Analyzing the Influence of Customer Engagement on Instagram and TikTok on the Top Brand Index 2024 in the Pharmaceutical Sector
Keywords:
social media, brand, management, customer engagementAbstract
This study aims to see whether there is an influence between consumer engagement of pharmaceutical brands on social media, especially Instagram and Tiktok on the Top Brand Index of the pharmaceutical sector. The pharmaceutical sector faces stringent industry regulation, with substantial regulatory oversight, disclosure laws, and other regulatory guidelines and requirements. This creates intense competition for pharmaceutical companies to maintain the top position of their brands by engaging customers on drug brand social media accounts. This study uses secondary data from website fanpage karma and Top Brand Index for medicine category in 2024. Researchers conducted a classic assumption test and hypothesis testing using multiple linear regression tests with the SPSS analysis tool. The results of this study indicate that Tiktok's customer engagement has no significant effect on the top brand index and Instagram's customer engagement has no significant effect on the top brand index. This means that consumer engagement on social media instagram and tiktok has no influence on the marketing strategy of the pharmaceutical sector. This study has several limitations. First, this study only examines the top brand index category of pharmaceuticals. Second, this research was conducted on Instagram and tiktok social media engagement only. Future research can conduct research on other social media such as Facebook and X with larger data.
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