Research Article
Government Communication in New Media Era 4.0: Study on Content-Type of Posts on Instagram @DitjenPajakRI and Their Influence on Online Engagement
@INPROCEEDINGS{10.4108/eai.4-8-2020.2302402, author={Febri Noviardi and Andre Noevi Rahmanto and Yulius Slamet}, title={Government Communication in New Media Era 4.0: Study on Content-Type of Posts on Instagram @DitjenPajakRI and Their Influence on Online Engagement}, proceedings={The Proceedings of the 4th International Conference of Social Science and Education, ICSSED 2020, August 4-5 2020, Yogyakarta, Indonesia}, publisher={EAI}, proceedings_a={ICSSED}, year={2020}, month={11}, keywords={communication instagram new media online engagement}, doi={10.4108/eai.4-8-2020.2302402} }- Febri Noviardi
Andre Noevi Rahmanto
Yulius Slamet
Year: 2020
Government Communication in New Media Era 4.0: Study on Content-Type of Posts on Instagram @DitjenPajakRI and Their Influence on Online Engagement
ICSSED
EAI
DOI: 10.4108/eai.4-8-2020.2302402
Abstract
This study aims to analyze what type of post content on the Indonesian tax authority Instagram account @DitjenPajakRI that has the highest level of engagement and whether the post frequency affects online engagement measured by the number of likes and comments. Currently, Instagram social media is increasingly being used by government public relations. The Indonesian tax authority is no exception. The content type of posts consists of information, entertainment, remuneration, and social. This research uses quantitative methods with a content analysis approach. For the selected period from January 1 to December 31, 2018. Results show that entertaining content has the highest level of engagement. Whereas if measured by the level of post frequency, only the number of comments has positively influenced. This research can be a reference and consideration of other government accounts in uploading post content on Instagram.