The Role Of Instagram As The Way To Establish Brand Awareness Of Elhaus

摘要

The purpose of this research was to determine the role of Instagram as the way to establish brand awareness of Elhaus. The researchmethod applied in this research was qualitative with descriptive study approach. The data obtained from this research through in-depth interviews andsecondary data in form documentation of Elhaus?s Instagram account @elhaus. The result of this research shows that Elhaus applies the sixcharacteristics of social media by Sulianta (2015), as following term: transparency, dialogue and communication, networking relations, multi opinion,multi form and online promotion power. The conclusion of this research is that Elhaus has successfully reached the top level of brand awareness that istop of mind through Instagram as their social media platform.