Year: 2025
Type: article
Abstract: The use of Instagram social media as a branding tool by Universitas Airlangga Library has shown significant results in building a positive image among the millennial generation. The main objective of this research is to analyze the impact of using Instagram in building a positive image and interaction with the millennial generation. The method used by the researcher is a qualitative method. The data collection process was carried out using semi-structured interviews and observation. The informants were Public Relations of Universitas Airlangga Library as the Instagram manager and two followers of @unairlibrary Instagram account. The results showed that the library utilizes interactive features such as Instagram Live and responsiveness to comments to create two-way communication with users. The collaborative and innovative programs launched also contribute to strengthening the library's position as a relevant information center in the digital era. With an effective branding strategy, Universitas Airlangga Library not only succeeded in raising awareness of the services offered, but also built a strong emotional connection with the academic community. These findings show that libraries can adapt to technological developments and transform into dynamic institutions that are committed to meeting users' information needs.
Authors: Zevyla Azaleia Mintarso, Koko Srimulyo, Noor Azreen Alimin, Nik Nur Izzati Nik Rosli, Nurulannisa Abdullah
Institutions: Universitas Airlangga, Universiti Teknologi MARA
Language: English
Topic: Web and Library Services
Subfield: Information Systems
Field: Computer Science
Domain: Physical Sciences
Open Access status: hybrid
Funder: Universitas Airlangga
OpenAlex ID: W7107877147
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