.org/10.1016/j.im.2018.07.003

  7. Bonsón, E., Perea, D., & Bednárová, M. (2019). Twitter as a tool for citizen engagement: An empirical study of the Andalusian municipalities. Government Information Quarterly, 36(3), 480–489. https://doi.org/10.1016/j.giq.2019.03.001

  8. Burgoon, J. K., Bonito, J. A., Ramirez, A. J., Dunbar, N. E., Kam, K., & Fischer, J. (2002). Testing the interactivity principle: Effects of mediation, propinquity, and verbal and nonverbal modalities in interpersonal interaction. Journal of Communication, 52(3), 657–677. https://doi.org/10.1093/joc/52.3.657

  9. Chatfield, A. T., & Reddick, C. G. (2018). The role of policy entrepreneurs in open government data policy innovation diffusion: An analysis of Australian Federal and State Governments. Government Information Quarterly, 35(1), 123–134. https://doi.org/10.1016/j.giq.2017.10.004

  10. Chen, Q., Min, C., Zhang, W., Wang, G., Ma, X., & Evans, R. (2020). Unpacking the black box: How to promote citizen engagement through government social media during the COVID-19 crisis. Computers in Human Behavior, 110(April), 106380. https://doi.org/10.1016/j.chb.2020.106380

  11. Daft, R. L. (1985). A proposed integration among organization information requirements, media richness and structural design. Office of Naval Research Technical Report Series.

  12. Daft, R. L., Lengel, R. H., & Trevino, L. K. (1987). Message equivocality, media selection, and manager performance: Implications for information systems. MIS Quarterly: Management Information Systems, 11(3), 355–366. https://doi.org/10.2307/248682

  13. Dao, P. D., Mantripragada, K., He, Y., & Qureshi, F. Z. (2021). Improving hyperspectral image segmentation by applying inverse noise weighting and outlier removal for optimal scale selection. ISPRS Journal of Photogrammetry and Remote Sensing, 171(June 2020), 348–366. https://doi.org/10.1016/j.isprsjprs.2020.11.013

  14. Dekker, R., van den Brink, P., & Meijer, A. (2020). Social media adoption in the police: Barriers and strategies. Government Information Quarterly, 37(2). https://doi.org/10.1016/j.giq.2019.101441

  15. Del Barrio, E., Inouzhe, H., & Matrán, C. (2020). On approximate validation of models: a Kolmogorov–Smirnov-based approach. Test, 29(4), 938–965. https://doi.org/10.1007/s11749-019-00691-1

  16. Denktaş-Şakar, G., & Sürücü, E. (2020). Stakeholder engagement via social media: an analysis of third-party logistics companies. Service Industries Journal, 40(11–12), 866–889. https://doi.org/10.1080/02642069.2018.1561874

  17. DePaula, N., Dincelli, E., & Harrison, T. M. (2018). Toward a typology of government social media communication: Democratic goals, symbolic acts and self-presentation. Government Information Quarterly, 35(1), 98–108. https://doi.org/10.1016/j.giq.2017.10.003

  18. Djuyandi, Y. (2017). Political Communication Strategy of the Regional Head in Managing Government in North Gorontalo Regency. Jurnal Bina Praja, 9(1), 53–61. https://doi.org/10.21787/jbp.09.2017.53-61

  19. Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior: A framework for engaging customers through social media content. European Journal of Marketing, 53(10), 2213–2243. https://doi.org/10.1108/EJM-03-2017-0182

  20. Gintova, M. (2019). Understanding government social media users: an analysis of interactions on Immigration, Refugees and Citizenship Canada Twitter and Facebook. Government Information Quarterly, 36(4), 101388. https://doi.org/10.1016/j.giq.2019.06.005

  21. Greussing, E., & Boomgaarden, H. G. (2019). Simply Bells and Whistles?: Cognitive Effects of Visual Aesthetics in Digital Longforms. Digital Journalism, 7(2), 273–293. https://doi.org/10.1080/21670811.2018.1488598

  22. Gruzd, A., Lannigan, J., & Quigley, K. (2018). Examining government cross-platform engagement in social media: Instagram vs Twitter and the big lift project. Government Information Quarterly, 35(4), 579–587. https://doi.org/10.1016/j.giq.2018.09.005

  23. Huang, F., Chen, Q., Ma, W., & Evans, R. (2022). Promoting public engagement with household waste separation through government social media : A case study of Shanghai. Journal of Environmental Management, 320(May), 115825. https://doi.org/10.1016/j.jenvman.2022.115825

  24. Johnson, R. W. (2022). Alternate Forms of the One-Way ANOVA F and Kruskal–Wallis Test Statistics. Journal of Statistics and Data Science Education, 30(1), 82–85. https://doi.org/10.1080/26939169.2021.2025177

  25. Joo, S., Choi, N., & Baek, T. H. (2018). Library marketing via social media: The relationships between Facebook content and user engagement in public libraries. Online Information Review, 42(6), 940–955. https://doi.org/10.1108/OIR-10-2017-0288

  26. Katz, E., Blumler, J. G., & Gurevitch, M. (1974). Utilization of Mass Communication by the Individual. In J. G. Blumler, & E. Katz (Eds.). The Uses of Mass Communications: Current Perspectives on Gratifications Research, 37(4), 19–32.

  27. Kepios. (n.d.). Digital 2022 Indonesia. Retrieved April 23, 2022, from https://datareportal.com/digital-in-indonesia

  28. Kim, Y. J., & Cribbie, R. A. (2018). ANOVA and the variance homogeneity assumption: Exploring a better gatekeeper. British Journal of Mathematical and Statistical Psychology, 71(1), 1–12. https://doi.org/10.1111/bmsp.12103

  29. Kostyk, A., & Huhmann, B. A. (2021). Perfect social media image posts: symmetry and contrast influence consumer response. European Journal of Marketing, 55(6), 1747–1779. https://doi.org/10.1108/EJM-09-2018-0629

  30. Kusumasondjaja, S. (2018). The roles of message appeals and orientation on social media brand communication effectiveness: An evidence from Indonesia. Asia Pacific Journal of Marketing and Logistics, 30(4), 1135–1158. https://doi.org/10.1108/APJML-10-2017-0267

  31. Kusumasondjaja, S. (2020). Exploring the role of visual aesthetics and presentation modality in luxury fashion brand communication on Instagram. Journal of Fashion Marketing and Management, 24(1), 15–31. https://doi.org/10.1108/JFMM-02-2019-0019

  32. Lappas, G., Triantafillidou, A., Deligiaouri, A., & Kleftodimos, A. (2018). Facebook Content Strategies and Citizens’ Online Engagement: The Case of Greek Local Governments. The Review of Socionetwork Strategies, 12(1), 1–20. https://doi.org/10.1007/s12626-018-0017-6

  33. Lawelai, H., & Sadat, A. (2022). Trend Analysis of Positive Sentiment for Special Autonomy for Papua on Twitter. Jurnal Bina Praja, 14(2), 213–224. https://doi.org/10.21787/jbp.14.2022.213-224

  34. Maity, M., Dass, M., & Kumar, P. (2018). The impact of media richness on consumer information search and choice. Journal of Business Research, 87(February), 36–45. https://doi.org/10.1016/j.jbusres.2018.02.003

  35. Marmat, G. (2022). Influence of aesthetics attributes of brand Web pages on customer brand engagement. Global Knowledge, Memory and Communication. https://doi.org/10.1108/GKMC-07-2021-0126

  36. Mowbray, F. I., Fox-wasylyshyn, S. M., & El-masri, M. M. (2019). Univariate Outliers : A Conceptual Overview for the Nurse Researcher. Sage Research Methods, 51(1), 31–37. https://doi.org/10.1177/0844562118786647

  37. Neely, S. R., & Collins, M. (2018). Social Media and Crisis Communications: A Survey of Local Governments in Florida. Journal of Homeland Security and Emergency Management, 15(1), 1–13. https://doi.org/10.1515/jhsem-2016-0067

  38. Neuendorf, K. (2017). The Content Analysis Guidebook. In SAGE (Second Edi). Thousand Oaks. https://doi.org/10.1007/s11589-998-0087-6

  39. Nurhaeni, I. D. A., Anggreni, L. S., Kusumawati, N. S., Permitasari, D., & Putri, I. S. (2021). Internationalization of Higher Education: A Case Study on Media Utilization, Policies Consistency and Stakeholders’ Insights in Indonesia. Jurnal Bina Praja, 13(2), 207–218. https://doi.org/10.21787/jbp.13.2021.207-218

  40. Peñaflor, J. (2018). Beyond “Likes”: An assessment of user engagement in Facebook among Philippine academic libraries. Library Management, 39(1–2), 59–65. https://doi.org/10.1108/LM-12-2016-0100

  41. Rahayuningsih, Y., Anggraini, Y., & Listyaningsih, L. (2018). Implementation Quality Level of Health Public Service Policy in Banten Province Local Hospital (RSUD). Jurnal Bina Praja, 10(1), 121–134. https://doi.org/10.21787/jbp.10.2018.121-134

  42. Rietveld, R., van Dolen, W., Mazloom, M., & Worring, M. (2020). What You Feel, Is What You Like Influence of Message Appeals on Customer Engagement on Instagram. Journal of Interactive Marketing, 49, 20–53. https://doi.org/10.1016/j.intmar.2019.06.003

  43. Rosalina, I. F. (2021). Media Relations in Implementing Law No. 2 of 2018 on MD3. Jurnal Bina Praja, 171–182. https://doi.org/10.21787/jbp.13.2021.171-182

  44. Sari, N. M. (2021). Information Service Activities on the Public Satisfaction Levels in the Public Service Mall of Palopo City. Jurnal Bina Praja, 13(2), 219–229. https://doi.org/10.21787/jbp.13.2021.219-229

  45. Sirait, F. E. T. (2021). Policy Communication and the Solidity of the Jokowi’s Second Term Coalition in Handling Covid-19. Jurnal Bina Praja, 13(2), 257–268. https://doi.org/10.21787/jbp.13.2021.257-268

  46. Soares, J. C., Limongi, R., & Cohen, E. D. (2022). Engagement in a social media: an analysis in higher education institutions. Online Information Review, 46(2), 256–284. https://doi.org/10.1108/OIR-06-2020-0242

  47. Subhan, A. (2016). Multidirectional Networks of Government Transparency: A Preliminary Model. Jurnal Bina Praja, 8(2), 209–219. https://doi.org/10.21787/jbp.08.2016.209-219

  48. Testa, D. S., Bakhshian, S., & Eike, R. (2020). Engaging consumers with sustainable fashion on Instagram. Journal of Fashion Marketing and Management, 25(4), 569–584. https://doi.org/10.1108/JFMM-11-2019-0266

  49. Wahyudianto, H. (2015). MEASUREMENT OF SATISFACTION SOCIETY POLICY IMPLEMENTATION OF GOVERNMENT SERVICES. Jurnal Bina Praja, 7(4), 331–346.

  50. Yavetz, G., & Aharony, N. (2021). Social media for government information dissemination: content, characteristics and civic engagement. Aslib Journal of Information Management, 73(3), 473–496. https://doi.org/10.1108/AJIM-07-2020-0201

  51. Yue, C. A., Thelen, P., Robinson, K., & Men, L. R. (2019). How do CEOs communicate on Twitter? A comparative study between Fortune 200 companies and top startup companies. Corporate Communications, 24(3), 532–552. https://doi.org/10.1108/CCIJ-03-2019-0031

  52. Zhang, W., Yuan, H., Zhu, C., Chen, Q., & Evans, R. (2022). Does Citizen Engagement With Government Social Media Accounts Differ During the Different Stages of Public Health Crises? An Empirical Examination of the COVID-19 Pandemic. Frontiers in Public Health, 10(June), 1–19. https://doi.org/10.3389/fpubh.2022.807459

bottom of page