High-End Vs High-Street: Estetika Visual Dan Modalitas Presentasi dalam Komunikasi Merek Kecantikan di Instagram
DOI:
https://doi.org/10.62180/56174j54Keywords:
analisis isi, instagram , kecantikan , pemasaran digital , komunikasi merekAbstract
Meningkatnya pengaruh media sosial dalam pemasaran digital telah menjadikan estetika visual dan modalitas presentasi sebagai elemen kunci dalam komunikasi merek. Instagram, sebagai platform yang digerakkan secara visual, memiliki dampak yang luar biasa pada persepsi dan keterlibatan konsumen dengan produk kecantikan. Baik merek kecantikan high-end maupun high-street memanfaatkan Instagram untuk meningkatkan visibilitas mereka, tetapi keampuhan pendekatan mereka terhadap presentasi visual mungkin berbeda satu sama lain. Penelitian ini bertujuan untuk menguji penggunaan estetika visual (klasik vs. ekspresif) dan modalitas presentasi (tunggal vs. ganda) dalam unggahan Instagram oleh merek kecantikan high-end dan high-street, serta dampaknya terhadap keterlibatan konsumen. Artikel ini menggunakan analisis konten kuantitatif untuk menganalisis 1.165 unggahan Instagram dari empat merek kosmetik—Dior Beauty, Fenty Beauty, Maybelline, dan NYX Cosmetics—yang diunggah pada kuartal pertama tahun 2023. Hasil penelitian menunjukkan tidak ada perbedaan substansial dalam menyajikan modalitas antara merek kecantikan high-end dan high-street. Namun, estetika visual mempengaruhi keterlibatan konsumen, terutama dalam hal komentar, sementara tidak ada efek signifikan yang diamati untuk likes. Temuan ini membantu merek kecantikan menyesuaikan strategi media sosial mereka dengan menyoroti relevansi estetika visual dalam mendorong keterlibatan konsumen. Penelitian di masa depan disarankan untuk menyelidiki faktor psikologis dan perilaku yang memengaruhi keterlibatan konsumen dengan konten merek.
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