The effectiveness of social media marketing using hero hub-hygiene content framework on Moku Ferment House Account Engagement

Abstract

The fermented food and beverage industry, especially kombucha, has grown significantly in Indonesia due to its health benefits. This growth presents challenges for Moku Ferment House, a new kombucha producer, in competing with established brands, particularly in social media marketing. This study evaluates the effectiveness of Instagram content in increasing engagement using the Hero-Hub- Hygiene content framework. A quantitative approach and paired t-test analysis were employed to compare engagement before and after implementing the framework. Results of the study show a significant influence of the framework on account engagement, with the results of the t Stat value (average difference) being far outside the critical value (significance value limit), supporting the rejection of H0. These findings emphasize the framework’s effectiveness in boosting engagement. It is recommended that Moku Ferment House consistently applies the content framework to maintain and enhance its Instagram engagement, thereby strengthening its competitive position in the kombucha market. Keywords: